Carolina Herrera

Industry evolution & shifting customer habits transform the luxury landscape

The brand recognized that digital commerce and the increased transparency of access have dramatically affected the way customers interact with new collections. ‘Buy Now, Wear Now’ consumer behavior is disrupting the historical, future-forward structure of fashion shows.

Instead of working against this trend, Maison MRKT and Carolina Herrera embraced an opportunity to lean in - addressing this shift and better engaging modern audiences without sacrificing brand heritage in the process.

MM Audience Strategy

We leaned into our diverse audience mix, as well as learnings from previous conversion-focused campaigns to seamlessly integrate into the brand’s existing marketing mix and quickly begin generating sales.

MM Creative Direction

Our creative team designed campaign-ready video clips pulled from key moments of the live stream, created as sneak peaks to encourage ‘click through’ and increase ‘view more’ clicks - key top of funnel interactions.

Carolina Herrera is a cornerstone of luxury women’s ready-to-wear. A household name for over four decades, the designer turned mogul brought chic tailoring and effortless sophistication to the forefront of global fashion. Today, the House of Herrera works closely with Maison MRKT to solidify its position for the future - addressing the opportunities and challenges informed by the modern luxury customer.

Providing opportunities to connect in new and meaningful ways

Together, Maison MRKT, the brand and live shopping technology Bambuser partnered to create a first-of-its-kind shopping experience and signature digital campaign for Carolina Herrera’s latest collection.

Through Bambuser’s live shopping technology, Creative Director Wes Gordon hosted a shoppable walk through of the collection from the brand’s Madison Avenue Flagship.

In a live stream posted to the Carolina Herrera website, the designer discussed each piece from the collection - highlighting inspiration, construction, fit, and other key design elements - while the Bambuser technology allowed for instant shoppability of each look.

Maison MRKT then pushed the content to a global audience - transforming the interactive experience into an optimized, conversion generating campaign. One that offered instant shopping capabilities for the new collection, direct alignment to the flagship store and access to the brand’s creative director.