Fashion identity is about exploring unfamiliarity, juxtapositions and change while preserving the classics. Louis Vuitton’s visual identity is one that does exactly that.
LOUIS VUITTON'S BRAND IDENTITY ONION:
The LV floral monogram, the two-toned brown canvas and the classic bag silhouettes – all wrapped up in the striking imperial saffron packaging (Corbin, 2016). The clever use of brown within Louis Vuitton’s products creates a sense of trustworthiness and certainty, enhancing the idea that they stand for quality and reliability (Cherry, 2020). A research article done in 2005 concludes that flowers are a “powerful positive emotion inducer” (Jeannette Haviland-Jones, 2005), making it clear as to why Louis Vuitton would incorporate this emblem into their monogram. Furthermore, their iconic bags are seen throughout the decades being carried in the hands of social elites. This strategy allows for the brand to create internationally known silhouettes, leading to an identity that is recognisable and preferred. (Chopra, 2020). Lastly, the saffron yellow packaging is known as “the color of the gods”- an embodiment of social status and prestige (Miasa, 2015).
LOUIS VUITTON BRANDING ELEMENTS:
The fashion powerhouse’s strong visual identity is never faltered - even during collaborations. With an established reputation, the fashion house can collaborate with experimental artists while satisfying primeval consumers. The Artycapucine Collection is an annual collection where Louis Vuitton gives six internationally recognised artists the iconic Capucine bag as a “blank canvas” (Vuitton, 2021). These artists enhance Louis Vuitton’s fantastical and storytelling personality while retaining their significance beyond the face of luxury (Nicoletti, 2018). This is accomplished by maintaining bag silhouettes, colour schemes and monograms in each of the collaborations, reiterating the brand’s certainty in terms of visual identity. The identifiable trademarks reassure consumers during these collaborations due to its ability to withstand change (Wheeler, 2013, pp.46).
THE AAKER, RIEZEBOS BRAND IMAGE MODEL (2003):
Moreover, an analyse of the brand’s image using the Riezebos model (2003) helps to better the understanding of the consumer’s positive associations of the brand (Crespo, 2017). Firstly, Louis Vuitton’s mainstream of marketing communication is through digital means. Their Instagram following ranks up to 46.1 million with their feeding emanating an art of luxury and wanderlust. Secondly, Louis Vuitton’s consumption experiences are highly rated by consumers. One shopper describing the ambience as enticing and the shopping experience embracing her into “the novelty of the brand” (Subramanian, 2021). Thirdly, the social influence of globalization has enhanced Louis Vuitton’s contemporary and fashion-forward vision. The push to enhance profits meant that once Louis Vuitton had saturated the Western market it had no choice but to expand (Martin, 2014, pp.58). This is reflective in their diversification into the Asian market by using the K-pop boy band, BTS, as brand ambassadors.
LOUIS VUITTON'S BRAND BOARD:
In essence, Louis Vuitton’s visual identity is intrenched into the brand’s DNA and is paramount throughout its progression as a fashion house. It is the ultimate factor that has led to its success in terms of identification, expansion and their consumer’s brand opinion.
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