WRITTEN BY: KATE MACCABE
Watch the Show. Shop the Collection.
How Flywheel Helped Bring Vivet’s Launch to Life.
There’s a familiar rhythm to a fashion launch: watch the show, fall in love with a piece, wait until you can buy it.
For Vivet’s September 12 launch, the goal was to bring those moments together. The audience could experience the collection’s debut and shop that same night.
We partnered closely with Kai Cenat, with over 17 million followers on Instagram alone, and Brittany Pierone, Head of Product at Vivet, ahead of launch, with our team leading ecommerce, data strategy, marketing strategy, and customer service strategy. Our role was to help connect the vision to everything that needed to happen for customers to discover the collection and choose their favorite pieces from this first collection.
On launch night, we were right there with the team: backstage with production and working remotely, coordinating the timing of opening the site for orders.
It’s the kind of company we love to be shoulder to shoulder building with, at Flywheel Strategy. An ambitious vision, a meaningful business opportunity, and a team coming together to make it happen.
Bringing the audience into the brand
Kai’s community had been following his creative journey well before launch night. In GQ’s collection walkthrough, he shares the ideas and personal influences behind the pieces, offering a closer look at the work that went into Vivet.
Complex covered the runway debut, showcasing the collection’s 41 looks. And Vogue’s reporting on the launch’s reach explored how clips carried the show across social platforms.
For a creator building a brand, that connection with an audience is the most powerful starting point. There are people who care about what you’re making and want to be part of it.
The next step is giving them a great experience as customers.
That means thinking through the full journey: how someone hears about the launch, what they see when they land on the site, whether they have the information they need to buy, and what happens when they have a question after placing an order.
For Vivet, we helped bring those pieces together around one shared launch plan.
Making “shop the collection” possible
A launch like this takes a lot of coordination. Product, creative, site development, marketing, customer service, and data all have work to do and each team’s timing affects the others.
We brought decades of ecommerce expertise and a practical operating structure to that process: a shared calendar and launch plan, clear owners, coordinated handoffs, and visibility into the decisions needed to keep things moving.
Working alongside the broader Vivet team, Night.co the leader in creator management, and Domaine, who built the technology and led UX, our focus spanned four connected areas.
Ecommerce: helping customers move from discovery to purchase. Our launch priorities covered product and collection readiness, site merchandising, and building the customer journey through checkout. We connected the release plan to the details that make an online shopping experience work: the right products, the right information, the right legal disclosures, and a clear path to placing an order.
Marketing: connecting anticipation with action. We defined a marketing strategy in tandem with pre-launch traction, launch day momentum, and post-launch demand, including email, SMS, organic social, and branded search campaigns. Email planning covered audience segmentation, staged sending, and deliverability monitoring. Across channels, the aim was to help the audience understand what’s coming, where to watch, and when to shop.
Data: setting the team up to learn from launch. We built the measurement framework around useful business questions.
- Where is demand coming from?
- Which products are people interested in?
- Where are customers moving through the purchase journey, and where might they need more help?
The plan prioritized consistent metrics, tracking validation, and reporting that guide how the business grows and scales.
Customer service: preparing to support the people behind the orders. We planned for common customer questions, support coverage, and clear paths for issues that needed additional attention. That included how customer service systems, order tracking, and the broader Vivet team would work together. Every interaction is an opportunity to build confidence in a new brand.
Bringing these areas together helped us plan for the experience as a whole, including the handoffs between teams that customers should never have to think about.
Backstage with production. Remote with the launch team. Working toward the same moment.
On launch night, the show and the ecommerce release needed to stay closely connected.
Flywheel team members were onsite, backstage with production, coordinating around the live show’s timing. Our remote team members were focused on the digital launch and opening the site for orders at the intended moment.
Having coverage in both places gave us a direct connection between what was happening at the show and what needed to happen online.
“This was the Flywheel effect at its finest – bringing together a team of experts across disciplines, with the strength of the Flywheel Strategy’s operating rhythm to supercharge Vivet’s in-house team capabilities and achieve their vision to land a seamless catwalk to DTC launch the moment the final model completed the show.” Caroline Reekie, Marketing and Brand Strategist at Flywheel Strategy.
The preparation behind that moment mattered: who was responsible for each action, how updates would be shared, which teams needed to be ready, and where to go if a decision or adjustment was needed. Our launch plan also included monitoring the customer journey, performance, and customer service signals as the site opened.
For the audience, the experience was simple: see the collection, then shop it.
Behind the scenes, it was a shared effort across Vivet, production, Flywheel Strategy, and the brand’s partners. We’re proud to have helped bring it together.
Planning for what comes next
We approached the launch with the next stage of the business in mind, too.
Immediately following the launch, our focus now extends into the first 30 days in the market, with plans to bring together sales performance, product demand, marketing results, and customer feedback. Those inputs help a new brand decide where to focus: which products to feature, where the shopping experience needs attention, and how to support customers as orders move through fulfillment.
This is where having ecommerce, marketing, data, and customer service working closely together becomes especially valuable. The team can learn from what customers are actually doing and use those insights to guide the next round of decisions.
Have the vision and the audience? Let’s build the business around them.
For creators and celebrities launching a consumer brand, ecommerce is often a missing piece, as livestreamTV highlights.
You may already have a clear creative direction, products you believe in, and an audience excited to support you. Bringing that brand to market also takes people who understand how to connect the customer experience, marketing, technology, and day-to-day operations.
That’s where we come in.
At Flywheel Strategy, we work alongside founders and their teams to build a practical path from idea to launch and ongoing growth. We bring the expertise needed for the stage you’re in, help prioritize what matters most, and stay close to execution.
We loved partnering with Kai, Brittany, and the Vivet team on this launch. If you’re thinking about what it would take to bring your own brand to market, we’d love to hear what you’re building.
Let’s talk about your launch and how Flywheel Strategy can help make it happen.
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