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LOUIS VUITTON

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by

Patryk Lobos

on 24 January 2016

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Transcript of LOUIS VUITTON

AGENDA
History/Strategy/Target
Communication MIX
Shopping experience
HISTORY
MISSION/VALUES
TARGET
DIGITAL COMMUNICATION
COMMUNICATION MIX
DIGITAL COMMUNICATION
DIGITAL COMMUNICATION
TRADITIONAL COMMUNICATION
TRADITIONAL COMMUNICATION
TRADITIONAL COMMUNICATION
VISUAL MERCHANDISING
VISUAL MERCHANDISING
VISUAL MERCHANDISING
SHOPPING EXPERIENCE
SUMMARY
THANK YOU!
SHOPPING EXPERIENCE
one of the most popular luxury brands in every social media
centrally based CRM
360° view of each client
Official website with e-shop
Interactive fashion show
Newsletter
You Tube campaigns
DIGITAL COMMUNICATION
Mobile apps:

“Louis Vuitton Pass”
“Amble”
“100 legendary trunks”
Social media
Facebook 18mln fans / 170k active
Twitter 4mln fans
Google+ 5 mln views
Weibo 800k fans
Instagram 3,5 mln fans
Pinterest 60k fans
Foursquare 730k fans
VOGUE CHINA, F/W 2012
Full-page ads in high-end fashion magazines
ELLE BRITISH, Pre-Fall 2013
ELLE BRITISH, Pre-Fall 2013
ELLE BRITISH, Pre-Fall 2013
Magazine covers
VOGUE UK, September 2014
ELLE Mexico, August 2014
Louis Vuitton as an advertising pioneer
Billboards
Celebrity endorsement
Product placement
Catalogs
Fashion shows
Sofia Coppola

“I WANTED THE WINDOWS TO FEEL PERSONAL, CONNECTED TO ME AND THAT WOMEN WOULD ENJOY."

Neon light like strong presence

Bright colors display

Playful deer
The SoHo concept store was inspired by nerves and features biomorphic shapes titled Beginning of the Universe.

Yayoi Kusama concept

Carried the Dots Infinity collection of ready-to-wear, handbags, shoes and jewelery.


The main goal of all this unique projects, in our opinion, is the transmittance Louis Vuitton’s unforgettable inspiring energy through the windows which gets into the peoples subconscious. It’s aloud to create more loyalty and attract a new consumer.

When people will think about Louis Vuitton they would be instinctively reconnected with this experience and will get a positive feeling, which makes the product desirable.


Halloween, Christmas, Spring, Summer etc.

First-ever TV commercial “L’Invitation Au Voyage”

Location “Resort-in-Resort”

Louis Vuitton merchandising concept is headed on exclusivity and it is always connected with a strong idea like

They DON’T offer appropriate services to visitors that are not identified as a potential client.

If they are interested in you, they will give you a special treatment.

The staff is a little bit “artificial” - they avoid eye contact and mostly are focused on your “wallet", but at the same time they are very polite and don’t push you to make a purchase.

The store has a lot of space and in our opinion is very well organized. The higher the floor, the more expensive products are and also the service is more personal and exclusive.

LV is present and successful in almost every form of communication

From tradition into the future

Consistent with the key concept

Their communication strategy and fact that they maintain their values makes them the most valuable and recognizable luxury fashion brand in the world
prepared by

Oleg Fazulyanov
Patrick Lobos
Shu Zhang
Xiaoxuan Yang

POSITIONING
Mission:
Providing the world with luxury products, elegance, creativity, and “Art de Vivre.”

Values:
The brand has been insisting on setting advocating refined, quality, and comfortable "travel philosophy”
Named by Mr. Louis Vuitton, inherited his pursuit of quality and excellence attitude
Georges brought the brand an international vision and sense of touch.
Caston Vuitton added the love of art, creativity and innovative features into the brand
1997, Marc Jacobs added more fashion features into LV’s original French tradition
Succession and continuity



Founded in 1854 by Mr. Louis Vuitton in Paris, first revolutionary Louis Vuitton canvas flat bottom trunk
Damier Canvas pattern with the logo “ marque L. Vuitton déposée” became the trademark
Georges Vuitton brought the business to United States, made LV become a worldwide corporation,created LV Monogram
Louis Vuitton extended their business, opened stores in many other parts of the world
In 1987, Louis Vuitton merged with Möet-Hennessy,formed LVMH.


the French nobility

XX century celebrities

Fashionable working ladies with stable financial base,celebrities, an increasing number of young LV users


Luxury luggage exclusively for the court and nobility

Fashionable luxury goods exclusively for upper class celebrities

‘The potent symbol of modern style’



Timeless
Trendy
Show-off
Pleasure
Delvaux
Hermes
Chanel
Ferragamo
Burberry
Louis Vuitton
Dior
Dolce&Gabbana
Gucci
Versace
Roberto Cavalli
Fendi
Saint Laurent Paris
Giorgio Armani
Full transcript