Louis Vuitton and "League of Legends" lead the fashion and game cooperation proposition

Recently, Louis Vuitton designed the world championship trophy for the multiplayer online battle arena video game "League of Legends". The brand also offers capsule skin, which is the clothes worn by virtual players. According to the Baidu search rankings, despite the mixed reactions, netizens are generally excited about the cooperation between the luxury giant and the most popular online game in China.

The cooperation between Louis Vuitton and League of Legends is not the first attempt by this French luxury house to attract the attention of online players. Back in 2015, the brand used the virtual character “Lightning” in Final Fantasy as a model for its 2016 spring campaign, which entered the market. There are indications that cooperation between the two industries will be a future trend. How does Louis Vuitton attract young Chinese?


China's online game population has exceeded 484 million, accounting for one-third of China's total population, of which women account for more than 58%. This raises the question: How do luxury brands target online gamers in China? For brands that are considering this opportunity, the following points must be considered before entering the online gaming arena in China:

The biggest feature that distinguishes Chinese online games from the rest of the world is the huge overlap between gaming entertainment and the star industry. In China, well-known game players and Chinese idol stars have a lot in common, their fan base is similar, with similar media and entertainment resources. Laure de Carayon, founder and CEO of China Connect, said: "Game players are becoming real-world influencers, and brands can potentially take advantage of the super-IP monetization in the online world in a variety of ways."


For example, the "Le LetMe" of the famous League of Legends players helped the Chinese national team win the gold medal in the 2018 Jakarta Asian Games e-sports competition, which currently has 1.3 million followers on Weibo. His retirement announcement last May attracted more than 5 million people to watch live broadcasts and appeared twice in Weibo's popular searches. He also revealed that he will become the video game anchor on China's largest real-time streaming media game platform, and his Bilibili won more than 100,000 followers within three days of his registration.

How does Louis Vuitton attract young Chinese?

A thorough change has already taken place in the luxury goods industry, but that is by no means simple as street forces subvert traditional fashion.

Beijing is still the most inclusive city in China. Different from Shanghai's recent strong international atmosphere, it is also different from Hong Kong's heavy business genes and elitism. Beijing is surrounded by the values ​​of China from all corners of the country, and it also absorbs the noisy and vitality from the sinking market. Here, people can step on the cloud or enjoy the "grounding".

Thus, when Louis Vuitton, the French luxury brand at the men's art director Virgil Abloh, chose Beijing as the opening venue for the latest men's limited-time store and growth track exhibition, a lot of logic was secretly connected.

Just past Friday, Louis Vuitton fired a gun in Beijing, opened the 019 autumn and winter men's limited time store in Sanlitun, and launched the five-city linkage limited time store event, which will be open to the public in Xi'an, Shanghai, Chengdu and Nanjing.

Since October last year, Louis Vuitton has opened flash shops in London, Tokyo and other places to engage in dialogue with young consumers. This year, Virgil Abloh continues the time-limited store tradition, opening 2019 autumn and winter limited-time stores in Chicago, New York and Beijing to showcase its second men's fashion show in Louis Vuitton.
Attracting attention is the mission of the limited time store. Compared to the first season, Virgil Abloh, who has been in office for nearly a year and a half, has more room for public attention and is more daring.

The 2019 autumn and winter limited-time store appears in a highly saturated tone and a bold appearance. The Chicago limited-time store building opened earlier was covered with a bright orange logo. The limited-time shop at the corner of the Lower East Side block of New York has been painted from inside to outside to become fluorescent green.

The limited-time store at the Sanlitun Red Pavilion in Beijing is red-themed, and reflects the 2030 autumn and winter series of plaid control themes inside the space, displaying model sculptures made of high-saturation FRP. When the fall/winter 2019 series was released, Alton Mason, a model with a series of flip-flops, was fixed as a red sculpture of different forms, attracting a lot of consumers' attention.

At the same time, the Louis Vuitton “Coming of Age” exhibition, which opened just last month at the Little Big Man Gallery in Los Angeles, was officially opened in Beijing's Espace. This is the first group exhibition designed by Virgil Abloh. He invited a number of photographers and young artists to focus on the growth of boys from babies, teenagers, and adolescents to adulthood in a diverse and complex perspective.
Juveniles from participating artists from all over the world come from different geographical and cultural backgrounds, but they can all connect with the world through social media, whether they are making faces through Snapchat, dancing to the camera, or wearing groups. Rainbow-colored T-shirts, a new generation of young people with a clear social and diverse.

This is in line with Virgil Abloh's long-standing focus on the community. At the first show of Louis Vuitton, he invited more than 700 art students to watch the show and distribute T-shirts of different colors to them. This is considered to be an innovative act that breaks the privilege of fashion and has aroused widespread concern in the industry.

Author Xing Zhao said in a review article for the Chinese version of Art News that Virgil Abloh's creative project has never been about clothing, he has created a community of identity and sharing.

According to Virgil Abloh, the meaning of “cooperation” and “community” is to create a true partnership between people from different backgrounds and fields, and to create more ambitious things that individuals cannot achieve. This is related to the current youth culture. It has a strong resonance with the concept of “community”.
According to the data of the fashion business news, in the first quarter of the 2019 fiscal year, sales of the LVMH fashion leather goods department rose 20% to 5.11 billion euros, a record high in five years, and an organic increase of 16% in the same period last year.

In 2018, Bernard Arnault publicly disclosed the scale of Louis Vuitton's income for the first time, saying that the brand's sales last year exceeded 10 billion euros. Forbes estimated in May last year that Louis Vuitton's annual income was $12.9 billion, or about 11.4 billion euros.

In the era of big capital, LVMH, which has more than 70 brands, has almost the right to define luxury goods. And when Bernard Arnault is tired of the definition of “luxury”, a radical change is naturally inevitable.

Top10 luxury bags in the worldwide

Hermès

Hermès is a world-famous luxury brand founded in 1837 by Thierry Hermès in Paris, France, and has a long history of more than 170 years. Hermès started out with the production of saddles and harnesses. He is extravagant, conservative and distinguished. The whole brand from the whole to the details, and then to its specialty stores, is filled with the rich heritage of the horse culture. Known for the production of scarves and ties, it is an international company that is loyal to traditional crafts and constantly pursuing innovation.

Louis Vuitton

LV, which began in France in 1854, is the world's top luxury brand, and the master of leather superb craftsmanship. It is internationally renowned for its excellent quality and original spirit. The interwoven alphabet canvas bag with LV logo is a classic and popular fashion myth.

With excellent quality, outstanding creativity and exquisite craftsmanship, it has become a symbol of fashion travel art. The product range includes: urban handbags, travel goods, small leather goods, scarves accessories, shoes, ready-to-wear, watches, fine jewelry and personalized customization services.

 CHANEL

Famous French luxury brand, started in 1910, specializing in fashion boutiques, watches, fine jewellery and perfumes and beauty products, double C logo, diamond plaid, camellia brand logo, No.5 perfume, 2.55 Handbags, black dresses and two-tone shoes are timeless classics in the fashion world.

PRADA

Starting in 1913, Italy, the world's leading luxury brands, high-end leather models, the family brand known for perfectionism, with the classic "black nylon bag" popular worldwide. The collection of fashionable and high-quality handbags, suitcases, leather accessories and cosmetic cases designed by founder Mario Prada has been favored and sought after by the royal family and the upper class.

BottegaVeneta

BottegaVeneta Butterfly, originated in 1966, is known for its exquisite craftsmanship and elegant style. It is known as "Italian Hermes", leather needle weave, The Knot dinner clutch, men's leather shoes have long enjoyed a good reputation. With the above materials, excellent craftsmanship, modern functions, and innovative design, the company adheres to the principles of beauty, beauty and personal style.

Fendi

Fendi, Italy, started in Rome in 1925, the famous Italian luxury brand, the leather family, with a reputation for luxury fur and baguette classic handbags in the world of high fashion. FENDI is best known for its It Bag, the FENDIBaguette handbag, which looks like a French baguette, designed by the Fidelity family's SilviaVenturiniFENDI.

 Gucci

Beginning in Italy in 1921, the world's famous luxury boutique brand, known for its high quality and exquisite Italian craftsmanship, specializes in classic shoes, luxury handbags, high-end perfumes, jewelry watches. GUCCI brand fashion has always been famous for its high-end, luxury and sexy. The brand image of “identity and wealth” has become the darling of the upper class. It has always been favored by business people, and fashion is elegant. Gucci is now Italy's largest fashion group.

Dior

Beginning in 1947, France's famous fashion consumer brand, under the LVMH Louis Vuitton Group, the world's top luxury brand, synonymous with luxury and elegance, fashion, jewelry watches, perfumes, make-up, skin care models, blue gold lipstick, 5-color eyeshadow is the treasure of the town. Whether it's fashion, cosmetics or other products, Dior has always been at the top of the fashion hall.

BALENCIAGA

Beginning in France in 1919, it defines a modern and elegant luxury original brand. It is specialized in fashion, leather bag elites with oblique cuts, line cuts and sewing techniques. The locomotive bag is sought after by Hollywood stars for its rock-and-roll style. Balenciaga, one of the most influential brands in the fashion industry, is one of the brand's flagship products. Balenciaga's men's ready-to-wear collection has also achieved remarkable success.

COACH

COACH Company of the United States, which began in 1941, is a light luxury brand of leather products. It insists on pure handcrafted craftsmanship to create classic fashion, New York modern luxury fashion handbags, apparel, shoes and other products suppliers. COACH is a high-end lifestyle fashion brand in the United States, offering exquisite accessories and gifts for men and women. The product line includes women's handbags, men's bags, men's and women's small leather goods, shoes, clothing, watches, travel goods, scarves, sunglasses, Perfume, fashion jewelry, etc.

Louis Vuitton has become a symbol of fashion travel art with its outstanding quality, outstanding creativity and exquisite craftsmanship

With the improvement of people's living standards, more and more consumers are beginning to look forward to the quality of life and the purchase of luxury brands. In the Chinese concept, luxury goods are a kind of high-end consumption, which is an improvement of personal taste and quality of life. China is one of the world's largest markets for luxury goods consumption. According to the China Luxury Report released by the Institute of Wealth Quality, an authoritative research institute of luxury goods, the global luxury consumption of Chinese consumers reached more than 100 billion US dollars in 2015, equivalent to Purchased about 46% of the world's luxury goods. In 2016, 7.6 million Chinese households purchased luxury goods. The annual consumption of Chinese consumers' luxury goods exceeded 500 billion yuan, equivalent to contributing nearly one-third of the global market. It is estimated that by 2025, the global market value of luxury goods will reach 2.7 trillion yuan, and Chinese consumers will continue to be the main force, which will buy 44% of the global market.

For luxury goods, France is the country with the most luxury goods. There are many world famous luxury brands, such as Lancome, Dior, Chanel, Louis Vuitton (LV), Pierre Cardin, Montagut, etc. Let's talk about the famous international brand Louis Vuitton (LV) in France.

Louis Vuitton (LV) was founded in 1854 by a Frenchman named Louis Vuitton in Paris, France. Louis Vuitton was a 19th-century technician who packed luggage for the royal family. His craftsmanship of luggage has become the most exquisite symbol of travel goods, revolutionizing the creation of flat-top leather suitcases and opening the first store in Paris. With the footsteps of French aristocrats, this word-of-mouth spread is also spread. Throughout Europe, the travel bags, leather goods, scarves, watches, and even clothing that extend from a travel box are all designed for more than 150 years, exquisite, excellent quality, outstanding creativity and exquisite craftsmanship.

Up to now, Louis Vuitton (LV) has developed from a single travel suitcase into a multi-category French luxury brand, handbags, bags, leather goods, clothing, accessories, jewelry, perfumes and other thousands of products, for men worldwide.

In order to further expand its market share, Louis Vuitton merged with Mot Hennessy, the world's top wine industry, in 1987 and established the world's largest boutique group, the Hyatt Vuitton (Louis Vuitton). Mot Hennessy), referred to as LVMH, is a combination of the world's top luxury brands, spanning five major areas: wine and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewellery, and boutique retail.

Cucci, LV and other brands have cut prices in succession Can promote the domestic luxury market to pick up?

In April, international luxury brands set off a new round of "price cuts" in China. It is reported that in response to the national value-added tax concession policy, the retail price of many Chinese mainland goods has been adjusted since April 1, a decline of about 3%, including Gucci, LV and other well-known luxury brands.

According to the Economic Daily-China Economic Net Fashion Channel, on March 21, the Ministry of Finance, the State Administration of Taxation and the General Administration of Customs jointly issued the "Announcement on Deepening the Policies Related to Value-Added Tax Reform", starting from April 1 this year, VAT The taxpayer's taxable sales behavior or the tax rate of imported goods and the tax rebate rate of overseas passengers' shopping and tax refund items have all declined to varying degrees. Louis Vuitton enters the headset field and opens a hearing feast

Luxury brands cut prices more than content?

It is understood that LV has lowered the price of China's official website at the end of March, a decline of about 3%. On April 1, Gucci cut the price of the Chinese market by about 3%. In addition to price cuts, consumers are more concerned about how much it has fallen. For example, after Gucci’s price cut, will the official price in China be closer to the European price? Some media compare the Gucci and LV parts of the best-selling handbags in China. , the purchasing channel and the price of the foreign official website. It was found that even with a 3% decline, the official price of the two brand handbags in China is still higher than the official European price and purchasing channels.

Take Gucci's hot-selling handbag as an example. The official price of China is 17,900 yuan, and the price is 17363 yuan after 3% price reduction. The price of this handbag in the European official website is 1,790 euros, about 13484 yuan. The official price difference is more than 3,800 yuan. It can be seen that the selling price in the Chinese market is significantly higher than in the European market.

The LV, which also cuts the price by 3%, also has a high price in the Chinese market. The average price difference is between 2,000 yuan and 3,000 yuan.

In this regard, some industry experts said that the price reduction of luxury brands is actually larger than the content. In fact, it only makes a publicity for their own brands, and also conveys the sincerity of “reducing the difference between the Chinese market and the European market”.

Can price cuts boost the domestic luxury market?

According to the "2018 Bain Company Annual Luxury Report", from a global perspective, the proportion of Chinese consumers' total spending on luxury goods to the global total has been increasing, and Chinese consumers have become the main driving force for the growth of the global luxury goods market. One. Therefore, more and more international luxury brands are paying more attention to the market pricing strategy in China. From the perspective of lowering the domestic selling price, the reduction of the price difference between domestic and foreign stores will make more consumers willing to spend shopping in China. The price factor will directly lead the luxury consumer group back to the specialty store, which will promote the domestic luxury market. Warm up.

Zhou Ting, a luxury goods expert and guest researcher, believes that global price integration has become a trend. The price cut is only a form, but it is indeed an effort by the brand to achieve global price consistency. By cutting prices, the brand will slowly release a signal that the domestic and international spreads are shrinking, thus promoting consumption backflow. Zhang Peiying, an honorary consultant for the Luxury China Alliance, believes that the 3% decline does not actually have much impact on the real luxury buyers. The spread between Europe and China is a differential pricing strategy for brands to adapt to local conditions. From the perspective of luxury pricing strategies, the differential pricing of different countries will always remain at around 20%.

Louis Vuitton enters the headset field and opens a hearing feast

Throughout today's luxury brands, Louis Vuitton has become one of the youngest street culture representatives. With its exquisite product technology and excellent quality performance, consumers have become the object of relentless pursuit, even if it is already in luxury. The consumer market has a prestigious brand status, but it is still not only in the status quo. It has been forward-looking with Murakami for many years, and seized the opportunity of “art + trend” to join forces with Supreme, and then under the direction of Virgil Abloh. More and more young and energetic, recently opened Pop-Up deadline stores in some cities in China, so that more young people can get in touch with Louis Vuitton's culture and trend values. Louis Vuitton is boldly breaking through itself, tending to young people's tastes, designing into street elements, and forming a new situation of “old luxury + trend street” to meet the diversified aesthetics of young consumers.

This year, Louis Vuitton continued to hit the iron and launched the Horizon wireless Bluetooth headset. This time-honored Bluetooth headset is equipped with cutting-edge technology and unique shape to enter the audio market.

LV Horizon Bluetooth headset body is the use of Master &;;;; Dynamic's MW07 headset, the headset uses a custom 10mm diaphragm moving coil unit, battery life of 3.5 hours.

Master &;;;; Dynamic is a brand created by banker Jonathan Levine. It is not the pursuit of those stylish appearances, heavy bass and dazzling advertising, but the use of classic design, focusing on the "music" itself, passing The pursuit of taste from Wall Street. LV Horizon Bluetooth Headset carries Master &;;;; Dynamic's mission and essence, durability, quality is beyond doubt.

In view of the brand's traditional visual elements, Horizon Bluetooth Headset has launched four color schemes: black, white, and red Monogram floral patterns, and yellow-blue LV stripes. The matte contrasts with the bright surface, the bright and vivid colors, the Monogram design, and the LV letters show the exquisite metal texture, which reflects the brand characteristics of Louis Vuitton. The matching charging box has a modern, concave curve that is identical in construction to the Tambour Horizon collection. Louis Vuitton white Monogram headphones with a white box, the other three color matching headphones with a black box, can power the headset for up to 10 hours.

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