Do It Like Louis Vuitton: LV’s Unparalleled Marketing Strategy
How many brands can boast a monogram recognized by people of literally all ages and refers to more than just the brand itself, but also luxury, social status, heritage, exclusivity, and more?
Actually, Louis Vuitton needs no introduction when it comes to the world of luxury fashion. LV utilizes its campaigns and marketing strategy as a crucial tool to build its reputation and maintain its leader position in the luxury goods sector. With campaigns that resonate with its target audience and promote the brand identity LV’s marketing strategy has been winning for decades now. Let’s see how.
Louis Vuitton’s marketing strategy: What’s the story?
The LV brand and the customer community are so well intertwined thanks to the great understanding of the brand’s understanding of its target audience. The needs of the target audience 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 provide?
LV’s Way in 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 maximum quality materials. This makes each handbag one-of-a-kind adding on to the luxurious sensation of a purchase from the brand.
We don’t do marketing; we just create exceptional products in their design and craftsmanship.Bernard Arnault
To further enhance the exclusive shopping experience, Louis Vuitton employs a unique marketing strategy, utilizing only two channels to sell their products: their own retail outlets and official website. By maintaining control over the locations of their products and the style of the stores in which they are displayed, the brand is able to curate the shopping environment and uphold its esteemed reputation.
Limited-edition Collections and Customization
As a part of marketing its unparalleled marketing strategy, Louis Vuitton knows how to make use of exclusivity to set their customers in motion with made-to-order shoes to limited-edition collections. Knowing its power in the sector and among its customers, the brand could be one of the very few that could sell a handbag made out of actual trash to $150,000 – exclusive and one-of-a-kind!
Alongside its limited-edition collections, some of which are exceptionally unique, LV offers a sense of exclusivity to its customers through personalized shopping-cart customization. Customers have the opportunity to further customize the already limited-edition handbags by adding a sticker of their preference. This allows for an even more personalized touch to these rare and unique pieces.
What about Digital Marketing? Louis Vuitton’s Social Media Strategy
As we all know, Louis Vuitton, a brand holding an unparalleled position both in the fashion and cosmetic markets, did not initially embark on its journey through digital media. The brand’s success, which is a result of its designers, products, and other stakeholders, is another story altogether. However, its bold approach to the digital world, which involves cultivating a luxurious image and attracting new target audiences, is a triumph.
No surprise that Louis Vuitton has dominated the digital marketing game, given their ability to embrace a fresh, dynamic, and engaging brand image on social media. Promoting lifestyle and engaging with consumers through compelling storytelling, has “slayed” the marketing game.
Gen Z Knows Better – Louis Vuitton + Gen Z Idols
In the 21st century, brands have a secret weapon at their disposal, and are not afraid to use it: Gen Z idols & celebrities.
When examining the fashion brand’s social media presence, it becomes apparent that Louis Vuitton is targeting not only the high-income community and fashion-forward individuals but also the middle-income group and young buyers as well.
Louis Vuitton has been tapping into the power of Gen Z idols to broaden its target audience on social media. LV has been collaborating with several young celebrities and influencers, such as 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 attention of a new and growing audience and keeping the brand fresh and current in an evolving market. In addition to expanding its target audience, the brand has not lost sight of its campaign to emphasize its commitment to quality, craftsmanship, and exclusivity.
Staying abreast of trends: Louis Vuitton’s World Cup campaign
Louis Vuitton’s marketing strategy and campaigns do not only focus on engaging with its customers and building a sense of community around the brand but also 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 become 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 relying on models, influencers, superstars, and idols for marketing is no longer sufficient for brands. They must prioritize a greener and more sustainable future, in case the brands wish to remain relevant and appeal to today’s consumers.
Louis Vuitton’s marketing strategy not only boldly speaks for its core values through campaigns such as L’Invitation au Voyage, but also 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 can observe that Louis Vuitton is keeping pace with the diversity movement in the fashion industry. Not only does the brand work with celebrities and models from all over the world, but it also reflects this diversity in its social media channels. In addition, LV is always on the lookout for trends to capitalize on.
For example, the latest fashion show featured a set designed by Hwang Dong-Hyuk, the director of the popular Netflix series Squid Game – following their collaboration with Yayoi Kusama. This move not only taps into the rise of Far Eastern culture, but it also creates a sense of community through social media campaigns.
Long story short:
Louis Vuitton’s marketing strategy and campaigns are a prime example of how luxury brands can establish a strong online presence.
To build a LV-like digital strategy check out top luxury marketing agencies all around the globe.