MIRROR PALAIS' NOTES ON TARGETING
Catering their imagery to the perfectly envisioned customer
Mirror Palais, a New York-based brand, created in 2019 by Marcelo Gaia acquired a significant amount of success and following in just a little less than 3 years of existing.
Even though celebrities like Bella Hadid and Kylie Jenner have been spotted wearing Gaia’s designs, it is not the only reason the brand has been on people’s minds.
Perfectly envisioning the customer buying and wearing their products, Mirror Palais created not only clothes, but a lifestyle that is equally desired.
Who is the perfect customer?
A question asked by every business - who are we selling to? Almost just as important as creating a good product or service, knowing who your target market is makes advertising, and selling, much easier.
Mirror Palais embraces femininity and elegance, taking inspiration from the past decades, Brazilian culture, and heritage while also giving them a modern twist.
Their prime focus is put on a woman in her mid to late 20s. She is conscious of the impact the fashion industry has on the environment and wants, and is able to afford, to buy sustainably. She wants her clothes to be of higher quality, and to look unique and beautiful as well.
Creating imagery.
In an interview for Harper’s BAZAAR Gaia said “Mirror Palais is just what the inside of my brain looks like” which is evident in the way the brand markets itself.
It seems as though the perfect woman, Gaia’s muse, came out of his head and everything he does and creates is for her, and her only. He wants her to feel special, beautiful, and magical so he makes sure the clothes created do just that.
The envisioned muse helps the brand immensely - now they have a skeleton frame to construct and build around.
One of the best strategic moves the brand made is shifting the focus from the product in the process of marketing it. They are not trying to sell you the dress - but the feeling you will get while wearing it.
Photos and videos meant to promote their newest collection, which came out March 30th, are showcasing the whole mission and vision behind the brand.
Buying the feeling.
Warm, summer day. Smell of good food mixed with what is left of your perfume linger in the air. Your lover by your side, stealing soft kisses, walking hand in hand. Giggles and murmur on the streets, an older man playing his guitar on the sidewalk. Sun is setting and there’s no worry in sight.
All of the above is communicated through the brand’s posts.
It seems as though putting on a piece from the brand automatically teleports you to that place.
If you were to come across any of the recent visuals the brand has been posting I doubt your first thought would be someone was trying to sell you something but that you came across an aesthetically pleasing video.
A potential buyer’s head is instantly filled with longing, something they may not feel when seeing garments presented on models standing in front of a white backdrop. Mirror Palais know exactly how to enchant their customers and differentiate themselves from cheaper alternatives.
Materials captured in this specific way are smartly used to create a distinction. You are not buying a dress, rather a lifestyle achieved through wearing it.
Even though Mirror Palais may not be affordable to the masses they are targeting, most of their items sell out within the first hour of the drop. Brand’s popularity is continuously growing due to their usage of social media, which is evident not only by the number of people on their waiting lists.
Creating a recognizable aura around their products leaves an impact on those who are not yet direct customers and stays with them - increasing the probability of them becoming one in the future.
Do you like the type of marketing Mirror Palais is using or does it not affect the way you perceive the brand?
Let me know all your thoughts in the comments.
Thank you so much for reading!
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