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.