Gorbachev in the new LV ad campaign
An image from the LV fall fashion campaign
Back at the end of July there was an article in the International Herald Tribune that highlights a new series of Louis Vuitton ads.
The campaign, developed by the agency Ogilvy & Mather, reflects a move by some luxury companies to connect with consumers on a more human level. In the past, many fashion houses and other luxury brands relied primarily on the so-called product-as-hero approach, featuring their products, perhaps accompanied by a model, in a stylized, static way. The new approach integrates the products into more lifelike scenes.
The ads are an example of luxury brands trying,
to broaden the appeal of the brand, particularly in relatively new markets like Russia and China.
Yes, another example of luxury brands seeking to position themselves with the New Rich (or Newly-Accessible Rich) from China and Russia. But more interestingly, this highlights the fact that these luxury retailers have realized that they can't effectively reach all of the affluent with the same message and that the affluent are NOT homogeneous in their attitudes. This isn’t just an acknowledgment of the cultural differences between the affluent in the West and the East, but rather an acknowledgment that the rich people that relate to Gorbachev are different than the rich people who relate to a sexy supermodel with a very nice shoe on her head. They have different values, and you can’t sell to them in the same way.
They've recognized that unless they align their brand and offerings with a different segment within the luxury market than they have traditionally targeted, they will be leaving a good-sized slice of "affluent pie" on the table.
This is true whether you are selling nice luggage or luxury homes.
