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.
What’s Inside
Louis Vuitton Marketing Strategy: What’s the Story?
LV is a “tag” which holds the title of the world’s most valuable luxury brand, with a brand value of $124.8 billion, and its marketing is a little different from regular ones.
The Louis Vuitton marketing strategy is more than just polished campaigns and celebrity endorsements but a curated blend of heritage, exclusivity, and cultural relevance.
From culturally unique fashion shows to bold digital moves and iconic collaborations, Louis Vuitton continues to shape what luxury means. So, what’s the story behind its enduring appeal?
LV’s Way in 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 highest 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 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.
Louis Vuitton Advertising Strategy & Campaigns
Before jumping into social media strategy, let’s get the big picture and take a look at the Louis Vuitton advertising strategy in general, with campaign examples.
Fans already know; Louis Vuitton carefully crafts campaigns that live in premium spaces: art galleries, fashion capitals, luxury publications, and global cultural events. These high-concept activations reinforce LV’s status as not just a brand but a cultural force.
Film Series That Tell Stories
Instead of product shots, LV releases a series of dreamy, cinematic brand films.
Remember L’Invitation au Voyage?
Starring Alicia Vikander and set in locations like the Louvre and Venice, the campaign positions LV as an emotion rather than a product. They air on TV, in theaters, and as global media buys, alongside social media platforms.
Global Print & Celebrity Ambassadors
Deepika Padukone’s Cannes campaign is the best example of how LV leverages global presence.
As you may remember, as a jury member at the 75th Cannes Film Festival, Padukone used the platform to display her association with Louis Vuitton. The best part? Since Deepika Padukone is Louis Vuitton’s first Indian House Ambassador, this wasn’t influencer content but a statement of dominance in fashion diplomacy.
This approach speaks to prestige audiences through well-known media like Vogue, Elle, and Harper’s Bazaar.
Launches like Cultural Collaborations
Louis Vuitton’s advertising campaigns are driven by cultural collaborations that tell a story.
Louis Vuitton x Yayoi Kusama collaboration is great proof of that.
Louis Vuitton re-invited avant-garde Japanese artist Yayoi Kusama in 2022, ten years after their first groundbreaking collaboration.
Kusama’s symbolic objects, hypnotic motifs, and imaginings of infinity take over the Maison’s own emblems, creating magical objects that transcend time and space. First revealed on the Cruise 2023 runway, this year’s collaboration brings not only the artist’s signature dots to the Monogram canvas, but also explores a wide range of recurring symbols.
As can be seen, this was not a regular product launch; it was a multi-country art-meets-fashion event, which ran in The New York Times, Vogue, and on digital out-of-home screens.
Fashion Shows like Cultural Event Takeovers
Speaking of cultural events hosted by Louis Vuitton, we need to mention The Louvre Fashion Show, dated 2021. Within that event, LV became the first luxury brand to host a runway show inside the Louvre’s Denon Wing.
Rather than a classic runway, it was a brand-new experience for the entire fashion ecosystem.
That unique LV campaign blurred the lines between art, fashion, and advertising and received widespread global media attention.
So, Louis Vuitton’s advertising strategy operates on a different plane.
It’s centered around legacy, timelessness, and connecting the brand with art, culture, and history. These campaigns are present in international fashion media, displayed on gallery walls, featured in iconic buildings, and embedded in the cultural consciousness of millions.
It is possible to say that Louis Vuitton’s advertising makes history.
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.
