Create Once, Publish Everywhere goes Down Under with Mix Apparel.

From Manhattan to Melbourne, Mix delivers style from the grocery aisle to online.

Joe Mimran was the first to bring fashion to the grocery aisles of Australia with Mix – a collection of easy, on-trend clothing and accessories for the whole family. Designed in Manhattan, Mix is sold exclusively online and in Coles grocery stores. When Mix was looking to transform their content strategy, they turned to St. Joseph Communications to provide cost-effective, strategic solutions.

Content creation without borders.
St. Joseph Communications works closely with Mix, even though the offices in NYC, Melbourne and Toronto are thousands of miles apart. From digital asset management, to photography, copywriting and design, SJC stays true to the Mix brand personality. We have created eblasts, out of home, videos, packaging and retail store planning that resonates and engages with the Australian consumer.

Efficiency is in the details.
With new fashion items added every two weeks, Mix requires a constant flow of new content. For us, much of the work starts before a single shot is taken. Quarterly pre-planning occurs across all media – and it covers absolutely every detail. When models are flown in from the United States, Australia and Canada, this ‘master plan’ maximizes time and budget.

An essential part of our strategy is “create once, publish everywhere”. Our insights and planning allows Mix to create assets and publish them across all platforms. This reduces the time and cost for content to be produced and uploaded.