LV's New Forms of Advertising

Magazine is the mass media dissemination way Louis Vuitton has been used. The nationwide publicity mainly through high-level magazines such as "Harper's Bazaar", "Vogue" etc… This is because the luxury needs a higher positioning and its high price. Luxury goods consumers in general is in the forefront of fashion, followed by the popular trend of the crowd, usually quite concerned about food, fashion, luxury cars, watches, tourism and other information and these are also the magazine mainly content. The large amount of information and has a strong ornamental and artistic content, and more advertising can attract the attention of the audience. 

And the advertisement of Louis Vuitton has always stressed that full rich details, in communication with consumers, it will involve such as handbags discussions of maintenance, which are he latest creation characteristics and magazine advertising can be clearly show the information. However, with the development of the online social media, those can be done better than before by using the social networks. (Kim and Ko, 2012)

Ackroyd said that the advertising and networking events create opportunities for people to interact with brands and eventually become part of its online community. Now many European brands are increasing their online sales. The Internet channel " is effectively turning in to the best, or one of the best, stores in each local market for the luxury goods brands, " said Mallevays, in terms of product categories, he believes that the Internet "wide open". (Socha, M. 2007) And LV even use a game character as its endorser in the latest advertisement.

Louis Vuitton Presents Series 4: Lightning: A Virtual Heroine by Square Enix, 2016

Video via Louis Vuitton

Newspapers and magazines is the traditional media for luxury brand, with the development of new media, although now there still exist many problems, but there is no doubt, new media will become another main media for luxury.(Phan, Thomas and Heine, 2011)

Reference:

Socha, M. (2007). Shooting at the Net: luxury brands boost their online profiles. Women’s Wear Daily, 193(39), 1-18.

Kim, A. and Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), pp.1480-1486.

Phan, M., Thomas, R. and Heine, K. (2011). Social Media and Luxury Brand Management: The Case of Burberry. Journal of Global Fashion Marketing, 2(4), pp.213-222.

Posted by  WENJIAO YU

Feedback organisation in H&M

Not only brand identity, but also communication could be explored through social media. Google+, Facebook and Twitter, which helps H&M follow their target consumers’ ideas and feedback about the brand, and consumers give their ideas and information on these pages as well. For example, Google+ could make a circle for target consumers who want to share a special topic and invite their friends in this circle to enjoy in. It’s a great way for H&M to build their own circle for their fans or who want to know the brand. Google+ helps H&M talk to consumers deeply and exchange ideas about the brand. Each idea and comment on internet push H&M to develop and promote their products. 

Aiming at target youth consumer between 16-30 years old, in May 2014 in Poland, H&M cooperative with exclusive party to invite people engaged in by hiding few tickets in their stores. People could follow Snapchat account to get information pictures to find these tickets. In the campaign, H&M owned more than 3.8 million Polish users and get positive impacts on brand communication. 

(https://www.youtube.com/watch?v=TJ3LVPxH6js) Accessed 04 March 2016

H&M gets variety of information from these social media, by solve consumers’ problems, answer their questions, and help out when their fans needed. Social Media for H&M is like a kind of tools for consumer service and make it easier for consumers to figure out their problem and talk with the brand no matter where you are.

Posted by Danyu Zhu