Louis Vuitton’s focus on Digital and Interactive Marketing

Madonna for Louis Vuitton

I have been a fan of Louis Vuitton for years. Even though the brand is super expensive, the products are so stylish, timeless and durable that women and even men of all ages have been obsessed with the label for generations. In today’s economy, the luxury sales are not booming and fashion houses have to find new ways to promote their products. With social media gaining popularity with super leaps, Louis Vuitton has undertaken multiple initiatives to keep up with the times and to continue to retain and attract a great following of Fashionistas.

I discovered Nowness.com. As I looked more into it, I felt like the site is a combination of my interests presented in a very interesting and interactive way. The site is run by Kamel Ouadi, a Global Digital Media Director for Louis Vuitton. The site was launched in February of 2010 and its aim is for users to experience "moments of inspiration" and "experience the luxury lifestyle online”.  The underlying goal that the luxury fashion house is trying to achieve is to connect to and to stay connected with consumers and to develop loyalty for the brand. The site has features similar to Facebook and other social media sites. These include being able to create a profile, “Love” the story as well as comment on stories and “blog” by posting your own individual commentary. In addition, the interface of the site is highly interactive and customizable.

Mikhail Gorbachev for Louis Vuitton

Kamel Quadi believes that “Louis Vuitton's Digital Focus Will Keep It in Fashion”. Nowness.com is only one of the examples of how the brand has utilized social media for marketing purposes. On October 6th, 2010 Louis Vuitton ran its third live fashion show on Facebook in the last year. The brand is using 360-degree technology that allows users to adjust their camera angle as they watch the footage. It is not clear from the articles I read if the sales have actually increased due to these marketing efforts but one thing is clear, a lot of people have shown interest in the brand. In the past year and a half, Louis Vuitton has attracted 1.3 million Facebook "likers" and 145,000 Twitter followers. I am one of the “likers” on Facebook. Love LV :) !