Four Major Measures For Luxury LV: "People First" Route

Recently, the "people to people" route has taken a big step. It seems that after the change of command, the LV brand has adjusted its strategic direction, lowered its value and changed its roots.

But can consumers really buy it? Let's take a look at what LV has done for the overall "grassroots".

The first step in grass-roots development

Three Hongbo owners' LV debut

Louis Vuitton invited three fashion bloggers to shoot a group of advertisements for their latest Mini Bag in Paris.

The three bloggers were Hanneli Mustaparta, a Norway blogger pformed from a model to a photographer, a Swedish blogger Elin Kling, and a Russian blogger Miroslava Duma.

Grass-roots second step: putting on TV commercials

Photographing in Louvre

LV one minute TV commercials were taken in Louvre, starring the famous model Arizona Muse.

This advertisement will be broadcast on 15 TV stations in China.

A two and a half minutes of director editing will be broadcast on the Louis Vuitton Louis Weedon website and social media platform.

In fact, this is not the first time that LV has put on TV commercials. As early as 08 years, LV has put 90 seconds of TV commercials in China, but the effect is not large.

I wonder if I will take the old road again.

The third step of grass-roots Transformation: replacing advertising companies

Ogilvy's replacement

Jordi Constans, who has just officially succeeded Yves Carcelle as the chief executive of Louis Vuitton Louis Weedon, announced that BETC, a famous French advertising company, has become a brand new advertising public relations agent, while Ogilvy, who has cooperated with the company for 5 years, is "honorable".

Grassroots change: replace CEO

The replacement of CEO is the highlight of LV's "grass roots".

Yves Carcelle left office after 21 years in LV, and the new president Constance (Jordi Constans) came from the food giant Danone Group.

A manager with a working experience in the FMCG industry is in charge.

It surprised the industry.

According to the industry view, in the face of the global economic downturn, Lu Wei - Hin hopes to help LV win a wider group of customers with a leader who has experience in the mass market.