Louis Vuitton

Yves Carcelle, chairman and chief executive officer of Louis Vuitton, is very optimistic about their status in the online world. Social network sites are believed to be important in this: the luxurious brand Louis Vuitton has a Facebook page: "If you look at Facebook for instance, we are the luxury brand that has the biggest number of friends by far. Close to a million people in the world have declared themselves friends of Louis Vuitton."


The people at LV mostly use social network sites to make their luxury accessible for everybody in the world. They think it’s important to use this technology, because everyone does it and therefore it’s a good way to inform your (potential) clients and ‘friends’ about their brand. In November 2009, they also launched an official YouTube channel and they use Twitter.

Louis Vuitton also uses celebrity endorsers (see my blog below from February 28th). They’ve had stars like Madonna, Scarlett Johansson and Uma Thurman to promote for them in advertisement campaigns.


Also, on March 10th, Louis Vuitton had a live online broadcast of its Women Fall/Winter 2010-2011 collection. This show appeared live on your iPhone and on Facebook. LV is the first luxury goods brand to develop a fully integrated digital communications strategy (“The Art of Travel by Louis Vuitton”). LV is eager to create interaction with its online community; therefore, Facebook fans will also be able to comment on the event live and watch the show alongside their own friends online.

In my view, Louis Vuitton is a great company which wants to interact with their customers. A good way to do this nowadays, is online via Twitter and Facebook. I think more luxury brands should see LV as a role model in this. What do you think: is it a good thing for LV to promote its brand online?

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