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.

Marc Loves Diet Coke

Don't we all love a little bit of Marc? Well, for Diet's Coke 30th anniversary, you, me and all others who are concerned would have the opportunity to see and enjoy a lot of mister Jacobs. So far, so impressed! I love the cans designs and the video ad is simply amazing!

As stated on Coca Cola Website, Marc Jacobs will "bring his unique vision to the brand, by creating a limited edition collection of must-have bottles and cans, uniting the stylish and light-hearted personalities of both icons. Inspired by the three decades, the chic designs capture the rise of female empowerment through the ‘80s, ‘90s, ‘00s, with a whimsical twist - true to Jacobs’ signature style."

Hopefully I can get a hand on few cans.

Bisou-Bisous,

Mel. 

Fashion, Lights,Camera, Action!

After that tragic moment you've realised that you are now sleeping one hour less because of the clock moving forward, the only thing left to do is to find something that cheers you up. At least something that put a smile on your face or even something that makes you laugh out loud. Luckily enough, there are amazing and distinctive directors and producers around the globe that deliver genius and creative Fashion Videos; and there are so great, so smooth and so likeable that the only thing you could do is share it with your entourage. Now, what a great way to start the day on a Sunday? Full screen, relaxed posture, a cup of tea at hand. From Alexander Wang to Lanvin, Prada, Kenzo and Barneys New York, there is nothing else I could add. Enjoy and Happy Sunday... 

Bisou-Bisous, 
Mel.

Spring/Summer 2013

Spring is around the corner! But if you are living in New York City, you may think that bright days are just a myth; especially with Nemo Storm hitting us right now. Just relax, the official first day of spring is March 20th so you have more than 10 days to turn up your hope. So, while I am forced to stay indoors because of Nemo, I decided to make a collage of Spring 2013 trends with the dearest help of Vogue Magazine. I definitely think it is the perfect time to revamp your wardrobe and start making a list of what you have and, what you must buy to be on your A-game as soon as the storm is over.

Spring/Summer runway trends this year are a perfect melting pot of cultures. They bring back the blues from the sixties with mini-skirts and A-line dresses, mixed up with stripes and checks prints, oriental prints, tuxedos, ruffles; and go all the way to the island with hawaii prints, stopping in africa with safari colors, back to asia with kimonos. And some loud metallics for this summer, soft pleats, the never fading polka dots, a taste of gold sequins and fringes.

Now that you know what to look for, I hope you are excited as I am

Bisou-Bisous,

Mel