Luxury brands succeed by creating connections with their buyers through very specific insights that leverage value against deeply seated emotional needs.
These emotional values last a lifetime because they are not driven by trends but rather by qualities inherent in the buyer. Understanding these connections is at the heart of branding. At one time the bespoke nature of true luxury brands limited their audiences to all but the most-wealthy. Today this dynamic is radically changed. With the advent of mass customization and highly controlled product releases within the mass market framework, luxury has come to mean many different things to different people. Luxury brands of the bespoke type still do exist and the audience for these brands continues to expand with the growth of global prosperity. The internet has made these brands more accessible than ever which means that Haute Couture brands like Monvieve now enjoy a global clientele.
A designer and maker of bespoke bridal fashions Monvieve is unique in the world of fashion design. They are an accessible luxury with heirloom quality derived from old world craftsmanship and a highly refined aesthetic. This is a luxury that thrives in creating memorable moments. It is a luxury of pleasurable, aesthetically framed memories. These are #MonvieveMoments and this is the heart of the brand.
Working closely with the creative director and owner of Monvieve, Alison Miller, we’ve been carefully crafting #MonvieveMoments. From our participation at the global destination wedding planners conference in Florence, to our shoot at the Belmond Villa San Michele, to a new showroom in NYC, video production, and the U.S. launch event at the Italian Embassy in Washington D.C., it’s been a series of #MonvieveMoments all its own. Here is a link to the video we produced for use at the Italian Embassy.