By: Kelly Ahern, guest blogger
With its chic simple lines and easily distinguishable monogram it is not hard for one to become entranced in all that is Louis.
Surrounded by the earthy smell of fresh leather, you are invited to step into a world of class and luxe sophistication. No wonder the French conglomerate has yet to lose its seat at the top.
This year marks the 5th Anniversary of BrandZ’s Top 100 Annual Report.
Millward Brown Optimor created the BrandZ Top 100 ranking system as a way to identify the world’s most valuable brands, based on dollar value, of course. The role of a brand is vital, especially in today’s unsteady economy, consumers need a brand that they not only admire but one that they trust.
Well when it comes to luxury, the people choose Louis Vuitton.
This year’s report named Louis Vuitton the number one brand in the luxury sector. Besides its refined appeal and sensible style, what makes Louis stand out?
According to a statement from Joanna Seddon, CEO of Millward Brown Optimor,
“a new trend has emerged in the wake of the recession as more companies reduced the importance of maintaining and even increasing budgets to support brand loyalty and engagement.â€
Well, LV has done just that.
The company carefully cultivates a very prestigious celebrity following and makes it a habit to utilize prominent names in its marketing campaigns; most notably Jennifer Lopez, Madonna, Gisele Bündchen, Oprah and Andre Agassi.
Even more to LV’ advantage is their Director of the Communication, Antoine Arnault, who recently pursued the world of cinema and television, resulting in the brand’s first-ever commercial.
Wait, it gets even better- those 90-seconds have been translated into 13 different languages.
The man behind the magic?
Creative Director for LV, fashion extraordinaire and forward-thinker of all things fashion, Marc Jacobs, was no where to be found on the BrandZ list, interestingly enough.
So, what can that say about his own brands?
Holding down two separate lines, Marc Jacobs and Marc by Marc Jacobs, in addition to LV, can be no easy feat.
But rest assured, Jacobs’ accomplishments and abilities have not gone unnoticed.
Since his appointment in 1997 he has been truly triumphant in revamping the famous accessories line and has collaborated with the likes of Steven Sprouse, Julie Verhoeven, Takashi Murakami and Richard Prince.
Under Jacobs’ creative leadership the brand has released various limited-edition lines that are still coveted by many today.
Jacobs again revisited the LV collaboration with Sprouse to create the Steven Sprouse tribute line.
The new accessories and ready-to-wear line combined Sprouse-style graffiti and rose motifs alongside Jacobs’ own design. Need it be said that the line debuted which much success.
In addition to numerous international boutiques, this year also welcomed the opening of what is described as one of the most luxurious stores, the Louis Vuitton of London.
What it all comes down to is trust and recognition.
LV is known for exuding elegance and is trusted to convey style. Marc Jacobs holds that power and yields it staunchly, holding the brand’s value in tact. Putting it, in fact, above his own.
In general, it can be assumed that those brands which successfully increased their brand value over the past year stayed true to their core values.
Louis Vuitton stayed true all right; remaining the most valuable name in luxury.
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Advertising statistics:-
Client: Louis Vuitton
Title: “A Journey”
Agency: Ogilvy, Paris
Creative: Christian Reuilly
Agency Producer: Laure Bayle
Production Company: Quad Productions, Paris
Director: Bruno Aveillan
Producer: Martin Coulais
DP: Philippe Lesourd
Cameraman: Bruno Aveillan
Post-Production: WIZZ Paris
Post-Producer: Manuel Beard
Editor: Fred Olszak
Flame Artist: Bruno Maillard
Special Effects/Processes: WIZZ, Paris
Music: Gustavo-Santaolalla
** All images belong to LVMH**
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Kelly Ahern is a recent Roger Williams Univeristy graduate living in New England. She graduated with a degree in Communications-Public Relations and a Core Concertration in Italian. She is an aspiring PR professional who loves social media, fashion and traveling. You can find her on Twitter @Kelly_Ahern.
Copyright © 2009-2010 Sasha H. Muradali. All Rights Reserved.
