In the fast-paced world of fashion, Louis Vuitton remains a true trendsetter, continuously pushing the boundaries of creativity and luxury. It doesn’t just follow trends; it creates them! Let’s delve into the world of Louis Vuitton and unleash their marketing strategies. We as a digital marketing agency for luxury brands are excited to take on this journey, are you?
Even if you aren’t a fashion enthusiast, the name Louis Vuitton is undoubtedly familiar. Whether it’s the iconic brown and beige tote that catches your eye or the aspiration to own a luxurious bag, the renowned LV brand has captured the hearts of many. Forbes, in 2021, estimated its value to be a staggering $39.3 billion. In the ever-changing world of luxury fashion, few names have stood the test of time like Louis Vuitton.
It exudes elegance, admiration, and instant recognition. Amidst a sea of luxury labels, Louis Vuitton stands tall in a league of its own, a remarkable achievement for a brand born more than a century ago in 1854.
Behind Louis Vuitton’s enduring success lies a brilliant advertising strategy. This approach has sculpted the brand’s image as an unattainable luxury, making it the stuff of dreams and desires, resulting in increased sales and customer engagement with each new campaign. Surprisingly, this advertising magic hasn’t required a massive budget.
Louis Vuitton, a leading and easily recognizable fashion brand, has designed its marketing approach by carefully studying its customers’ demographics and preferences. As time has gone by, the brand’s products have become a symbol of exceptional quality, and remarkably, people wholeheartedly embrace this perception.
Let’s take a look at Louis Vuitton’s marketing mix
Product– Louis Vuitton takes a different approach to boost production capacity – they employ skilled artisans with expertise to craft products by hand. This results in original and one-of-a-kind merchandise that truly reflects the aspirations and desires of consumers. To meet the demands of a discerning market, the company invests significant effort and resources, making their products nearly impossible to replicate at the same level of quality.
Place– Louis Vuitton has a clear and exclusive distribution policy for its products. To maintain the exclusivity, their items are only available in official Louis Vuitton stores. The company follows a limited and selective distribution approach, preferring to rely on their own stores for product sales.
LV deliberately avoids selling their branded products in department stores. They firmly believe that their own stores provide the best environment for customers, where professional and knowledgeable salespeople can offer a personalized experience. This approach helps them reduce intermediary costs associated with multiple distribution channels and fosters direct and friendly relationships with customers. In the long run, this marketing strategy proves to be efficient and effective.
They have strategically placed all their stores in prime locations, ensuring immediate attention from passersby. The products within these stores are showcased prominently, perfectly reflecting the essence of a luxury brand. With approximately five hundred retail stores worldwide, Louis Vuitton has established its presence in various regions, including Los Angeles, Dubai, Las Vegas, New York, Paris, and Tokyo. However, online purchases of Louis Vuitton products are limited to customers in the United States.
Price- Louis Vuitton makes substantial investments to ensure the top-notch quality of its products. The timeless design of their merchandise allows the company to maintain premium pricing. Across its distribution network, Louis Vuitton follows an integrity pricing policy, meaning products cannot be discounted or put on sale. As a result of the high prices, Louis Vuitton items are accessible mainly to the upper classes. The company is known for adhering to a value-based pricing strategy.
Promotion-Louis Vuitton has employed a successful advertising strategy by enlisting celebrity endorsements. Renowned actors like Jennifer Lopez, Kate Moss, Scarlett Johansson, and Uma Thurman have served as brand ambassadors, participating in high-profile campaigns. Additionally, the brand actively sponsors major sporting events like yacht racing and motorsport, which attract the crème de la crème of society. This allows Louis Vuitton to establish a direct connection with its target audience through these events.Advertising serves as the primary tool for creating product awareness and reinforcing exclusivity, and Louis Vuitton excels at producing high-fashion ads that evoke a personal touch.
By combining celebrity endorsements and strategic event sponsorships, the company has mastered the art of creating awareness and maintaining its image as a coveted luxury brand.The ads produced by Louis Vuitton are meticulously crafted to exude an air of exclusivity, leaving a lasting impression on the brand.
This demographic strategy has caused a sensation in the advertising industry and played a significant role in elevating the popularity of Louis Vuitton products worldwide. Many of these ads feature celebrities, establishing an emotional connection with consumers. When people see these ads, they feel like they are part of an exclusive and privileged group, fostering a sense of belonging and aspiration.
A unique aspect of Louis Vuitton’s approach is the customization of goods, catering to the desires of even the most discerning clients by providing precisely what they seek. This commitment to personalized design contributed to Louis Vuitton’s reign as the world’s most valuable luxury brand for six consecutive years, from 2006 to 2012.
When high-quality fashion products are discussed, Louis Vuitton is a name that inevitably comes up. Such word-of-mouth praise lingers in consumers’ minds for a considerable time. The products themselves are a testament to their excellence, eliminating the need for the company to invest in advertising costs to prove their quality any further.
The element of exclusivity played a crucial role in the success of Louis Vuitton’s advertising strategy. When consumers become aware that a series of products is limited, they are motivated to make a purchase quickly while it’s still available. This phenomenon is known as FOMO (Fear Of Missing Out), which prompts people to act swiftly for fear of missing out on a great opportunity.
The exclusivity in Louis Vuitton’s advertising strategy makes the brand even more coveted by consumers. This approach is not limited to luxury brands; any business can use FOMO to enhance the value of its products and tap into consumer psychology to drive more purchases.
One of the secrets to LV’s success lies in having their products designed and promoted by the best talents. Over the years, renowned names in the fashion industry, like Helmut Lang, Vivienne Westwood, Azzedine Alaïa, Stephen Sprouse, Sybilla, Manolo Blahnik, Isaac Mizrahi, and Romeo Gigli, have joined forces with LV.
However, having a perfect product is not enough without effective promotion. This is where Louis Vuitton’s advertising strategy shines. To promote their glamorous luxury products, the brand enlists glamorous celebrities and models. Their campaigns have featured top-notch celebrities like Angelina Jolie, Mikhail Gorbachev, Sean Connery, Pharrell Williams, Jennifer Lopez, Uma Thurman, Kanye West, and others, alongside established and emerging models such as Emmy Rappe, Ming Xi, and Xavier Dolan.
In 2016, Louis Vuitton took a daring step by collaborating with UNICEF in the “Make A Promise” campaign, a remarkable move for a fashion company. The campaign aimed to support vulnerable children worldwide. Louis Vuitton designed exclusive bracelets, with the revenue from their sales being donated to UNICEF to aid children in need.
Participating in the campaign was simple: people were encouraged to take a photo, use the hashtag, and spread the word. LV models enthusiastically embraced the cause, and a wave of user-generated content followed suit. The campaign generated around 14,000 #makeapromise posts on Instagram, resulting in nearly $10 million being donated to the cause.
During the 2017 Cruise show, Louis Vuitton offered a limited selection of bags from the collection for online purchase after the event. Iconic bags like the Petite Malle, The Twist, and the City Steamer were among those available for purchase. This clever fusion of glamour and online accessibility attracted a significant amount of traffic, with numerous people tuning in to watch the show online.
The show presented a diverse lineup of talent on the runway, including individuals from various backgrounds who had never walked the runway before. This display highlighted the company’s commitment to valuing talents and artists, fostering direct connections with them, rather than adhering to the conventional model-dominated runway. The event featured appearances from footballer Héctor Bellerín, skateboarder Lucien Clarke, skateboarder-photographer Evan Mock, and guests like Gigi Hadid and Swae Lee, among others.
Louis Vuitton stands apart as more than just a bag, shirt, or apparel company. It represents a dynamic lifestyle that evolves with the changing world, and this fluidity contributes to its status as one of the most coveted luxury brands globally. By upholding strong values towards its customers, the company has successfully embedded itself in consumers’ minds without the need for overly complex advertising strategies. This straightforward approach might be the best tactic of all.
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