How many brands can boast a monogram recognized by people of literally all ages and refers to greater than just the brand itself, but in addition luxury, social status, heritage, exclusivity, and more?
Actually, Louis Vuitton needs no introduction on the subject of the world of luxury fashion. LV utilizes its campaigns and marketing strategy as a vital tool to construct its fame and maintain its leader position in the luxurious goods sector. With campaigns that resonate with its target market and promote the brand identity LV’s marketing strategy has been winning for a long time now. Let’s see how.
Louis Vuitton’s marketing strategy: What’s the story?
The LV brand and the shopper community are so well intertwined due to the nice understanding of the brand’s understanding of its target market. The needs of the target market are well understood and appreciated by the brand and vice versa. But what are the LV customers asking for that the brand is so willing to supply?
LV’s Way within the Marketing: Exclusivity to the Core
Louis Vuitton’s loyal customer base greatly values and appreciates exclusivity, which perfectly embodies the brand’s identity. Original LV handbags are crafted by hand by experienced artisans with the utmost quality materials. This makes each handbag one-of-a-kind adding on to the luxurious sensation of a purchase order from the brand.
“We don’t do marketing; we just create exceptional products of their design and craftsmanship.”
– Bernard Arnault
To further enhance the exclusive shopping experience, Louis Vuitton employs a novel marketing strategy, utilizing only two channels to sell their products: their very own shops and official website. By maintaining control over the locations of their products and the variety of the stores wherein they’re displayed, the brand is capable of curate the shopping environment and uphold their esteemed fame.
Limited-edition Collections and Customization
As a component of promoting its unparalleled marketing strategy, Louis Vuitton knows the way to make use of exclusivity to set their customers in motion with made-to-order shoes to limited-edition collections. Knowing its power within the sector and amongst its customers, the brand might be one in all the only a few that would sell a handbag made out of actual trash to $150,000 – exclusive and one-of-a-kind!
Alongside its limited-edition collections, a few of that are exceptionally unique, LV offers a way of exclusivity to its customers through personalized shopping-cart customization. Customers have the chance to further customize the already limited-edition handbags by adding a sticker of their preference. This allows for a good more personal touch to those rare and unique pieces.
What about Digital Marketing? Louis Vuitton’s Social Media Strategy
As everyone knows, Louis Vuitton, a brand holding an unparalleled position each in the style and cosmetic markets, didn’t initially embark on its journey through digital media. The brand’s success, which is a results of its designers, products, and other stakeholders, is one other story altogether. However, its daring approach to the digital world, which involves cultivating an opulent image and attracting recent goal audiences, is a triumph.
No surprise that Louis Vuitton has dominated the digital marketing game, given their ability to embrace a fresh, dynamic, and fascinating brand image on social media. Promoting lifestyle and fascinating with consumers through compelling storytelling, has “slayed” the marketing game.
Gen Z Knows Better – Louis Vuitton + Gen Z Idols
In the twenty first century, brands have a secret weapon at their disposal, and should not afraid to make use of it: Gen Z idols & celebrities.
When examining the style brand’s social media presence, it becomes apparent that Louis Vuitton is targeting not only the high-income community and fashion-forward individuals but in addition the middle-income group and young buyers as well.
Louis Vuitton has been tapping into the ability of Gen Z idols to broaden its target market on social media. LV has been collaborating with several young celebrities and influencers, reminiscent of Zendaya, Emma Chamberlain, and Billie Eilish, to create content that resonates with younger audiences and establishing meaningful connections between brand and influencer marketing.
This strategy has been particularly effective in capturing the eye of a recent and growing audience and keeping the brand fresh and current in an evolving market. In addition to expanding its target market, the brand has not overpassed its campaign to emphasise its commitment to quality, craftsmanship, and exclusivity.
Staying abreast of trends: Louis Vuitton’s World Cup campaign
Louis Vuitton’s marketing strategy and campaigns don’t only give attention to engaging with its customers and constructing a way of community across the brand but in addition on securing precious brand territory by collaborating with well-known figures during global events.
Louis Vuitton’s Annie Leibovitz-lensed luggage campaign featuring football superstars Cristiano Ronaldo and Lionel Messi was launched before the World Cup in Qatar and went on to develop into essentially the most liked campaign on Instagram – that was not a surprise.
Credit: Annie Leibovitz – Courtesy of Louis Vuitton
Focusing on Sustainability and Social Initiatives
Simply counting on models, influencers, superstars, and idols for marketing isn’t any longer sufficient for brands. They must prioritize a greener and more sustainable future, in case the brands wish to stay relevant and appeal to today’s consumers.
Louis Vuitton’s marketing strategy not only boldly speaks for its core values through campaigns reminiscent of L’Invitation au Voyage, but in addition emphasizes the brand’s commitment to being nature and society-friendly.
Here is a “Sustainable materials and reducing waste throughout the production process” example:
Similarly, we will observe that Louis Vuitton is keeping pace with the variety movement in the style industry. Not only does the brand work with celebrities and models from everywhere in the world, but it surely also reflects this diversity in its social media channels. In addition, LV is at all times looking out for trends to capitalize on.
For example, the most recent fashion show featured a set designed by Hwang Dong-Hyuk, the director of the favored Netflix series Squid Game – following their collaboration with Yayoi Kusama. This move not only taps into the rise of Far Eastern culture, but it surely also creates a way of community through social media campaigns.
Long story short:
Louis Vuitton’s marketing strategy and campaigns are a chief example of how luxury brands can establish a robust online presence.
To construct a LV-like digital strategy take a look at top luxury marketing agencies throughout the globe.
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