Louis Vuitton, the perfect mastery of communication for luxury brands?

If I have approached various topics in my blog, I still didn’t mention the brand that is considered like the best in marketing strategy. The famous monogram is well known worldwilde, I am talking of course of Louis Vuitton. Founded in 1854, the fashion house is nowadays  one of the world’s leading international fashion houses. Originaly known for its trunks, Louis Vuitton logically built its reputation upon travel experience. Innovation and elegance are also part of its DNA. It succeeds to offer a wide range of products that combine modern and traditional. This represents a real strength of Louis Vuitton. This combination is visible through its different campaigns. Another strength is the capacity to excel across virtually all channels, as well in terms of digital, where LV represents a precursor. If the luxury industry in 2015 has still a lot to learn about web 2.0 but Louis Vuitton already understood it for few years and used it as a powerful communication tool. The perfect illustration of that took place in 2011, when Louis Vuitton decided for the first time to stream a fashion show in live on Ipads and Iphones. Mickey Alam Khan, editor in chief of Luxury Daily, New York declared about LV communication strategy : “It has also been equally trailblazing in the use of social media, online and mobile, while maintaining the highest standards in print advertising,”. Print, online, Mobile and social media, the company develops a multichannel strategy that meshes traditional and new media to create fully realized multichannel efforts.

Louis Vuitton’s print ads continue to be a source of admiration. Always recognizable for their white-border, LV ads always evoke the travel and the “elegance à la Française”.

DEI 440x285 F-JAIS2 GB:a

credit to Dane Deasy credit to Dane Deasy

Moreover, Louis Vuitton uses celebrity endorsement in most of its campaigns. But they choose a wide range of celebrities, not just only famous actress like others brands do. Mohamed Ali, Zinedine Zidane, and even Keith Richards and Buzz Aldrin have been taking part into Louis Vuitton advertising. The strategy here is to touch a wider range of people. The scenery always suggest a stop-off point but let the viewer’s imagination still free.

The impressive Louis Vuitton’s marketing strategy has been reflected in significant growth. For six consecutive years, Louis Vuitton was named the world’s most valuable luxury brand. Year 2013 valuation of the brand was 28.4 billion USD with a sales of 9.4 billion USD.

The sky is the limit for Louis Vuitton.



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