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Photo: Courtesy of getrealluxury.com.
Luxury Daily named Louis Vuitton the 2014 Luxury Marketer of the year. Luxury Daily noted Louis Vuitton’s flawless transition to the brand’s new creative director Nicolas Ghesquière’s leadership as a key factor in the decision.
Louis Vuitton was recognized for its ability to maintain consistent visibility throughout all channels, including print and online. Hermès and Dior were also recognized for their marketing efforts, earning the titles of first-runner-up and second-runner-up, respectively according to Luxury Daily’s article.
Louis Vuitton’s shift to Ghesquière’s leadership was marked by a focus on simplicity, which has been made evident in both the sartorial and marketing aspects of the company. For example, Ghesquière’s first advertisement campaign titled “Series 1,” while on-brand, took a considerably more simplistic approach than previous advertisements crafted by former creative director Marc Jacobs.
Collectively, Ghesquière’s advertisements steer away from elaborate backdrops and settings and shifted the focus to the actual clothing. Muted backgrounds, simplistic sets, and tight shots create a brand-centered image without distraction from what the ad is actually selling: the clothing.
Similarly, Ghesquière’s approach to runway shows followed his simplistic approach. The set of the Louis Vuitton Fall/Winter 2014 Fashion Show was significantly quieter than past shows, which allowed for the clothing to be the primary focus of the event.
As the second creative director represent the iconic Louis Vuitton brand in apparel, his vision will help mold the company’s ready-to-wear line, which will likely follow the brand’s current inclination towards simplicity.
Aside from embracing a simplistic aesthetic, Ghesquière’s vision has led the brand to embrace a multi-channel marketing strategy. Since Ghesquière’s take over, Louis Vuitton’s ads have appeared in fashion publications across the globe, appearing within the glossy pages as well as the coveted back cover of several publications, including W’s November issue. Louis Vuitton has also established a presence online, regularly displaying ads on a variety of sites.
Further diversifying the brand, Louis Vuitton has entered the field of publishing with the introduction of their bi-annual, in-house magazine “The Book.” The publication will be translated into 11 languages and distributed to elite clients, according to Luxury Daily.
The title of Luxury Marketer of the Year is granted on an annual basis to a luxury brand with high caliber marketing efforts, including creative and effective strategies, tactics, execution, and results, as indicated by Luxury Daily. Nominees were required to have appeared in the Luxury Daily during the award year. Winners, the publication noted, were named purely on merit.
With this award, Louis Vuitton has reestablished itself as a key player in the luxury industry, not only on the runway, but in marketing as well.
– by Caitlyn Bahrenburg