“All I do all day is to think of ideas and implement them. That’s an industry, you know. I’m trying to make art on a commercial scale.”
- Virgil Abloh
The world of fashion, arts, and entertainment share a common thread: they all reflect and shape contemporary culture. Through their expressive nature, they capture the spirit of the times, influencing people's aspirations, desires, and lifestyles. By harnessing the synergy between these industries, brands can tap into a broader audience and create a profound impact on popular culture.
The most remarkable example of such a collaboration is of course Louis Vuitton, who has been a frontrunner in harnessing the power of collaborations to strengthen its cultural branding. The brand has masterfully aligned itself with influential artists, creatives, and has consistently leveraged partnerships to transcend traditional branding boundaries and create a powerful cultural impact and legacy. LV has ultimately positioned itself as a cultural tastemaker. Here is a brief overview of the brand’s strategy.
“We sell much, much more than fashion… It was a performance, and that’s the spirit of Louis Vuitton. It’s much more than a fashion brand. It’s a cultural brand with a global audience.”
- Bernard Arnault, CEO of LVMH
Product
LV has partnered over time with blockbuster artists such as Takashi Murakami, Jeff Koons, and Yayoi Kusama to infuse their artistic sensibilities into the brand's products and stores. These collaborations have resulted in iconic collections that seamlessly merge art and fashion, attracting both art enthusiasts and fashion-forward individuals. All the while boosting sales in the leather goods category which is (and has been) by far the biggest product category in luxury. Alongside the creative allure of these collaborations, there has always been an immaculate merchandising strategy that has supported these launches. We will cover the importance of merchandising in the following posts, stay tuned.
Gisele Bundchen for Louis Vuitton
Events
The convergence of fashion and entertainment has been another key aspect of Louis Vuitton's cultural branding strategy. The recent appointment of Pharrell Williams as Creative Director of Menswear and the presentation of his debut collection on Pont Neuf with performances by Jay-Z, a gospel choir, and a lineup of superstars like no other, was a cultural moment on its own.
Pharrell Williams for Louis Vuitton
Cultural Venues
The brand has also engaged in partnerships that create immersive cultural spaces, such as the Louis Vuitton Foundation in Paris, which has become a Paris landmark. As well as the Louis Vuitton X exhibition on Rodeo Drive, which celebrated “160 years of creative exchanges and artistic collaboration” took visitors through the archives and mapped out the brands continuous understanding of the culture through their most emblematic collaborations. The exhibition was a major success, due to being temporary which created a sense of exclusivity, immersive, Instagram-friendly, and had a compelling, yet approachable story to tell.
Images from Louis Vuitton X, Rodeo Drive
By leveraging these collaborations, the brand has further expanded its global reach, attracted new customer segments, and maintained its position as the symbol of luxury and cultural relevance.
Our Reflection
By forging collaborations between fashion, arts, and entertainment, brands can tap into the collective creativity and cultural zeitgeist, they can position themselves at the forefront of cultural movements, and thus connecting with audiences on a more emotional level.
Not every brand has the LV scale or financial muscle, nor should every brand try to compete in LV’s own game. However, if you want to build a brand for the books, that excites your customers and has them longing for your products, and for business to grow faster than the market (i.e. your competitors)- then cultural branding should be a top priority for your marketing agenda in the seasons ahead.
If this article has inspired you to take your brand to the next level, but you need some guidance contact us at hello@flamestrategy.com.