LOUIS VUITTON
FASM-440
Alex Wang
Prof. Daniel Green
Table Of Content About
1
Brand Identity
2
Revenue
3
On-Ground Visual Communication
4
Online Visual Communication
12
Collaborations
18
Recommendations
20
Louis Vuitton Louis Vuitton Malletier, commonly known as Louis Vuitton or shortened to LV, is a French fashion house and luxury goods company founded in 1854 by Louis Vuitton. It is owned by the luxury group LVMH. The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses.
Vision Statement LVMH has successfully preserved a family spirit that places a priority on a longterm vision. The Groups vocation is to ensure the development of each of its Houses while respecting their identities and their autonomy, providing the resources needed to create, produce and market their products and services through carefully selected channels
Mission Statement The LVMH group's mission is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation and kindle dream and fantasy.
Values Be Creative And Innovative Deliver Excellence Cultivate An Entrepreneurial Spirit
Target Customer Louis Vuitton targets the following two segments: wealthy middle-aged women from 35 to 54 years old and affluent young fashionable female adults aged 18 to 34 years old who have disposable income and are brand aspirants.
53.23 billion Dollars in revenue in 2020
ON-GROUND VISUAL COMMUNICATION Louis Vuitton is the primary reason why the LVMH company has had such an enormous global success in the luxury marketplace. Their brand development strategy, ideal market positioning, and international diversification act as the creative backbone to this large corporation and have truly allowed the company to grow beyond the competition.
The Louis Vuitton Flagship Store for Japan is designed by UNStudio. A ten-story landmark building, this flagship store contains retail, café, spa, bookstore, event and exhibition space, with the design intention of blending classical and modern qualities that make up the essence of the Louis Vuitton company, its products, its history, and its future. This could be Louis Vuitton's Milestone moment because it is presenting a new effective form of the luxury retail boutique. Louis Vuitton Japan Flagship Store
INTERIOR Sugalabo V restaurant
The interior of the store is successfully designed to maintain the luxurious aesthetic of Louis Vuitton. The modern elements in the window display also successfully showed Louis Vuitton's effort at catering to the younger generation market. Louis Vuitton is good at using elements with a historical background when designing its store layout, by embracing the local culture, Louis Vuitton is showing that the company cares about the local market at a very low cost.
Retail Space
Window Display
Cafe V
STORE LAYOUT The store layout is designed in a way that looks clean and organized The lights on the shelf are bright enough to display the details of products. The background and the foundation of the products change based on the product's color and material. The modern interior design also speaks to the younger consumers The use of natural color wood shows cares for sustainability The color and the material of the mat on the bench is a great example of Louis Vuitton embracing the Japanese culture
Louis Vuitton Flagship Store Japan
STORE IN STORE Rather than selling their products to department stores to display and price as they please, many luxury brands now operate concessions or store-within-a-store. Louis Vuitton is a good example of it. The brands rent space inside large, high-end department store chains, such as Lenox Square or The Mall at Millennia, and build their own mini-stores. Depending on the contract, Louis Vuitton operating its own in-store concession may also be free to hire its own staff and decide what products to stock and when to markdown prices. This control helps prevent the products from being marked down too frequently or by too much, cheapening the brand.
Louis Vuitton Department Store Amsterdam
Pop-Ups The installation features designs from Louis Vuitton Men’s spring-summer 2021 collection. The exhibit brings to life the world and characters featured in Abloh’s animated film The Adventures of Zoooom with Friends, which first premiered at Digital Paris Fashion Week 2020. The short film follows a cast of animated characters hiding as stowaways in LV shipping containers traveling through Paris.
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Miami Hollywood Shanghai
Pop-Ups Louis Vuitton has done an enormous amount of popup shops previously to ensure the latest brand messages is presented to the world. Louis Vuitton is really good at using bold colors to catch the viewer's attention. Through the pop-up shops above, we can see Louis Vuitton's effort at catering to the younger generation market.
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Lv 2 shop NYC
Heaven on Heart MIllan Lime Shop NYC
LOGISTIC CENTER
Louis Vuitton has been defined by a pioneering spirit since its founding in 1854, making it natural that the House also be a trailblazer in environmental performance. Achieving certification for the Supply Chain thus carries on this legacy. In 2013 Louis Vuitton became the first French company to earn ISO 14001 certification (the global benchmark Environmental Management System) for a portion of its supply chain. As the result of more than 20 years of environmental commitment, this certification process mobilized all Louis Vuitton teams, especially Supply Chain & Logistics and Environment & Innovation teams. The team also benefited from close cooperation with the LVMH Environmental Department and its auditors.
Louis Vuitton
Online Visual Communication
Instagram Post Data 4,924 Posts 42.8 Million Followers 5 Following 1-2 Post daily
Instagram Reels Data Contents are mostly about their newest collection/Collaborations 1.8- 10 Million Traffic for each video 132- 410k Likes 213- 2,468 comments 1 post daily when Louis Vuitton is announcing their newest collection
IGTV Data Content Lifestyle Event Campaign Collections Fashion Show Collaborations Traffic and likes are similar to their Instagram Reels data 1 post per month with the most essential message they want to pass out
Louis Vuitton Official Website Looks clean Easy to navigate Has an enormous amount of information Excellent SEO management
Louis Vuitton Pass App The mobile application Louis Vuitton Pass has taken on a modern look while maintaining its existing functionalities. Always at the cutting edge of innovation, Louis Vuitton Pass is a mobile app that takes the user even further into the heart of Maison’s world. By scanning any campaign visuals, the Louis Vuitton Pass gives access to product information and enriched content: from making-of and behind-the-scenes content to the discovery and purchase of featured products and the exclusive world of the new campaign.
Omni-Channel Visual Communication
Louis Vuitton did an excellent job at combining online and on-ground visual communication together. When it works together, it performs much more effectively at engaging with the target consumer. The consumer is getting a 360degree view of the concept/ event that was presented. It is delivering the message from Louis Vuitton more accurately and effectively
COLLABORATIONS
LV x Nigos
LV x Stephen Sprouse
LV x Jeff Koons
"THE REASON I COLLABORATE WITH LOUIS VUITTON…" “…is that Louis Vuitton is number one in the world, and I am honored to work with them,” Yayoi Kusama once said. Her words best encapsulate the sentiment behind the history of LV and artistry collaborations. Louis Vuitton’s distinction and renown make it an honor to be chosen as an artist to create something with the brand.
COLLABORATIONS
LV x Supreme
LV x Yayoi Kusama
LV x NBA
Louis Vuitton has been at the forefront of brand collaboration, paving the way before the practice was adopted by other luxury houses. Louis Vuitton has collaborated with a great number of artists and brands that are popular within the younger generation. Louis Vuitton has been very successful at taking advantage of these collaborating opportunities to delight their customers in unexpected ways with the innovative use of visual communication.
RECOMMENDATIONS Website
Social Media
Store
Louis Vuitton should include a gift tab on its official website. In this section, a line of popular chosen gifts will be presented to the consumer.
Louis Vuitton should be more active on social media and post contents more frequently because the majority of their target customer spends a lot of time on their phone.
It would be better to use different country's local elements more obviously especially in the Asian market because of the rich historical background.
WORK CITED
https://www.comparably.com/companies/lvmh/mission https://www.lofficielusa.com/fashion/louis-vuitton-pop-up-2019 https://superfuture.com/2020/08/new-shops/new-york-louis-vuitton-pop-up-store-renewal/ https://www.windowswear.com/louis-vuittons-heavenly-pop-up-in-la-rinascente/ https://www.thecut.com/2020/12/louis-vuitton-unveils-miami-installation.html https://www.travelandleisure.com/style/fashion/louis-vuitton-pop-up-rodeo-drive https://www.lvmh.com/news-documents/press-releases/lvmh-showed-good-resilience-against-the-pandemic-crisis-in2020/#:~:text=LVMH%20Mo%C3%ABt%20Hennessy%20Louis%20Vuitton,declined%2016%25%20compared%20to%202019. https://rebag.com/thevault/louis-vuitton-embraces-collaboration/ https://superfuture.com/2020/05/new-shops/rotterdam-louis-vuitton-shop-in-shop-opening/ https://www.slideshare.net/MTFuture/louis-vuitton-paris-montaigne-store https://us.louisvuitton.com/eng-us/magazine/articles/a-legendary-history#centennial https://jobs.louisvuitton.com/eng-us/careers/patrimonial/our-history-in-stories https://eu.louisvuitton.com/eng-e1/articles/louis-vuitton-pass-application-is-launched