Virgil Abloh How To Use Topic Marketing To Make The First LV Series Sales Exceed Expectations

After the first show of Virgil Abloh's entry into Louis Vuitton, someone compared Virgil to "the wizard of Ozzy", a cheater who manipulates everything.

But no matter whether people sing or praise Virgil Abloh, his success is there.

He made a whole eye in 2018.

It was only in 2019 that his Louis Vuitton debut took 48 hours, and sales exceeded 30% in 2017's Supreme series.

People scrambling to buy a new season single product from the Pop-Up store in Tokyo, from the purse of $915 dollar to the $$5900 fur scarf.

Of course, the success of LouisVuitton is inseparable from the overall cooperation of the group and the highly cooperative cooperation between the public relations and propaganda teams. However, the accession of Virgil Abloh is undoubtedly a stroke of the finishing touch.

On the latest Paris men's wear week, the latest autumn and Winter Conference of Louis Vuitton 2019 is also full of topics. Virgil Abloh has performed a wonderful performance in combination with music, scene layout and stage planning. It reflects the rich inspiration from Michael Jackson to this series from inside to outside.

After the release, the Virgil Off-White x A BATHING APE BAPESTA BAPESTA has also become a focus topic.

Virgil Abloh seems never lacking in topics and concerns. He may not be the most talented designer, but he is definitely a marketing master who knows how to get young consumers and capitalists alike.

Creating open source communities in social media

Itself is the topic maker.

In the past, consumers may have little knowledge of brand designers, and in the age of Internet social media, which is directly proportional to revenue and flow, Virgil Abloh, who sits on 3 million 500 thousand fans, is very good at disseminating messages on online platforms and social media.

In addition to carrying traffic, its high quality connections are also a great force for him to create topics.

The first show after Louis Vuitton came not only to Kanye West, A$APRocky, Travis Scott, KAWS, Edison Chan and other social media fans, but also to show the celebrities of Playboi celebrities, Carti, Kid, and so on.

Virgil knows the importance of a vermicelli 's sense of belonging, close to the younger generation, and will be close to the young fans in both social media and online activities.

In the first show of the Louis Vuitton, 1500 students and people were invited to show the show, which is the most representative of this show.

Virgil skillfully used the younger generation's perspective to extend the topic to them. Instagram has expanded the influence of this show with unprecedented strength.

After the debut of Louis Vuitton, Virgil issued a picture in Instagram: "you can also do (You can do ittoo)", triggering the emotional resonance of countless dreamy young people.

This open source community, built by Virgil for many years, is constantly creating topics and attracting young people's enthusiasm.

Storytelling is also the story itself.

The exclusive language of word maker enthusiasts

It is not difficult to find the expression of Virgil's stream of consciousness and its passion for word formation from the A-Z mystery table on the Louis Vuitton debut written by Virgil Abloh personally.

For example, he interpreted the word "Accessomorphosis" as a mixture of processes that pformed accessories into clothing, which effectively evolved their functionality; defined "Irony Satire" as philosophy in the new era, as in the case of Virgil Abloh in the case of Louis Vuitton; "Luxury luxury" is a label determined by value, coding and quality; its right to use and definition only used a small number of people's privileges until the new generation took over its sovereignty.

The style of Virgil Abloh stream of consciousness makes people feel elusive, but think carefully, what he says is also reasonable.

It can be seen that behind the complicated definition and explanation is the careful thinking of Virgil.

Of course, he is also the story itself.

In various interviews or speeches, he will go back to his story with young people - a non professional designer and a descendant of Garner's emigration. After he knew Kanye West, he released the "Pyrex Vision" clothing project, used Kanye's contacts to sweep the tide, and then decisively abandoned another Off-White Off-White to enter the high-end fashion circle. Today, she finally won the top crown of Louis Vuitton.

He is good at telling young people's resonance through broadening their thoughts, telling them that this is possible, and this will happen to them. He brings hope.

He can not only tell stories, but also make the story continuity.

In the second chapter of the first wave advertisement of the 2019 spring summer series, released by Louis Vuitton, Virgil Abloh herself wore a model, surrounded by other models and design team members. In the third chapter, the students dressed in Virgil Abloh invited 1500 students to watch the same color Tee on the fashion show last year. These are the stories that he told to the millennial generation.

Combined with its popularity, brand fever and resources, and through multi-dimensional cooperation, it constantly causes noise.

The style of the finished product and the 3% rule is presented.

Virgil Abloh is a synthetic master who is good at screening with finished products, and on this basis, he will make changes and multiple reorganizations.

This is his innate talent, and also a means to skillfully designate the "3% rule" for this way of thinking and design. It is interpreted as pforming the ordinary object into a distinctive proportion.

By virtue of this rule, he changed the flannel shirt of Ralph Lauren into a single product of Pyrex Vision, turned the zebra into the brand logo of Off-White Louis, and launched a series of "THE 10" sneakers series with Nike in collaboration with Nike, and released two notable series after entering Louis Vuitton.

The design aesthetics is also worth mentioning. It is worth affirming that under the guidance of Virgil's diversified thinking and design methods, these products have been highly sought after by the millennial generation and made him a designer with both topic and sales volume.

The most easily encountered problems of emerging brands are flash in the pan. The brands that are red in popularity but are rapidly fading in a short time are also rare. Anti Social Social Club and HOODBY AIR are among them.

And Virgil's cleverness is that he knows how to seize the opportunity.

First of all, he gave up the Pyrex Vision, creating the first Off-White of the Off-White Vision through the advantages of human connections and Pyrex Vision.

Riding on the trend of Brutalism in the European graphic design circles in recent years, in 2017, the concept of "brand" was redefined by the concept of "(")). In the invitation letter, "INVITATION" and "WOMAN" were printed on the back of the dress. The new visual system almost completely changed the design of Off-White Nike and became the most powerful weapon in Virgil's hands, and facilitated cooperation with IKEA, Rimowa and Nike.

The "The 10" series with Nike has attracted a lot of topics in this era of "gym shoes", not only laying a leading position for Nike, but also developing the design of deconstruction.

And when the deconstruction sneakers are about to become popular, Virgil implies the end of the "THE 10" series.

Virgil Abloh knows clearly that cooperation with brands is not enough. Art is the highest Hall of all forms of creation.

This is one reason why many brands like to cooperate with artists. When brands connect with art, they are endowed with more cultural cores.

He appreciates the genius strokes of Leonardo Da Vinci, the human body of Le Bernin and the light and shadow of Caravaggio. He also pays attention to contemporary artists.

Earlier, Virgil Abloh collaborated with Murakami Takashi in artistic creation, including works of art exhibited at the gallery in London, and a solo exhibition held in Tokyo.

In order to celebrate the launch of the LV 2019 spring summer series, a number of giant art installations have been built in New York and Tokyo.

The second series of press conferences after Louis Vuitton were invited from the logo white glove of Michael Jackson, and he invited Futura herself to graffiti.

According to the author's manual statistics, since Virgil Abloh entered the Louis Vuitton, there were about 302 news items related to Virgil Abloh in the number of news published on the HYPEBEAST English website. Almost every day, there appeared a news about him, and all of them received great attention and attracted many messages.

The news covers VirgilAbloh's cooperation projects, Off-White Louis and brand events of Louis Vuitton.

If the success of Virgil Abloh is accused of plagiarizing from different fields or cringe to popular culture, he will not be the only one; if it comes to topic marketing and personal charm, it is a capability.

And he is a true topic marketing master who occupies the market sovereignty.

Perhaps his success is traceable, but it may not be duplicated.