Privacy Policy

This Privacy Policy explains how Velo Goods Retail, trading as Viva Fashion ("we", "us", "our"), collects, uses, shares, and protects your personal data when you visit our website at www.viva-fashion.com, make a purchase, or otherwise interact with our services (the "Services").

In this policy, "you" and "your" refer to any user of our Services, including customers, website visitors, and other individuals who communicate with us.

We process personal data in accordance with applicable data protection laws. For customers in the United Kingdom, this includes the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. For customers in the United States, this includes applicable US federal and state privacy laws, such as the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA). We only process personal data where we have a valid legal basis or other lawful ground to do so.

Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, legal obligations, or operational requirements. When we make changes, we will update the "Last updated" date at the bottom of this page and publish the revised version on our website. We encourage you to review this policy periodically.

What Personal Data We Collect

The personal data we collect depends on how you use our website and Services.

Information You Provide to Us — When you place an order, create an account, or contact us, we may collect:

Contact details: full name, billing address, shipping address, email address, phone number
Order information: products ordered, payment confirmation, order history, transaction details
Account information (if applicable): username, password (stored in encrypted form), account preferences
Customer service information: messages you send to our support team and correspondence with our customer service

If you choose not to provide certain information, some features of our Services may not be available to you.

Information We Collect Automatically — When you visit our website, we may automatically collect certain information about your visit, including:

IP address
Browser type and device information
Time zone and approximate location
Pages visited and time spent on each page
Click behaviour and navigation patterns
Referring websites

This data is collected using technologies such as cookies, pixels, and similar tracking tools. For more detail, please see the Cookies section below.

Information from Third Parties — We may also receive personal data from the following third-party sources that help us provide our Services:

E-commerce platform: Our online store is hosted by Shopify, which processes certain data to operate our shop, manage orders, and facilitate transactions.
Payment processors: Payments are processed securely by Shopify Payments (powered by Stripe). They may collect payment card details, billing address, and transaction data. We do not store your full card details — only the information necessary to process and confirm your order.
Marketing and analytics tools: We work with partners including Google Analytics 4 (GA4) and Meta (Facebook) Pixel for website analytics and advertising optimisation.

How We Use Your Personal Data

We use your personal data only for legitimate purposes, as set out below.

Order Fulfilment — We use your data to process orders, confirm payments, arrange shipping, send order updates, and handle returns and refunds in accordance with our Return & Refund Policy.

Customer Service — We use your data to respond to enquiries, provide support, and resolve complaints.

Marketing and Communications — Where permitted by law, or where you have given your consent, we may use your data to send newsletters, share promotions and offers, and display personalised advertisements. You can opt out of marketing communications at any time by clicking the "unsubscribe" link in any marketing email or by contacting us at support@viva-fashion.com.

Security and Fraud Prevention — We use personal data to detect fraudulent transactions, prevent misuse of our website, and keep our Services secure.

Improving Our Services — We analyse usage data to improve our website, optimise the user experience, and develop our products and services.

Legal Bases for Processing

Where the UK GDPR governs our processing, we must have a valid legal basis for processing your personal data. The legal bases we rely on are:

Performance of a contract — to process your orders, payments, shipping, and returns.
Legal obligation — to comply with accounting, tax, and other legal requirements.
Legitimate interests — for fraud prevention, website security, analytics, and improving our services. We ensure our legitimate interests do not override your rights and freedoms.
Consent — for sending marketing communications and placing non-essential cookies. You may withdraw your consent at any time without affecting the lawfulness of processing carried out before withdrawal.

For customers in the United States, we process personal data as permitted by applicable US state privacy laws.

Cookies

Our website uses cookies and similar technologies to function properly, analyse performance, and support marketing activities.

Types of Cookies We Use

Strictly necessary cookies: Essential for our website to function. They enable core features such as the shopping cart, checkout, and account access. These cookies do not require your consent.
Analytics cookies: We use Google Analytics 4 (GA4) to understand how visitors interact with our website, including pages visited, time on site, and navigation behaviour. GA4 uses first-party cookies. Data may be processed in the United States; Google applies Standard Contractual Clauses to safeguard transfers.
Marketing cookies: We use the Meta (Facebook) Pixel to measure advertising effectiveness and deliver relevant advertisements. This cookie tracks actions such as page views and purchases.
Shopify cookies: Our platform, Shopify, places cookies necessary for the operation of our store, including session management and fraud detection. For more information, see Shopify's Cookie Policy.

Managing Cookies — When you first visit our website, you will be asked to give your consent for the placement of non-essential cookies (analytics and marketing). You can change or withdraw your consent at any time through the cookie settings on our website. You can also manage cookies through your browser settings. Please note that disabling certain cookies may affect the functionality of our website.

Sharing Your Personal Data

We do not sell your personal data for money.

We may share your data with the following categories of third parties who help us deliver our Services:

Shopify — e-commerce platform and hosting
Shopify Payments / Stripe — payment processing
Fulfilment and logistics partners — for shipping and delivery of your orders
Google (GA4) — website analytics
Meta (Facebook) — advertising and marketing
Email service providers — for transactional and marketing emails

We may also disclose your data where required by law, for example in response to a lawful request by a court or regulatory authority, to investigate fraud, or to protect our legal rights.

International Data Transfers

Some of the third parties we work with (including Shopify, Google, and Meta) may process your data outside your country of residence, including in the United Kingdom, the United States, or other countries. Where required by applicable law, we ensure appropriate safeguards are in place, such as:

UK adequacy decisions — transfers to countries deemed to provide an adequate level of data protection.
Standard Contractual Clauses (SCCs) — approved contractual arrangements that provide appropriate safeguards for your data.

Data Retention

We retain your personal data only for as long as necessary for the purposes described in this policy. Our general retention periods are:

Order and transaction data: up to 6 years after the date of the transaction (or longer where required by applicable tax and accounting laws).
Customer account data: for as long as your account remains active, and up to 2 years after account closure or last activity.
Marketing data: until you withdraw your consent or unsubscribe.
Analytics data: in accordance with the retention settings of the analytics platform (GA4 default: 14 months).
Customer service correspondence: up to 3 years after the enquiry is resolved.

When data is no longer required, it is securely deleted or anonymised.

Data Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, misuse, alteration, or disclosure. These measures include SSL encryption on our website, secure payment processing via PCI-DSS compliant providers, and restricted access to personal data within our organisation.

While we strive for the highest level of security, no system can guarantee complete protection. If you believe your data has been compromised, please contact us immediately.

Children's Data

Our website and Services are not intended for individuals under the age of 16 (or under 13 in the United States, in line with the Children's Online Privacy Protection Act (COPPA)). We do not knowingly collect personal data from children. If you believe that a child has provided us with personal data, please contact us so that we can take steps to delete this information.

Your Privacy Rights

Your rights depend on your location and the laws that apply to you.

If the UK GDPR applies to you, you have the following rights in relation to your personal data:

Right of access — to request a copy of the personal data we hold about you.
Right to rectification — to request correction of inaccurate or incomplete data.
Right to erasure — to request deletion of your personal data in certain circumstances.
Right to restrict processing — to request that we limit how we use your data.
Right to data portability — to request your data in a structured, commonly used, and machine-readable format.
Right to object — to object to processing based on legitimate interests or for marketing purposes.
Right to withdraw consent — where processing is based on consent, you may withdraw it at any time.

If you are a US resident (including California), depending on your state you may have the right to:

Know and access the categories and specific pieces of personal information we have collected about you.
Request deletion of your personal information.
Request correction of inaccurate personal information.
Opt out of the "sale" or "sharing" of your personal information and of targeted advertising.
Not receive discriminatory treatment for exercising your privacy rights.

We do not sell your personal information for money. Some US privacy laws define "sale" or "sharing" broadly to include certain advertising activities (such as our use of the Meta Pixel). You can opt out of these through the cookie settings on our website or via our "Do Not Sell or Share My Personal Information" control, and we honour recognised opt-out preference signals such as the Global Privacy Control (GPC) where required.

To exercise any of these rights, please contact us at support@viva-fashion.com or via our Contact page. We may ask you to verify your identity before processing your request. We will respond within the timeframe required by the law that applies to you (for example, one calendar month under the UK GDPR).

Complaints

If you are dissatisfied with how we handle your personal data, please contact us first at support@viva-fashion.com so that we can try to resolve the issue.

If you are in the United Kingdom, you also have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK's supervisory authority for data protection:

Website: ico.org.uk
Phone: 0303 123 1113

If you are a US resident, you may also be able to contact your state attorney general or the Federal Trade Commission (FTC).

Related Policies

For information about returns and refunds, please see our Return & Refund Policy. For details about delivery, please refer to our Shipping Policy. Our full Terms of Service also apply to your use of our website and Services. If you have any questions, please visit our Contact page.