Can We Win The Hearts Of Young Consumers By Speeding Up The Store And Embracing Digital LV?

In recent days, Louis Vuitton has made frequent moves. From Virgil Abloh on Thursday in Paris men's wear week, it released its second series of men's wear design for Louis Vuitton, to the part of Chuan LVHM group's intention to acquire the share designer's brand Off-White parent New Guards Group.

In the absence of any marketing activities and advertisements, a flash shop was opened in Tokyo, Japan, and it was a great success. It is not hard to see that LV has started to change its market from "inside to outside".

2019 Paris men's wear week

The most obvious and essential part of the internal reform is product change. 2019 Paris men's dress week, as a designer Virgil Abloh in the second series of Louis Vuitton, shows that the changes he brought to LV are very young, especially in the delicate balance between the style of luxury brands and the sense of the street.

Louis Vuitton2019 autumn winter series engraved a New York street in Paris, a strong street culture element in the United States, showing itself in this commonplace block.

Flying leaves, street bands, and even discarded mattresses, full of street breath, have a sense of restraint in luxury.

Virgil Abloh uses Michael Jackson logo Crystal Gloves and hat accessories. He wishes to pay tribute to the king.

Different from the relatively old LV logo pattern, the texture logo created by the new technology is more introverted and fashionable. The single product design is also a practice which extends the designer's concept of national equality, especially the design of the flag.

A large number of textures and textures make the whole series have profound details in the whole.

Looking at the comparison of Louis Vuitton series design in recent years, we have to say that Virgil Abloh really understands young people's preferences. I wonder if LVHM group's interest in acquiring New Guards Group of Off-White parent company is related to the popularity of the joint designer Virgil Abloh.

Apart from the younger and younger street fashion, Louis Vuitton is also addicted to setting up a flash store, which is from outside to outside.

Open a larger market with commodity operation.

The sales volume of the new store in Tokyo within 48 hours is 30% higher than that of the previous Louis Vuitton x Supreme Tokyo flash store.

Michael Burke, chief executive of Louis Vuitton, called the success or attribution to consumers' pursuit of the new creative director, Virgil Abloh.

LV seems to have tasted the sweetness of the flash store. In recent years, many flash shops have been opened around the world. The advantage of the flash store is obvious, convenient for adjustment and visual merchandising. It can also test water before opening flagship stores. The limited edition and timed effect of shops can stimulate consumers' laziness and promote consumption.

In addition to the recent success of the flash store, let's first review the different attempts of LV in recent years.

In terms of geography, Japan is a good place for LV flash shop, especially in Tokyo, Kyoto.

Louis Vuitton x Supreme flash shop

It was the Supreme flash shop, which had just been broken the sales record, once became a sign of the handshake of luxury brands and street style.

Louis Vuitton x Yamamoto Kansai flash store

Another store in Japan opens in South Qingshan, Tokyo. It has opened the Yamamoto Kansai Kansai Yamamoto theme flash shop, showing 2018 early spring series design and other limited edition products. The fa ade is composed of LV classic LOGO and a series of samurai and Kabuki patterns.

A series of Japanese samurai clothes, printmaking, landscape painting and Kabuki cooperated with Louis Vuitton and Yamamoto Kansai Kansai Yamamoto are filled with UKI prints.

Shinjuku orange flash store

Two stores in Japan are in Shinjuku Shinjuku, with the key color: orange as the main background color.

It is possible to think of orange when someone thinks of Hermes, but LV can easily control such a bright color.

According to the person in charge, the orange T-shirt in the flash shop and the limited black bag accessories are all very popular.

This includes the final men's series designed by the creative director, Kim Jones, for luxury brands.

Kim Jones, a new style director of the men's clothing department in Louis Vuitton, also left Louis Weedon as male art director after displaying his final collection FW18 after seven years.

Unlike foreign Street flash shops, most of China's flash stores are located in shopping centers.

On the one hand, the shopping center has many passenger flow, precise crowd and convenient facilities. On the other hand, the management of public places in China is more stringent than that in foreign countries.

The continuous opening of the flash shop has also made Louis Vuitton a lot of popularity and data reference, and it is also laying a solid foundation for the expansion of the entity store on the basis of the promotion of attracting young people.

And different styles try to bring fresh feelings to the young people who are interested in the pursuit of fun, which is conducive to the brand younger.

LV's digital road

In addition to the main purchase mode of boutiques, the Louis Vuitton's recent development goal combined with digital marketing into young people's consumption market is also good.

From a macro point of view, data show that over 90% of luxury purchases have been affected by digital interactive activities. McKinsey, a world-renowned consultancy, shows that the online sales of luxury goods industry will usher in significant growth in the next few years.

It is estimated that by 2025, the industry's online sales will increase by three times to 74 billion euros.

The digital Internet is affecting consumers' consumption habits thoroughly. The digitalization reform of Louis Vuitton is also being implemented synchronously with product changes, and it begins to embrace the online sales trend of luxury goods industry.

Louis Vuitton's WeChat mall has also continued to take action.

Flash shop, WeChat mall and other new era of consumption are playing an increasingly important role.

Previously, the Boston consumer consultancy and Tencent Inc jointly released the consumer digital behavior report of China's luxury goods market, showing that the luxury shopping path is highly digitized and highly dispersed.

The main source of information is network information, which means the necessity of digitalization of luxury brands.

Under the current situation of domestic purchasing and being suppressed, the demand for luxury goods will be converted to other modes, and online consumption mode will be more attractive to convenience.

Especially when the layout of a second tier city is gradually saturated, more than 50% of the low line city consumers are not satisfied with the offline layout.

Coupled with high dispersion, the cost of offline stores will increase again, and more flexible flash shops are solving this problem.

In today's market environment, Louis Vuitton is undoubtedly a good decision on the basis of improving the design, choosing more digitalization and intensifying the layout of the flash store. Although the current response is good, whether or not we can conquer young people's market is still unknown.

Do you value today's Louis Vuitton?