MVMT (pronounced “movement”) is a popular lifestyle brand that initially gained prominence for its stylish and affordable watches. Founded in 2013 by Jake Kassan and Kramer LaPlante, MVMT aimed to disrupt the traditional watch industry by offering high-quality, minimalist designs at a fraction of the price of luxury brands. The brand quickly gained a strong online presence through social media marketing and influencer partnerships.
Key points about MVMT:
- Watches and Accessories:
- MVMT started by offering a range of minimalist and modern watches for both men and women.
- The brand expanded its product line to include other accessories such as sunglasses, jewelry, and leather goods.
- Affordable Luxury:
- MVMT positioned itself as a provider of “affordable luxury,” offering stylish and well-designed products at more accessible price points compared to traditional luxury brands.
- Direct-to-Consumer Model:
- MVMT initially focused on a direct-to-consumer (DTC) business model, selling its products exclusively through its website.
- This approach allowed the brand to reduce costs associated with middlemen and physical retail stores.
- Digital Marketing and Influencers:
- MVMT gained popularity through savvy digital marketing strategies, particularly on social media platforms like Instagram and Facebook.
- The brand collaborated with influencers and used user-generated content to build a strong online community and engage with its target audience.
- Expansion and Growth:
- Over time, MVMT expanded its product offerings beyond watches to include a variety of accessories and lifestyle products.
- The brand’s success led to its acquisition by Movado Group, Inc., a well-established watchmaker and distributor, in 2018.
- Brick-and-Mortar Stores:
- Following its acquisition by Movado Group, MVMT also started opening physical retail stores in select locations to complement its online presence.
- Sustainable Initiatives:
- MVMT has also shown a commitment to sustainability and ethical practices in its supply chain, reflecting growing consumer demand for responsible business practices.
Please note that my knowledge is based on information available up until September 2021. Since then, there may have been further developments, changes, or new product offerings related to MVMT. To get the most current and accurate information, I recommend visiting the official MVMT website or other reliable sources.