LV Designers Limit The Amount Of Money To Let The LOGO Package Return To Spring.

The 6 designers designed a cooperative bag for LV, which brought a small sales peak to LV in January this year, but even this does not mean that LOGO products have become popular again.

LVMH group released its 2014 earnings report, and revealed that its brand Louis Vuitton (hereinafter referred to as LV) has created a small peak in leather sales in January this year.

And for the LV sales peak, it is the LOGO package that has been disliked in the past two years - the Monogram package full of LV signboard.

However, what led to the sale is not ordinary Monogram packages, but a series of designers' cooperation limited money released last year.

2014 is

Monogram launched 160th anniversary, LV launched a project called "classic and classic subversive: tribute Monogram".

LV found Karl Lagerfeld, Christian Louboutin, Marc Newson, Frank Ghery, Wakubo Rei and other 6 designers across the fashion, footwear, industry and architecture, making 6 different handbags and suitcases with LV's Monogram pattern, and started the whole ball in October last year.

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Although neither the market research nor the commentary from the consulting company looked at the attractiveness of the LOGO package to luxury customers, LV has been trying to revive the Monogram pattern.

Delphine Arnault, vice president of LV, once said, "everyone knows that Monogram is the soul of a company."

LV launches limited amount of designer cooperation

After that, there was also a huge fashion party. As part of the celebration of the 160th anniversary event, LV hosted a dinner in New York Museum of MOMA last November, and gathered a group of fashion designers, models and stars to attend.

"Many investors who talked with us think that Monogram is a problem, but in fact it is not, LOGO can distinguish the company's products from other brands."

Melanie Flouquet, an analyst at JP Morgan Cazenove, said in an interview with Business of Fashion.

But even if the designer's Monogram package sells well, does it really mean that the LOGO package has become popular again? In fact, it is not the Monogram itself, but the uniqueness brought about by the cooperation with the designer, that really makes LV's Monogram package more popular.

Too much LOGO is still a problem. Only under the new trend of luxury consumption, Monogram can redisplay its value through various cross-border cooperation and limited money.