The History of Louis Vuitton
Louis Vuitton Malletier popularly known as Louis Vuitton is one of the world’s most well-known luxury fashion houses created in the year 1852 by French designer Louis Vuitton. The brand over the years is well known for its prominent range of luxury bags as well as leather goods to even shoes, clothing, watches, jewelry, sunglasses, accessories, and other products. The well-known significant logo of LV which is a monogram that appears on the brand’s original products is considered one of the world’s most well-known fashion trademarks.
Some of the most common and popular products of the company come from the handbag range of Louis Vuitton with the famous chocolate brown Which is created with a combination of golden brown and orange. Different shapes and collections of bags with the well-known print of Louis Vuitton skin are one of the most famous collections of the brand (Chaffey and Smith 2017). Over the years the brand has garnered itself is specific kind of approach that attracts higher-income earning and luxury fashion goods loving customers towards the brand would stop
In the recent few years, the brand has elevated itself and has become digitally more energized and prominent. Utilizing social media platforms and influencer management the brand has been able to make a name for itself.
At present, the brand focuses on promoting most of its products in a mood-defined manner specifically utilizing influence-based marketing. The company launches various campaigns for every one of its products with a well-known name in the market to put forth the brand and its digital platforms on display (Desai 2019).
Techniques and digital platform channels that the brand employees
The most prominent technique that the brand utilizes at the present moment is using differentiated concepts at once. Not only does the brand comes up with video-based content but also photographic and even in other formats as well depending upon the digital platform utilized. However, the most prominent appearance of the brand at present can be seen on their Instagram as well as their Twitter and Facebook websites.
The brand primarily utilizes the method of creating an ideal formatted scenario associated with every single product as its theme which becomes its core identity through its digital marketing campaign (Kannan 2017).
How do the audiences engage with the brand?
Audiences primarily engage with the brand by often purchasing the product that the brand has advertised or marketed on its digital media platform and tagging the brand over their pictures and other content posted online wearing the product that the brand has created. The audience also primarily shares the content-based campaigns which feature some of their favorite icons.
Rival brands like Gucci, Prada, and Chanel mostly utilize a particular strategy that focuses on keeping the focus of showcasing products on supermodels and other non-identified personalities in most cases (Kingsnorth 2019).
Digitally focused SWOT analysis of Louis Vuitton
As one of the most well-known fashion brands, the company utilizes its brand identity well enough on its digital media platforms. The best example of showcasing that comes from the invitation advertisement of Louis Vuitton which brings forth customers directly to the official pages of the company on social media.
Products Offered by Louis Vuitton
The brand often comes up with new and different ways of promoting the collection of the brands. The best example to showcase that comes from the brand’s online collection showcase of the autumn collection that featured the Korean pop band BTS(Desai 2019).
The brand focuses on establishing one particular kind of theme for one particular product launch. This can be seen with the example of the recent sunglasses launched by Louis Vuitton which feature actress Millie Bobby Brown.
The brand does not focus on an international and personalized social media platform for every country. Unlike many of the primary competitors of the company, the brand has no particularly focused and personalized social media websites for each country. Example- Gucci and its different social media platforms based in different countries.
Utilizing blogs and Google analysis is considered one of the strongest ways through which products can be marketed at present which Louis Vuitton never participates in. For example- fashion brand Burberry indulges in various blog collections.
The brand mainly focuses on displaying its product but does not indulge in any customer interaction. The best example of the same can be seen with Hermes and its social media approach which is constantly communicating in nature.
The brand constantly indulges in influence marketing and most of its collection yet its need of focusing on the same for that is integral. An example of the same can be seen with the brand’s recent sports collection that does not feature any prominently known celebrity will stop.
The brand holds the perfect opportunity of utilizing the power of the influencers that the verb with officially. The best example of the same can be taken off BTS which is one of the most well-known boy bands in the world with the biggest fandom that can be utilized by the brand in more of its possibilities(louisvuitton.com, 2022).
Many different brands have also replicated the approach of the organization example of the same can be seen with Dior and its approach of showcasing celebrities like Cara Delavigne and Anya Taylor joy.
Transformation of nonluxury brands into luxury brands
Various well-known brands which are not considered luxury brands are transforming into luxury brands due to their exclusivity. An example of the same can be seen with limited-edition collections of Nike and its clothing collection.
Louis Vuitton Neverfull Bag
Source- (louisvuitton.com, 2022)
Chosen product- the Louis Vuitton neverfull bag range
The following bag is considered one of the most popular range bags of the company. It adorns the very famous Louis Vuitton symbol itself. And it was considered one of the most expensive and famous bags of the brand upon its launch (Bala and Verma 2018).
It is not only tremendously popular for its design and its features. But what makes this bag more popular than any other bag is the very fact that it is bigger in size and has a higher space quality which increases its functionality yet the bag remains stylish to a point where it can be considered the status symbol.
Louis Vuitton’s Digital Marketing Strategies
The reason why the following range can come forth and become popular all over again is the very fact that the fashion and the different styles of the 90s and the early 2000s are making their return to the current fashion scene. While on the other hand current fashion trend focuses on the idea of functionality of clothing or luxury items as well. The most crucial target of the brand is young adults as the accessibility of the following product and its functionality will resonate well with them (Saura 2021).
Objective
To create fashion and functionality as a new style sense
To create a back to the 2000 fashion trend for the brand so that other products can also make a return.
To create a direct link with the young adult customer line of the brand
Messages in stories that will be told by the following campaign?
The messages and stories will focus primarily on millennials and focus on presenting them with the experiences that they have by utilizing iconic figures of their own time. Examples of iconic personalities to include from the 2000s can be Paris Hilton, Kim Kardashian along with other major popular actors and actresses who were more prominent during the early 2000s.
The campaign plan will involve first coming up with the introductory photoshoot of some of the prior mentioned celebrity names carrying the following bag while wearing some of the prominent fashion items of Louis Vuitton that were launched in the 2000s. The brand will further launch an ad campaign that will be based on a video format which will show kills an entire space where the storyline will put forth how some of these prominent figures of 2000 utilize this bag as a fashion statement. Almost a decade after the same the celebrities still go to the following bag as we have transformed into responsible adults and using these bags more towards their functionality(Saura 2021). After putting forth this particular video-based campaign the brand shall continue to come up with different online social media challenges which will engage influencers to create famous looks of the 2000s when the following bag was in trend.
Together with the impact and the generalized feedback of the customers towards the success of the campaign and its objectives the most prominent thing the brand can do is first focus on measuring the sales of the bag which has continued for many years. The prominent rise in sales will directly showcase the generalized popularity of the following campaign. It can be followed by an analysis of the different activities done by influencers and other social media users around the hashtags created by the brand for the following campaign to recognize how many people indulged in the campaign itself. Other data like engagement through comments as well as sharing and even liking pictures of the different campaign work will put forth an understanding of how successful the following campaign was.
References
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018). A Critical Review of Digital Marketing. International Journal of Management, IT & Engineering, 8(10), pp.321-339.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), pp.196-200.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), pp.22-45.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
louisvuitton.com, 2022. [online] Available at: <https://eu.louisvuitton.com/eng-e1/products/neverfull-mm-monogram-007653> [Accessed 28 April 2022].
louisvuitton.com, 2022. Louis Vuitton. [online] Available at: <https://eu.louisvuitton.com/eng-e1/homepage> [Accessed 28 April 2022].
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-102.
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