Why LV Instead Of You?

We have long been used to link Louis Vuitton with high fashion, luxury bags and stars.

In fact, 154 years ago, Louis Vuitton started its business in a suitcase. Until now, "travel" is still the core value of this high fashion brand.

Recently, Louis Vuitton has launched a new series of core value advertisements, featuring a rolling stone guitarist KeithRids, interpreting a journey of single travel and self exploration.

Last night, I saw LV's one minute advertising film in CCTV-2 still shocked me for a long time. LV talked about the philosophy and story of travel. It suddenly enlightened me, and its advertising influenced me again and again. The advertisements that made you feel bored and willing to accept were rare in my mind, but LV was exceptional.

Why LV instead of you?

This is a problem.

So look for this advertising film to explore the details that LV can shake you.

Look at the bravado advertisements launched by some domestic organizations and advertisers, and then look at the bruising and short life of brands behind hype, and we will understand why our advertisements are deviant and impetuous.

We will understand why Chinese brands are keen on soft language input and are keen on celebrity endorsements.

We will also understand why Chinese brands are fighting, containment, concealment and PR when they are in crisis.

Occasionally, at the airport, I read the latest fashion examination published by Yuelu publishing house. The history and evolution of the world's top fashion brands such as LV, Audi, Hermes, Chanel, Saint Laurent and so on have been interpreted in a historical way.

The intricacies of fashion evolution, the aesthetic elements at the bottom of the fashion, the historical style of fashion and the local cultural background at that time are all linked up one by one.

These brands make you look forward to it and love it. Why?

As I ask you, you ask yourself, why is LV, not you?

Hermes: Classic dada hoofs

In the fashion world, Hermes is one of the aristocratic brands. However, if we are familiar with ancient Greek mythology, if we see the word "Hermes", we must know that it means a God who passed the imperial edict to the Greek emperor Zeus on Olympus hill.

The beginning of Hermes was traced to the Napoleon era.

In 1808, when Napoleon was in full bloom, he assembled a cavalry regiment in Paris on one day to prepare for crossing the sea to attack Britain.

At that time, there was a saddle craftsman named Hermes. Later, Napoleon was defeated in the battle of Waterloo, and the French government was in turmoil.

After Napoleon III came to power, he held two World Expositions in order to enhance the French economy.

He was able to take the opportunity to participate in the second expositions, and won the first prize of the harness department. After that, their products were not only loved by Emperor Napoleon III but also ranked among the "imperial merchants".

After he set up his career, son Shhires inherited his family business in 1878.

Shhires changed the image of Hermes for the first time and moved the store to Forbug San Donora street.

This area is located in the Elysee Palace, foreign embassies and senior residential areas.

Since then, he and his two sons, Adolf and moss, have worked together to create the second wave peak for the family business.

In 1895, Charles was retired, and Mosis took over to show his marketing director.

Moss extended the scale of the harness market to Russia.

As one of the world's top harness makers, one of his greatest wishes in life is to make a set of harnesses for the Tsar of Russia.

He spent several years traveling to Russia and St Petersburg to negotiate with the royal family, and finally got a large number of orders.

The French saddle made by Hermes is a world class choice regardless of material, leather and sewing technology.

It was not until 1917 when Bull J Vic gained power in Russia that the Russian market of Hermes disappeared.

At this point, the age of horse drawn vehicles has gradually gone. In 1903, Henry launched the car in the United States, heralding the coming of the "Automobile Age".

In the face of all kinds of changes in the new century, Mosis is quick and quick to pform Hermes.

He began to make clothes, travel articles, watches and accessories.

However, the strategy of Hermes is different from Ford's business philosophy, because Mosis insists on the concept of "rare things are expensive", that is, the concept of "small production", and follows the tradition of craftsman technology, and continues to maintain the brand spirit of Hermes and develop new products of the era.

In 1930s, Hermes went to New York to open a branch store, but it suffered from the collapse of Wall Street stock market overnight and the economic panic rising worldwide.

In the face of declining consumption, Hermes has launched silk scarves in a timely manner to survive the crisis.

It is worth mentioning that each of the Hermes scarves has a specific theme. For example, the theme of the first scarf is "women in a carriage", and horses, swords, family patterns, necklaces, earrings, bracelets, and so on, giving the products "story", which distinguishes them from other brands and creates a unique image.

After the Second World War, the leather bags produced by Mosis were elegant and generous, and loved by customers. One of them was praised by Monaco Princess Grace Kelly as "Kylie bag".

This virtually led to free brand promotion, but also increased the added value of Hermes leather bags.

In 1998, Hermes hired Belgium designer Martin Margiela as design director, giving the brand a new look of the century and continuing to move towards the 2l century.

Martin Margiela rose in 1990s. He graduated from the Royal Antwerp College of Belgium and served as assistant to French designer Gore Siti E.

In 1988, he left and started his own business. The fashion show was held in Paris the following year.

Looking at Margiela's work, the skirt can be put together in a suit cloth, and the sweater is straight to the top of the head, so that the head and neck can be combined into one.

The elegant style of Hermes under his palm, plus succinct.