Rooted in Seoul, Ready for the World.

IMVOM is a South Korea–based Luxury handbag brand defined by architectural forms, premium textures, and a minimalist design language. With a strong foundation in the domestic market, the brand was ready to transition toward a global audience — but needed strategic clarity to get there.

The 8th Archer led IMVOM’s brand repositioning initiative, helping articulate a clearer identity that could resonate across borders. Our work began with an in-depth market research phase, assessing industry trends, customer behaviour, and growth patterns across global Luxury fashion markets.

This was followed by comprehensive competitive analysis, mapping IMVOM’s placement alongside local and international players to identify whitespace opportunities and areas of overlap. We also developed detailed audience personas across both Korean and global consumer profiles, laying the groundwork for sharper targeting.

At the heart of this repositioning was the articulation of IMVOM’s brand archetype and tone of voice — refined, intentional, and quietly expressive.

These foundational elements helped guide not only future design and marketing decisions but also clarified IMVOM’s long-term narrative as it steps into the international fashion landscape.