THE
TABLE OF CONTENT
HONG KONG: THE CITY OF LIGHTS THE CONCEPT: LIVE BY LOUIS VUITTON
PAGE 3 PAGE 4
PERCEPTUAL MAP SWOT ANALYSIS
PAGE 6 PAGE 7
THE CONSUMER PROFILE
PAGE 8
THE LAUNCH ARTIST: MARK GOSS THE LAUNCH COLLECTION: MOOD BOARD THE APP
PAGE 10 PAGE 11 PAGE 12
THE PRODUCTS
THE PLACE:
- STORE LOCATION - STORE DESIGN - LIVE BY LOUIS VUITTON WEBSITE - ONLINE DISTRIBUTIOM CHANNEL
PAGE 22 PAGE 24 PAGE 25 PAGE 26
THE PEOPLE
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- THE BAG - THE WALLET - THE SUNGLASSES - THE KEYCHAINS
THE PROMOTION: - STATIONARIES - TAGS AND PACKAGING - INVITATION CARD
- PRESS RELEASE - LAUNCH PARTY - LOOKBOOK - PROMOTIONAL METHODS
PAGE 14 PAGE 16 PAGE 18 PAGE 20
PAGE 30 PAGE 31 PAGE 32 PAGE 33 PAGE 34 PAGE 36 PAGE 37
“ OUR SPACE IS A NEON SPACE. IT’S A LIGHT SPACE. IT’S A SPACE OF ENERGY THAT IS ELECTRIC. IT’S THE WAY PEOPLE MOVE.
IT’S THE ENERGY OF HONG KONG.
” - CHRISTOPHER DOYLE
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HONG KONG:
CITY OF LIGHTS What’s more exciting than the nightlife of Hong Kong?
Known as the city of lights, the city where neon signs surround the streets. This neon city is a picture that comes to mind when we watch the famous Chinese movies set in Hong Kong during the 80’s and 90’s. The daytime in Hong Kong, however, lack this excitement, energy and vibrance that is the characteristic of Hong Kong. Therefore, we are left to ask,
“How do we bring this excitement into the stagnant, daily Hong Kong lifestyle?”
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THE CONCEPT:
LIVE BY LOUIS VUITTON We will aim to bring out this excitement and energy of Hong Kong night lights into the day through a much needed diffusion line, Live by Louis Vuitton. As Louis Vuitton bags and other accessories, with all the fake copies, have become another banal repetition that surrounds us in Hong Kong throughout every day. It seems that not only everyone can own a Louis Vuitton bag, no matter real or fake, Louis Vuitton in Hong Kong has been dominated by Mainland shoppers, and it’s become apparent that Hong Kongers don’t appeal to Louis Vuitton anymore, esepcially the younger market. Young women in Hong Kong no longer want these pieces that they see on everyone; from their mother to their great aunts wearing. Therefore, Live by Louis Vuitton create accessories that are more youthful, customizable, difficult to replicate, and constantly updateable. In order to do this, Live by Louis Vuitton will collaborate with local artists every season to develop patterns fit to be displayed on hand bags and accessories via L.E.D. lights. When one comes across these specific works of art, he or she will be able to take a picture and access the pattern for their accessory by downloading the picture to the Live by Louis Vuitton app. Each season, we will collaborate with a new artist to keep our pieces exciting and up-to-date with the trends. While Live by Louis Vuitton will be les expensive, at half the price of Louis Vuitton, it will also be more exclusive due to it’s advanced technology input, as we will be starting out with only one store in Hong Kong and also using websites as a means for customers to buy from us. The difficulty to mimic the look and technology will also make these pieces more exclusive and noticeably authentic when seen on the streets.
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PERCEPTUAL MAP
Prestige Price
Mass Market
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Exclusivity
Affordability
THE
THE
STRENGTHS
WEAKNESSES
Appeal to younger market Loses extent of exclusivity of other products
Fun Experience
Less traditional and classic look
Lower price than other LV bags
Still a somewhat high price tag for the age range
More difficultto make fake replicas because of advanced technology and always changing, one-of-a-kind patterns
Unpredictability of Technology problems Breaking Glitches
Allows a larger variety of designs from one bag, making it more environmentally efficient
Connection problem
Promotion ideas are more up-to-date and interactive
THE
OPPORTUNITIES
Can improve technology to blend in cohesively inside leather fabric instead of combining special LED fabrics
SWOT
THE
THREATS
People may fake street art by specified artists
Can expand market reach
Art may be painted over or defiled
Expand beyond Hong Kong to incorporate graffiti
Competitors may create more advanced technology
Can open up more stores in other countries featuring those countries’ artists
Copyrighters may figure out how to mimick technology or hack data system of patterns for app
Expand diffusion line to include clothing
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THE
ARTSY CHIC HIPSTER
CONSUMER PROFILE
The Live by Louis Vuitton customer is typically an 18 to 30 year old female of middle to wealthy class, who is a fashion blogger, stylist, or consistent trend follower.
BEHAVIOR: She seeks quality, but is open-minded to the new, unique fashions, thus attracting her to the newest, most of-the-moment fashion brands.
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SHOPPING: Other brands she may shop include a mixture of Alexander Wang, Marc Jacobs, Louis Vuitton, and Topshop.
“ When you focus on the consumer, the consumer responds. � - Alexander Wang
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THE
ARTIST [ MARK GOSS ] LAUNCH ARTIST FOR LIVE BY LOUIS VUITTON
For the first season of Live by Louis Vuitton, we will be collaborating with well-known Hong Kong- based street artist Mark Goss. Goss studied graphic design in London, and then moved to Belgium, where he began his art career. Now a Hong Kong local, he fills the streets and walls of cafes and stores with his vibrant, graphic aesthetic. Goss is no stranger to the world of fashion and design, as in the past he has worked with Converse, Adidas, and Lane Crawford by revamping their store interiors in Hong Kong.
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X MARK GOSS
X Explore. Experience. LIVE. Mark Goss
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LIVE by Louis Vuitton The Live by Louis Vuitton app has a lot of incredible features which contributes to the Live by Louis Vuitton experience. With this app, your Live by Louis Vuitton bags, wallets, sunglsses and keychains will never look the same every day. It not only has the lastest trends and updates on the Live by Louis Vuitton’s collections, artist and new art locations, but also special offers every season.
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THE
BAGS PRODUCTS
Alternative Patterns:
HKD $15,000.00
THE
BAGS Live by Louis Vuitton bags includes the classic silouettes of the Louis Vuittion Carryall bag. But what makes Live by Louis Vuitton bags so special and exciting is it’s LED lighted fabric that displays the chosen works of art downloaded via the Live by Louis Vuitton app. While the compromised leather will not be exactly the same as Louis Vuitton’s, as the products are half the price, it will be of good quality. and the LED portion will constantly updateable.
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THE
WALLETS PRODUCTS
Alternative Patterns:
HKD $2,000.00
THE
WALLETS Live by Louis Vuitton wallets includes the classic silouettes of the Louis Vuittion wallets. But what makes Live by Louis Vuitton wallets so chic and unique is it’s LED lighted fabric that displays the chosen works of art downloaded via the Live by Louis Vuitton app. While the compromised leather will not be exactly the same as Louis Vuitton’s, as the products are half the price, it will be of good quality. and the LED portion will constantly updateable.
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THE
SUNGLASSES PRODUCTS
Alternative Patterns:
HKD $1,500.00
THE
SUNGLASSES Live by Louis Vuitton’s sunglasses are no ordinary sunglasses. With the classic silouettes of Louis Vuitton sunglesses, the arms of the sunglasses has the Live by Louis Vuitton twist, it also features the LED lighted technology that can be downloaded through the Live by Louis Vuitton app.
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THE
KEYCHAINS PRODUCTS
Alternative Patterns:
HKD $500.00 - $1,000.00
THE
KEYCHAINS Live by Louis Vuitton’s keychains are no ordinary keychains. With the classic Louis Vuitton gold keychain holder, the keychain design has the Live by Louis Vuitton twist, it also features the LED lighted technology that can be downloaded through the Live by Louis Vuitton app. Making the LED lighted technology fun affordable to all.
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“ Three important elements in business: Location. Location.
LOCATION. ”
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- Shane Early
THE
PLACES
STORE LOCATION
Live by Louis Vuitton will open its first store in Central, Hong Kong, where the most fashion conscious, on-trend shoppers swarm to shop the latest trends. In this location, with the Louis Vuitton store, Topshop, Coach, and many other designer stores nearby, Live by Louis Vuitton will be located among its largest competitors and the clientele for which it aims. In addition, this places Live by Louis Vuitton among the artistic community of Soho and multitudes of Street art that lines the streets.
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THE
PLACES
STORE DESIGN
The Live by Louis Vuitton store design will be in the color scheme of black, white and neon as to reflect the whole diffusion line concept and design. The design will be chic yet minimal to obstract any distract from our products, the store will have LED lighting system and special LED features for wall space and product display area which enhances the customer’s experience.
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THE
PLACES
ONLINE WEBSITE
The Live by Louis Vuitton online website is an easy natvigation to shop, browse and learn more about the Live by Louis Vuitton line and information on collaboration with several artists. Our Live by Louis Vuitton app is also a place where customer can read and learn more about us. And to connect and help customer, they will be able to contact us through our app and website.
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THE
PLACES
ONLINE SHOPS
Aside from the Live by Louis Vuitton store, website and app, Customers will also be able to buy the our products from our own online store, livebylv.com, and other online luxury stores including Lane Crawford, Net-A-Porter, Shopbop, and T-mall for China mainlanders. Selling our products through these websites has low-running costs, but will be able to reach out to a broader market and new customers, as it will be easier to interact with social media platforms for promotions. Above all else, this is also the most convenient method of shopping for our customers.
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THE
PEOPLE
Live by Louis Vuitton is all about the experience, so customer service plays an important part. Hence, Live by Louis Vuitton will not be open to hire just anyone. The people who work for us must have excellent knowledge of the brand and the product, as well as the actual LED technology. They must also have very good, universal communication skills, as they will need to speak English, Chinese, and Mandarin to meet client needs. In the store, they will only dress in black uniform, and will have a clean, neat, and well-groomed appearance. Always eager to help customers, they will be friendly, approachable, helpful, and, above all else, passionate about the brand. They will make each customer feel as if they are the only customer.
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“ If you have the goal to deliver an
experience so great that the customer will return and recommend you, then you’re on the path to success.
”
- Shep Hyken
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THE
PROMOTIONS
LIVE by Louis Vuitton Stationaries
PROMOTIONAL MATERIALS
One of our promotions will be stationary of all types displaying the Live by Louis Vuitton Logo and new revived monogram, all in the simple color scheme of black, white, grey, and splashes of neon.
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THE
PROMOTIONS
Tags and Packaging for all bags, wallets/purse, sunglasses an accessories
PROMOTIONAL MATERIALS
The Packaging will be simple, yet functional, maintaining the line’s black, white, and neon color scheme and logo. It will include a large bag for larger sized purses, a smaller bag for smaller handbags. A box for wallets, a glasses case with a customized glasses wipe, and Live by Louis Vuitton business cards in case the customer ever needs special assistance.
PROMOTIONAL MATERIALS
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THE
PROMOTIONS
Invitation card
PROMOTIONAL MATERIALS
THE
PROMOTIONS
Press release package:
PROMOTIONAL MATERIALS
Our press release package will include our Live by Louis Vuitton press release, a Mark Goss designed IPhone case as a gift, a USB that contains the launch line lookbook and a special box that has the LED Live by Louis Vuitton words lit through for the visual experience they can expect to see.
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THE
PROMOTIONS
Dragon-I Launch Party To introduce the Live by Louis Vuitton diffusion line
to the media and to future clientele, we will throw a launch party at the new store, followed by an after party at the swanky Dragon-I club, where only the most stylish and most elite spend their nights. The new lighting system will be perfect to display the artwork of Mark Goss and the new patterns he has developed, while the spin master Kenzo will provide music to keep the party lively and entertaining. Special Invites to this launch party will be sent to select people, and press releases including a description of the event, a Live by Louis Vuitton IPhone case, and USB with the launch collection lookbook will be delivered in special LED boxes displaying the new diffusion line’s name, Live by Louis Vuitton.
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THE
PROMOTIONS
Printed and digital lookbook
PROMOTIONAL MATERIALS
The new line’s first season lookbook will be available to shoppers on individual USBs and printed lookbooks free for them to pick up in stores and during the launch party.
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THE
PROMOTIONS
Exposing the diffusion line locally and internationally
PROMOTIONAL METHODS
To promote the brand, we will send samples to famous fashion bloggers, stylists, and to magazines for editorials. This way, followers of these fashion outlets will become aware of the brand and want the pieces that their favorite celebrities and fashionistas are dawning.
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THE
PROMOTIONS
Using social media
PROMOTIONAL METHODS
Other methods of promoting the Live by Louis Vuitton line will include
social media outlets like Facebook, Twitter, Instagram, and QQ. This way, word of the line will reach beyond Hong Kong, to mainland China and other countries.
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THE
PROMOTIONS
PROMOTIONAL METHODS
Live by Louis Vuitton will also have bright posters with the logo and product displayed in the MTR, adding a pop of color to people’s dreary commutes.
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THE
PROMOTIONS
PROMOTIONAL METHODS
Live by Louis Vuitton will also have bright posters with the logo and product displayed in the MTR, adding a pop of color to people’s dreary commutes.
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THE
PROMOTIONS
PROMOTIONAL METHODS
Live by Louis Vuitton will also have bright posters with the logo and product displayed on the bus, adding a pop of color to people’s dreary commutes.
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THE
PROMOTIONS
PROMOTIONAL METHODS
At night, however, Live by Louis Vuitton will display the logo through neon L.A.S.E.R tech graffiti on buildings in Central, such as the Louis Vuitton buidling and HSBC building for any passers by to see. This adds onto the excitment of Hong Kong’s nightlife and innovatively give by-passers that visual experience.
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EXPLORE.
EXPERIENCE.
LIVE by Louis Vuitton.