I have never quite liked Louis Vuitton bags ( thankfully my wife agrees) because of their staid designing. I am sure the craftsmanship is outstanding but I never got close enough to admire it as the look was not appealing enough. I am referring to the classic brown monogram canvas with beige trimmings which is still the most dominant style ( and perhaps the most counterfeited design in the world) in their range. Thus it was good to see a dash of red being introduced in their new handbag (shown above). This design adds a bit of flair to the classic backdrop provided by the monogram canvas. This is a far better way of introducing some vibrancy to a “classic” brand than the monogram Denime and multicolore range which somehow never cued “luxury” and “quality” to me, accessible they might have been.
Also interesting is their new brand campaign featuring the Agassi family ( Andre & Steffi ) and Gorbachev. Prima facie it looks like an attempt to balance the brand’s fashion credentials with stature. Words like timeless, stature, gravitas, lifestyle, under-stated style come to my mind. All good associations to have. The LVMH official statement says “the purpose of this campaign is to restate our 150-year heritage as pioneer of the art of travel”.
I think it is a good move to reinforce the brand’s strong pedigree and heritage lest it loses its cachet due to over exposure and flippant assocations (like Burberry in late 90s). However while reinforcing heritage they have not lost sight of “fashion/style” as shown by the almost simultaneous launch of a new campaign fronted by Scarlett Johansson (one of the executions with the red trim bag is shown above). This continues with the tradition of using glamour icons like Uma Thruman( 2005) and Gisele (2006).
Interestingly, I saw the Gorbachev and Scarlett Johansson ad in the same magazine. The former on the inside cover and the latter somewhere inside. Good stuff !