< Loyalty Blueprint: Brand Examples MVMT Builds a Viral Lifestyle Brand

MVMT Builds a Viral Lifestyle Brand

Lifestyle brands typically have high confidence that once a customer buys, they’ll stay loyal. Their goal is to attract more customers by decreasing the acquisition threshold with transactional appeal. From there, they rely on the product and brand to promote advocacy and grow the business.


Accessories & Fashion
Brand Characteristics:
High AOV, high LTV
Program Goals:
Reduce barrier to entry for first purchase and get customers through the door

Best Practices

  • Simple referral program: Give X, Get X
  • Maximize shareability

Brand Spotlight: MVMT

Entrepreneurs Jake Kassan and Kramer LaPlante founded MVMT in 2013 after identifying a lack of stylish, high-quality but affordable watches in the market. The brand was built on the idea that luxury timepieces shouldn’t break the bank — and their customers couldn’t agree more. By selling directly to consumers, MVMT could sell designer-quality watches at a great price, launching them into hyper-growth and making them industry leaders.

As a budding lifestyle brand, MVMT’s program is built to create a complete experience for their customers that is driven by value. MVMT was started as a watch brand, and many consumers still view them as such, but they’ve leveraged their loyalty program to play a major role in routing out their brand and image. Through a program that heavily values purchases, customers accumulate points and value at a rate where it makes sense to frequently return to their site and make purchases.


MVMT uses a win-win referral program that’s engineered to make referring a friend as simple as possible. A referral program that benefits both existing and new customers allows a brand like MVMT to focus on acquisition, so they can build their relationship with new customers without letting price get in the way. The key to a program like this is making it both easy and worthwhile for customers to share, and getting the referral discount out to as many new customers as possible.

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