Vogue Business’ Post

5 key Learning from Louis Vuitton's "The spirit of Travel" campaign Travel is deeply ingrained in the Louis Vuitton brand. Louis Vuitton has a rich history rooted in travel. The brand was founded by Louis Vuitton in 1854 as a luxury luggage manufacturer, specializing in trunks and travel accessories. Travel has been at the core of the brand's identity since its inception. Here are five key learnings from Louis Vuitton's "The Art of Travel" campaign 1. Storytelling is Key: The campaign beautifully weaves a narrative around travel. The key is to share your journey and connect with the audience through stories. 2. Visual Appeal Matters: Striking visuals capture attention. Investing in eye-catching content to leave a lasting impression. 3. Consistent Branding: Louis Vuitton's iconic monogram is everywhere. Consistent branding builds recognition and trust. 4. Embrace Diversity: The campaign features diverse destinations and people. Embracing diversity in content to appeal to a broader audience. 5. Create Aspirations: The campaign inspires wanderlust and a desire for luxury travel. Content that sparks aspirations and resonates with their audience's dreams. #Marketing #BrandStrategy #Learnings #LouisVuitton #ThespiritofTravel https://lnkd.in/dafeQW8

Luxury is more than ever defined by culture. By ALL cultures. From the most institutional one to the most democratic one. Blending heritage and contemporary culture, as perfectly embodied by Lancome, is an expression of our Culture de l’Ecart.

Unlocking extraordinary collaborations, Global Travel Retail holds vast potential for immersive brand experiences. In his insightful piece, my esteemed colleague Marco Passoni emphasizes the power of uniting diverse brands, fostering unique moments in the luxury sector. The time has come to propel Global Travel Retail to new heights through innovative partnerships. You can read the article below: #travelretail #luxury #partnership #innovation

Knowing what is luxury in the modern day, what event planners can do to get closer to that #quietluxury mindset? 1. Hands-on experience: Travel to destinations where time appears to stand still, where craftsmanship is revered, and where each texture and hue carries a narrative. Invest not just in possessions but in experiences—a decadent moment savored in a centuries-old tearoom, a stroll along cobbled streets where history whispers through every brick. Only when I wandered through the historic streets of Paris could I understand what people mean by calling it the city of love. Alternatively, you can buy yourself a nice sweater or a nice pair of shoes, or invest in a timeless piece like the experiment in this video https://lnkd.in/gKBqU-zA. 2. Online Learning: Surprisingly, social media, often a cacophony of voices, transforms into an educational haven. The term "quiet luxury" has become a phenomenon, with a 300% surge in Google searches and a staggering 35 billion TikTok views. This playlist on Facebook is particularly interesting for me since it discovers all the ancient technique and practice that can be a great source for ice breaking conversations with clients https://lnkd.in/gNeWTF-F). 3. Surround yourself with individuals who embody values and virtue. Join intimate gatherings and networking events. Visit an artisan known in your city for handcrafting bespoke jewelry, learning not just about the art but the philosophy that shapes each creation. Read not just from textbooks but from the lived experiences of those who have navigated the corridors of refinement. I shared my take on The language of quiet luxury in event design in this previous post https://lnkd.in/gPEh2saV What quiet luxury looks like from your job? #eventplanning #luxuryevent

Love the term 'customer intimacy' - often used when #Luxury brands develop strategies for their clientele to deepen relationships. If you provide a luxury product or service, read this article. Luxury Daily published strategies from Daymon Bruck of O Creative Group (they specialize in mapping the luxury client journey to connect in more significant ways) using authentic #storytelling and #exclusive experiences; he cites examples of Patek Philippe, Burberry, CHANEL, ROLEX, and Louis Vuitton as masters of storytelling. In our #LuxuryMindset research (see comments for link) we confirmed: Luxury is about experiences, not things Luxury is a reward for hard work For the #LuxuryLover mindset in our research, they want behind-the-scenes-exclusive-access type opportunities that Daymon mentions in this article. Loved his strategies for creating exceptional access experiences, exclusive products, and exploring every touch point of the client's journey. #LuxuryIsAMindset #LuxuryDaily #LiveLuxe #LuxuryLover

This morning I had the pleasure of attending an intimate breakfast hosted by Havas London discussing The New Codes of Luxury, at a (very festive) Rosewood Hotel Group London’s Scarfes Bar. Like most things nowadays, the luxury industry is changing pretty rapidly, and with it our own definitions of #luxury. Here’s a few of my takeaways from the session, which was fuelled by data from Havas’ luxury cohort: 💍Luxury is no longer confined to materialism, exclusivity and one way conversations - knowledge, access and community are the new codes of luxury. 🥰It’s less about a luxury splurge on high-ticket items now - luxury’s new codes are engrained in every experience with the brand, served in joy-inducing “micro-doses”. 📈Culture is central to today’s most successful luxury brands, such as BALENCIAGA, Gucci and Prada. Brands who engineer cultural relevance see a 6x greater growth rate, and there’s a 75% correlation between cultural relevance and #sales growth. 🪐Collabs like Gucci x Palace Skateboards and Louis Vuitton x Yayoi Kusama have set the bar for #collabs, concieving perfectly matched brand unions and new ownable universes. The latter collab really felt like it was Yayoi Kusama’s world and Louis Vuitton were a guest, which flips previous approaches to collabs on their heads. 🛍️Surprisingly 41% of over 55’s in the UK were most likely to shop via social media - primarily Meta and Instagram for this age range, but TikTok is growing quickly. Thank you to Havas London and Jen Ray for the invitation. #luxury #trends #innovation #insights #media

Vogue World Paris took place yesterday! The magic of Vogue World Paris perfectly encapsulates the fusion of sport and fashion, creating an unforgettable spectacle. This mega event brought together the vibrant worlds of high fashion and athletic excellence, setting a new standard for luxury experiences. Vogue World: Paris brought together 188 athletes, 151 models, 70 dancers, and a 40-piece orchestra for a performance that began in the Ritz and ended with 20 international breakdancers taking over Place Vendôme. With LVMH as the headline sponsor, the Paris 2024 Olympics are poised to be the most luxurious yet. Iconic brands like Louis Vuitton, Dior, and Chanel are integrating their exquisite designs into the sports arena, showcasing the pinnacle of French art and culture. From bespoke uniforms to exclusive hospitality experiences, the collaboration between fashion and sport highlights the innovative ways these industries can complement and elevate each other. Vogue World Paris, in particular, served as an opening ceremony celebrating 100 years of fashion, blending runway shows with performances and cultural showcases. This blend of creativity and athleticism not only celebrates competition but also the cultural richness of fashion. As we look forward to this spectacular summer of sport, how are you tapping into the excitement and opportunities it brings? MYTHOSMKRS Learn more about the unique blend of sports and luxury at Vogue World Paris: https://lnkd.in/gTP8rrZj Image rights: Getty/ Vogue #VogueWorldParis #Paris2024 #Olympics #LVMH #Luxury #SportsAndCulture #Fashion #SummerOfSports

Luxury isn't about money, it's about distance. When anyone can buy a small piece of Hermès and flaunt it like they've got it on social, people have to find new ways of signaling their status. And they do that by creating distance: distance in time, culture, pace of life, quantity, conspicuousness or aesthetic. Professor Silvia Bellezza's fantastic research on the distance model of status is still in my mind since she spoke to us at Exposure Therapy. It's a single model that beautifully explains every single weird thing we see in the luxury market right now. So the next time you see something luxury that doesn’t make sense to you - like 'why would somebody ever buy that?!' or 'who would want to wear that?!' - don't look at it in terms of money. Look at it in terms of distance and it'll probably make sense. #luxury #branding #brandstrategy

Hermes Overtakes L'Oreal, Becomes France's Second Most Valuable Firm 1. In a remarkable turn of events, luxury fashion brand Hermes has surpassed beauty giant L'Oreal to become France's second most valuable company. This achievement highlights the growing dominance of the luxury sector in the French market. 2. With a market capitalization of over $200 billion, Hermes has seen its value soar in recent years. The brand's iconic products, including its coveted Birkin and Kelly bags, have become synonymous with luxury and exclusivity. This success can be attributed to Hermes' unwavering commitment to craftsmanship, quality, and timeless design. 3. On the other hand, L'Oreal, a global leader in the beauty industry, has faced challenges in recent times. The company has been impacted by changing consumer preferences, increased competition, and the rise of e-commerce. As a result, L'Oreal's market value has experienced a decline, allowing Hermes to seize the opportunity and claim the second spot. 4. This shift in rankings signifies a broader trend in the luxury market, where consumers are increasingly seeking unique and high-end products. Hermes' ability to cater to this demand, coupled with its strong brand reputation, has propelled the company to new heights. By consistently delivering exceptional craftsmanship and maintaining an aura of exclusivity, Hermes has captured the hearts of luxury enthusiasts worldwide. 5. The rise of Hermes also reflects the enduring appeal of French luxury brands. France has long been synonymous with elegance, sophistication, and artistry. Companies like Hermes embody these qualities and have become ambassadors of French luxury on a global scale. This success not only contributes to the country's economy but also reinforces its reputation as a hub for creativity and craftsmanship. #luxury #beauty

The “Voldermort” of Luxury branding.... :-) I had a very long-standing client of mine call me recently. She’s been a client, a candidate, and a friend now. She’s worked for the great and the good of the luxury world for over a decade and is well known for her ability to upscale premium brands. She knows pretty much everything there is to know about building and retaining a luxury brand. Anyway, she was leaving her current role… Thinking she’s was doing an amazing job and the brand, seemingly flying, she told me that the VC’s had arrived and were wanting her to discount!! The “Voldermort” of Luxury branding in her view. They were insistent on this and as such she was “outta” there. One thing I’ve learned from many is that Luxury brands don’t do Discounting, or Prizes or Competitions… Scarcity, fine workmanship and understated style were all to her. Anyway, lets see how that particular brand does over the next few years…. I suspect it won’t be around too long sadly. What do you think ? #luxurybranding #luxurygoods #jacksonrose