LVMH’s Louis Vuitton is celebrating this year their famous monogram, but for the moment there is a lot of secret. 5 days ago they tweeted about rediscovering 6 LV iconoclasts behind #CelebratingMonogram, and together with and brief explanation in their website, they started a whole teasing behind this message, which will be revealed the 10 of September.
In 1896 Georges Vuitton created The Monogram, using the LV initials as a tribute to his late father, Louis Vuitton, who had died four years previously.The Monogram is now recognized globally as a defining signature, both literally and metaphorically, of the house of LV.
118 years after, six renowned and creative iconoclasts, Christian Louboutin, Cindy Sherman, Frank Gehry, Karl Lagerfeld, Marc Newson and Rei Kawakubo have each been given “carte blanche” to create a personally inspired bag and/or a piece of luggage, using the iconic Monogram while keeping with the brand’s spirit of innovation, collaboration and daring, in order to create an unique collection. The project itself was initiated by Delphine Arnault, Executive Vice President of Louis Vuitton, and Nicolas Ghesquière, Louis Vuitton’s Artistic Director of Women’s Collections.
This kind of actions are a good way to create branding around the house. Another luxury brand who’s playing hard this game in their strategy is Chanel, with their “Chapter” videos in YouTube, or all the videos around Chanel no.5. This actions are amazing tools for increase the connection with the consumers, gain views and visits to your website, which if it has e-commerce will bring you lots of purchases. The only problem is that this tactic is only available for brands with a solid history, where icons and symbols are world known. So then, I would suggest to these luxury brands… guys, if you want to survive within the digital world, keep on working on your storytelling, create myths and then, you will engage users 🙂
These very exclusive and limited editions will be available in selected LV stores worldwide from mid-October 2014.