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0 · Why is Hermès outperforming Louis Vuitton in China?
1 · Louis Vuitton: Destination Aranya
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The competition between Hermès and Louis Vuitton in China is very informative–and offers several lessons for brands in the luxury sector and broader consumer .Luxury goods manufacturer Louis Vuitton (LV) ran a multi-channel campaign in China, in 2022, including a live runway show in the holiday destination of Aranya to drive sales, search and .
The competition between Hermès and Louis Vuitton in China is very informative–and offers several lessons for brands in the luxury sector and broader consumer space, writes WPIC's Jacob Cooke.Luxury goods manufacturer Louis Vuitton (LV) ran a multi-channel campaign in China, in 2022, including a live runway show in the holiday destination of Aranya to drive sales, search and engagement. DUBAI: Louis Vuitton, the luxury specialist, is taking a nuanced approach in the Middle East, avoiding promotions and experimenting with innovative retail formats to engage shoppers. Louis Vuitton launched a Valentine’s Day exclusive pop-up store via a WeChat mini-program that allowed customers to place orders online. Store associates were able to share exclusive offline promotions to customers via QR code.
For example, Shanghai-born, Dijon-based artist Wan Pei Ming partnered with Hennessey on bottle designs to celebrate The Year of the Rabbit a few months ago, while Louis Vuitton opened Le Café V.PARIS: Louis Vuitton, the luxury brand, is heightening its use of digital channels such as social media and online video to engage consumers. In October, the French label will transmit a fashion show live on Facebook for the third time, with this event also being made available to watch through iPhone and iPad apps. Four luxury brands were selected as case studies: Louis Vuitton, Chanel, Hermes, and Gucci. The results show that luxury fashion brands tend to be somewhat unidirectional in their interaction.
However, Hermes faces challenges in the digital space compared to some of its competitors, such as Louis Vuitton. The brand hasn’t transitioned to online platforms to the same extent, which is a significant weakness in a market where digital is paramount (Warc). E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy. Brand investment in e-sports is set to rise by 9.9 per cent worldwide to 4m this year, according to data from Warc. Both Louis Vuitton and Burberry are experimenting through games with NFTs that allow luxury to commoditise and exchange virtual goods, Bibby says. The competition between Hermès and Louis Vuitton in China is very informative–and offers several lessons for brands in the luxury sector and broader consumer space, writes WPIC's Jacob Cooke.
Luxury goods manufacturer Louis Vuitton (LV) ran a multi-channel campaign in China, in 2022, including a live runway show in the holiday destination of Aranya to drive sales, search and engagement. DUBAI: Louis Vuitton, the luxury specialist, is taking a nuanced approach in the Middle East, avoiding promotions and experimenting with innovative retail formats to engage shoppers.
Louis Vuitton launched a Valentine’s Day exclusive pop-up store via a WeChat mini-program that allowed customers to place orders online. Store associates were able to share exclusive offline promotions to customers via QR code. For example, Shanghai-born, Dijon-based artist Wan Pei Ming partnered with Hennessey on bottle designs to celebrate The Year of the Rabbit a few months ago, while Louis Vuitton opened Le Café V.PARIS: Louis Vuitton, the luxury brand, is heightening its use of digital channels such as social media and online video to engage consumers. In October, the French label will transmit a fashion show live on Facebook for the third time, with this event also being made available to watch through iPhone and iPad apps. Four luxury brands were selected as case studies: Louis Vuitton, Chanel, Hermes, and Gucci. The results show that luxury fashion brands tend to be somewhat unidirectional in their interaction.
However, Hermes faces challenges in the digital space compared to some of its competitors, such as Louis Vuitton. The brand hasn’t transitioned to online platforms to the same extent, which is a significant weakness in a market where digital is paramount (Warc). E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
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Why is Hermès outperforming Louis Vuitton in China?
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Louis Vuitton: Destination Aranya
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warc louis vuitton|Louis Vuitton: Destination Aranya
