The Racks is a curated vintage retail shop in Eugene that focuses on quality secondhand and retro apparel. The store specializes in unique and sustainable fashion pieces and creates a community driven shopping experience that resonates with students and local shoppers.

My Role

As part of the marketing team, I contribute to brand strategy by translating vintage inventory into culturally relevant content that strengthens brand positioning and drives both digital engagement and in-store traffic. My work combines audience insights, trend analysis, and visual storytelling to ensure the brand remains distinct and connected to the Eugene community.

• Developed and executed Instagram and TikTok content strategies aligned with brand positioning, using visual storytelling to drive awareness and in-store traffic.

• Directed and styled content shoots, ensuring a consistent visual identity that reinforces the brand’s vintage aesthetic across all platforms.

• Analyzed audience behavior, engagement trends, and community insights to identify strategic opportunities for content optimization and brand participation.

• Applied performance data to refine posting cadence, content formats, and creative direction, improving overall engagement.

• Identified emerging trends in fashion and resale culture to inform forward-looking content strategy and maintain cultural relevance.