Louis Vuitton by Banksy by Isabel Wittmann

Louis Vuitton By Banksy

Spring/Summer 2015 1

Isabel Wittmann Computer Tools II - Nicolas Godon Representation Techniques Level 5 BA Fashion Marketing & Communication IED Barcelona

INDEX I. Analysis / Strategy History

Mission Statement

Target Market

Previous Collaborations

Objectives

Inspiration

Not to-do

Banksy

II. Editorial Editorial Brief

Stylist

Photographer

Make-up

Hair

Model

III. Lookbook IV. Website V. References

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I. Analysis Strategy History Louis Vuitton, the world famous french hand-bag label, is perceved by the general public as a very conservative brand. This is also due to its history. Louis Vuitton was born on August 4, 1821 in the hamlet of Anchay, France, the son of a farmer. After his mother died, Louis left home at age 13 to head for Paris. It took Louis two years to travel 292 miles to Paris, because he stopped many times along the way to work and earn money. Vuittonâ&#x20AC;&#x2122;s first job when he arrived in Paris was as a box maker, and a packer for items for shipment and travel. Vuitton became a well-known and award-winning box maker and was appointed as the personal box maker for the wife of Napoleon Bonaparte. In 1854 Vuitton opened his own box making and packing business and his first retail store that sold travel trunks of his own design which were covered in canvas rather than leather. Reportedly Vuittonâ&#x20AC;&#x2122;s business was immediately successful, and he continued to create innovative luggage which he manufactured and sold out of his Paris retail store.

Mission Statement

“The mission of the LVMH group 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.”

In order to maintain consistent execution of its mission statement throughout all of its holdings, LVMH has formulated Corporate Values to guide the leaders of each of its companies. The LVMH Corporate Values are: Be Creative and Innovate - Long term success is rooted in a combination of artistic creativity and technological innovation. Aim for Product Excellence - The search for excellence goes well beyond the simple quality of products: it encompasses the layout and location of our stores, the display of the items they offer, their ability to make their customers feel welcome as soon as they enter our stores... All around them, clients see nothing but quality. Bolster the Image of Our Brands With Passionate Determination - In each of the elements of their communications with the public (announcements, speeches, messages, etc.), it is the brand that speaks. Each message must do right by the brand. In this area as well, there is absolutely no room for compromise. Act as Entrepreneurs - The Group’s organizational structure is decentralized, which fosters efficiency, productivity, and creativity. Strive to Be the Best in All We Do - In each company, executive teams strive to constantly improve, never be complacent, aways try to broaden our skills, improve the quality of our work, and come up with new ideas.”

Target Market Louis Vuitton’s target market is well defined. Any person with a high income level suits their scheme. Their goods are never on sale, in fact, the prices increase on a yearly basis.

Previous Collaborations Previous collaborations include Kayne West, who designed a shoe line (sneakers) inspired in the Hip Hop culture. Another very famous collaboration was the one of Stephen Sprouse, with the name of Louis Vuitton printed on the famous monograms in various vivid colours. Also another famous collaboration, is the one of Murakami, who also used the classical monogram patterned bag as a canvas for a millitary print. It also included prints with cherries and flowers. The last, and probably most successful collaboration Louis Vuitton has done, was with the well known Japanese Pop Icon artist Yayoi Kusama, which was all about different vivid coloured polka dots on the brands iconic canvas.

Objectives The main objective, of this new collaboration with the famous graffiti artist Banksy, is to not only increase their sales, but mainly to target the younger audiences and change the entire brand perception for younger people, this way driving it away from the current conservative and sometimes “boring” usual brand perception among youngsters.

Inspiration The main sources of inspiration for this collaboration between Banksy and Louis Vuitton, are street style and graffiti art. In the recent decades there have been various high fashion editorials based on graffiti art and using street sites as their photoshoot locations, creating a contrasting feeling between high fashion and the street lifestyle. This gives it a great twist, and breaks through the high-end glamorous usual feeling they carry. Not only will this limited edition collection be inspired in graffiti art and streetstyle, but contain a deeper meaning, giving Louis Vuitton as a brand, a new feeling and refreshing air to it. Not-to-do. There have been various collaborations between high-end fashion labels with many different kinds of types heading to different kind of directions, such as music, celebrities or art. Every time a collaboration is announced, it reassures great excitement by the brands followers, only that sometimes its success is not reassured. There have been a number of failures in this aspect which is a benchmark of what not to do. An example of this was the quite recent collaboration between the fashion label “Maison Martin Margiela” and the low cost fashion fashion brand “H&M”. The fashion brand wanted to give itself a new air and polish up its image, by copying previous hugely succesful collaboration such as H&M with Karl Laggerfeld in 2004. This failed entirely resulting in low sales and discounted prices.

Banksy Banksy is a British pseudonymous graffiti artist who apart from his expressional graffities, also directs films, takes part in political activism and paints. His graffities are recognised worldwide by a large fan group. He is though of one of the most important street artists of our time. This is mainly due to his very expressional graffities. All of them have a meaning, mostly political related. He enjoys to satirize politicians and the constitution. His works have been purchased by many, not only by famous pop stars such as Christina Aguilera or Brad Pitt and Angelina Jolie. They are auctioned at Sothebyâ&#x20AC;&#x2122;s and puchased for various thousand dollars. Apart they can also be found all over Londonâ&#x20AC;&#x2122;s streets.

EDITORIAL

Editorial Brief This editorial should carry a complete young and fresh air. Although it should also maintain Louis Vuittons core brand values, focusing in this editorial mainly on the combination of youth and travelling. The locations will be on two different sites. The first will be on the carebbean island of Belize. There is a beautiful pyramid left over from the Mayan era. This is an increasingly popular travelling destionation among youngsters. The location is crucial for this editorial, as it must reflect the new and interesting travelling destinations for the younger generations. The second location will be in an old building filled with graffiti, creating a contrast from the high luxury brand, to the poor street ambience. It will show the handbags created with the Bansky graffities on them.

Stylist Its important, when it comes to the stylist, to choose someone who has experience in street style. The one used for this editorial will be Emmanuele Alt. She is the fashion editor and stylist of the French Vogue for 11 years, since February 2011. She works in the fashion industry since she was 17 years old, holding positions at French Elle and Mixte magazine. Her aesthetics and styling at Vogue show provocative manners that include a great deal of nudity. She has collaborated with the most acclaimed fashion photographers such as David Sims, Mert and Marcus, Mario Testino, and Bruce Weber. I admire her makeup-free youthful appearance as well as her looks.

Photographer The chosen photographer for this editorial, is one that has already previously worked with the house. Steven Meisel has not only shot with Louis Vuitton, but also counts with many important other labels in his portofolio such as Dolce & Gabanna or Prada. His photographic style suits greatly for the shoot.

Make up For the make-up, the best suitable make-up artist for this editorial is Sam Fine. He is considered to be one of the best make-up artists in the world right now. The make-up should be strong, with large focus on the eyes, creating a captivating and sexy sight, reflecting on the wildness within youth.

Hair The hair should be wild and scruffy. It should reflect the graffiti and street style vibe. Just as the make-up it should give the feeling of freedom and strength. The best hair artist for this task will be Ben Skervin. Many Hollywood celebrities and fashion magazines book him for their editorials.

Model One of the most important aspects of an editorial is the model. She or he create the entire mood. In this kind of editorial it is best to use a well-known model with history so a certain feeling is added to the pictures. For this purpose the most suitable model would be Alice Delall. She can visualise perfectly the purpose of this shoot. She also carries the perfect young, wild and free spirit that should be conveyed in this editorial. With extravagant poses and strong facial expressions, she will defenetly achieve the wished for effect. Previously, she has modelled for other very important high fashion brands, such as Chanel, creating this exact feeling. One of her latest editorials shot, was the one of Chanel with their latest, hugely successful handbag, the â&#x20AC;&#x153;Boyâ&#x20AC;?. It contrasted the two worlds perfectly.

LOOKBOOK 26

Ref. 9763526

Ref. 9884521 Top Ref. 76567 Jeans Ref. 70432 Shoes Ref. 71145 Blazer Ref. 75103 Neclace Ref. 34541 28

WEBSITE 30

Link to Minisite http://louisvuittonbanksy.wordpress.com

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