Keep Thisnin Mind
I was impressed by the recent campaign surrounding the opening of the Louis Vuitton Cafe in New York City. The synergy between the luxury brand’s fashion roots and their expansion into food and beverage is showing to be a successful cross marketing tool. The invitation to have brand loyalists visit their brick and mortar is extremely important. These days, you can purchase your LV goods online and be fashionable without having to step foot into the store, but the Cafe is an awesome tool to create a brand new world of discovery under the LVMH umbrella. Providing a place to sit, dine, imbibe and immerse yourself in Louis Vuitton has never been so encompassing. As other brands follow similar paths, LV is telling their stor y in a great new way that broadens their brand powerfully.
This is a powerful example of experimental marketing. Stepping outside of the comfort zone created by the origins of your story and the foundations of your brand may not work for your average business. Too much of a ‘branch out’ could have an adverse effect. But here, with the LV logos strategically placed on every item of food and drink, one can never forget where one is… in the world of Louis Vuitton.
When building your brand, as mentioned in previous posts, everything from the research you do prior to your product’s release to the every detail of the visual packaging, appealing to as many senses as possible is key. LV has done this literally.
In this cafe LV uses all five senses to wrap their visitors in a one of a kind experience which is leaving their already loyal customer base with a hunger for more making pilgrimages to the cafe just to feel and show others through social media that they are a part of the LV narrative, not just with the clothes and accessories, but as they wine and dine also. This is marketing mastery.
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