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So, luxury label Louis Vuitton has some new ways of building its ultra-recognizable, exclusive, and oft-knocked-off brand this spring.
One, the company is going to launch TV ads on February 15. Will this damage the brand or enhance it? Does it seem Starbucks-desperate? Or does it a time when many analysts and observers are claiming “the death of luxury” as a recession looms?
Then, later this spring, the company will also release a line of Vuitton-branded jewelry by record producer, rapper, songwriter — and designer — Pharrell Williams. Could this be the next cool Murakami-esque sub-brand of Louis Vuitton? (Remember the colorful bags of several seasons ago, featuring Japanese pop-artist Takashi Murakami’s signature bright hues?)
Can Louis Vuitton maintain its respected brand image with so many different messages? Or are there just many different types of Vuitton customer — the one who responds to the sober, elegant print ads featuring Gorbachev, the trendy hipster, and the, well, mass audience who watches TV?
What comes next? The Bloomberg Businessweek Innovation and Design blog chronicles new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.