Are You Tired of Louis Vuitton Logo?

When you think of Louis Vuitton, the first thing that comes in your mind may probably be the LV monogram or Damier logo as opposed to the Nomade, Suhali, Taiga, Epi, Mahina, Exotic or Antheia. Matter of fact you didn't even know all those designs existed. Well, today I came across a very interesting article that I would love to share. It is entitled "Has Logo Fatigue Reached a Tipping Point?" written by Suleman Anaya for the Business Of Fashion [Online]. The article stresses that Louis Vuitton, the world's largest luxury brand is trying to shift its focus away from the very trademarks on which its success has been built. This means moving beyond the monogram and enhancing more their craftsmanship.

It all started at Paris Fashion Week, Fall 2013 where the monogram was nowhere to be found. This decision was made by Bernard Arnault, chairman and CEO of LVMH, the house of Louis Vuitton. Why? Simply because customers are getting tired of the brand's damier. Thinking it is ubiquitous. Especially due to the changing luxury consumption habits in China -Asia, without Japan accounts of 28% of Louis Vuitton sales. Chinese consumers have now moved on from conspicuous logos to a much more global mindset of uniqueness, high-quality and understatement in luxury items

“Luxury in China is now about being ‘in the know’ versus being ‘in the show’,” said Bruno Lannes, a Bain partner in Greater China and lead author of the Chinese edition of the study. “Changes in what Chinese shoppers want are now a central issue for the global luxury sector’s largest brands.”

Apparently, logo fatigue is not a new phenomenon; in 2010, François-Henri Pinault, chairman and chief executive of PPR, which owns Gucci, told WWD "Our groups are moving toward fewer logos, more discreet luxury. It’s a question of adapting our ranges very rapidly to this new perception of luxury, a luxury which is more subtle, more sophisticated which is what we are doing.”

Personally I think this is a pretty good strategy for Louis Vuitton to move beyond its trademark logo because I feel like the monogram and the damier are over rated with a sea full of counterfeits. I think Louis Vuitton have such a strong brand equity that, focusing on communicating  what they know best aka their 'craftsmanship' would lead to people learn beyond the Logo LV and also make them appreciate more of the genuine leather rather than the letters or little squares.

If you like Branding, this article covers the topic of 'Developing a new brand strategy'. It is very insightful. 

Read the original article by clicking here

Bisou-Bisous,

Mel.