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Article: LOUIS VUITTON: Going back to its luxury roots.
- Article from:
- Marketing Week
- Article date:
- February 14, 2008
CopyrightCOPYRIGHT 2008 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Becoming a fashion label failed to pay dividends for Louis Vuitton - the world's most counterfeited brand, but can a new TV and cinema ad re- establish LV in the luxury sector, asks Kate O'Flaherty
Louis Vuitton is poised to break luxury brand tradition by launching its first television and cinema ad. The ad is intended to be an "intensely atmospheric" representation of travel and will hark back to Vuitton's core offering of luxury luggage.
Unlike the press campaign, and the campaigns of its luxury rivals, the screen spot is devoid of famous faces and has limited product shots. Analysts say this is indicative of the leather goods company, founded ...