The Louis Vuitton 'Where Will Life Take You?' Commercial: Everybody Is Talking, but Are They Buying
Louis Vuitton Produced a Beautiful Commercial, But Forgot To Tell Consumers Why They Need Louis Vuitton Bags to accompany Them On Their Life Journey
The blogs are abuzz with praise over Louis Vuitton’s first commercial. The company in its January 28 press release describes the concept behind the 90-second 'ode' to the Louis Vuitton brand as "a powerful statement of the core values of Louis Vuitton, the film shows virtually no product and has less a subject than a spirit -- an intensely atmospheric evocation of travel as a life-changing experience."
"It's atmospheric and evocative, yes," says Pam Danziger, president of Unity Marketing, a research firm focused on the luxury consumer market and author of Let Them Eat Cake: Marketing Luxury to the Masses – as well as the Classes, "but LV has fallen into a trap that can catch many heritage-rich luxury brands, and that is thinking that brand image is the ultimate reason why people buy.
"In my research into the mindset of the luxury consumers, brand image plays a supporting, not a leading role in why people buy. When affluent consumers buy a luxury brand, first and foremost they want outstanding quality. Image may be a primary motivator for the 'aspirational' consumers who want to put on the trappings of a luxury life they have not yet attained, but not for the affluent shopper who has already made it."
She continues, "It is even questionable that the company's target consumers will get the brand identity message that is this commercial's primary objective. When I viewed this ad, all I had were questions, but no answers. 'What is a journey?' is the question poised in this commercial, but the answer about why I need the Louis Vuitton brand to accompany me on my journey was left unanswered."
Louis Vuitton forgot that luxury consumers also want a product experience
“The Louis Vuitton company deserves kudos for taking their brand advertising into new media and for trying to engage their target customer in a new dialogue. This commercial is virtually guaranteed to win awards, but the company lost its way navigating the consumer landscape. They forgot that luxury consumers also want a product experience when they shop. When a customer buys a beautiful, new -- and very expensive -- Louis Vuitton bag, they aren’t just going on a journey, they expect a product experience of superb quality, classic style and expert workmanship. Louis Vuitton missed the mark because they forgot to tell me why their brand should be a partner on my journey," Danziger says.
Unity Marketing white paper on the myths of luxury branding now available
Pam Danziger has prepared a white paper, entitled "The Six Myths of Luxury Branding -- How to Build a 'New Luxury' Brand," describing the challenges of the 'new luxury' branding paradigm and what luxury marketers must do to keep their brands relevant to luxury consumers.
For media: Charts, tables and graphs are available on request.
- Pam Danziger will make a presentation at the upcoming Global Shop convention called "Shops that Pop: How to Create the Ultimate Customer Experience in Your Store." Global Shop will be held March 18-20 at McCormick Place West, Chicago.
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