Luxury; Louis Vuitton; brand communication; communication strategy
Luxury in the international arena is defined as "a people's survival and development needs of the range, with a unique, rare, exotic features such as consumer goods, also known as non-necessities. The concept of noble worth it to display the image in front of consumers. From the perspective of brand communication, the luxury brand to create a sight to behold the way the management of the road, more worthy of general consumer goods for reference.
Case Description: Louis Vuitton (LV), the brand development process
Louis Vuitton (Louis Vuitton) with 150 years of time to develop a luxury brand synonymous. It was originally produced for the French court of Queen's luggage, the development of the Industrial Revolution period, become the object of the emerging bourgeois aristocracy sought after as a status flag, until the development of modern Louis Vuitton luxury goods empire.
In the louis vuitton outlet 1850s, Louis Vuitton started the production of the identity of the French court of Queen's luggage and its noble image sought by the court and aristocracy. In that era of mass media, it is the rapid development with the members of the royal word of mouth spread. Word of mouth spread of these people not only enhance the visibility of their products, more importantly, credit to add color to the LV brand image and product credibility. Following this, special customized services for the nouveaux riches, but also to meet the target consumers want to highlight the psychological needs of its nobility. In the Louis Vuitton brand development process, a bold and innovative it has always been to sit tight in the top luxury fashion throne, and consumer groups agree. 1997, only 34-year-old New York designer Marc Yage Bu (Marc Jacobs) in respect of LV classical style image on the basis of the traditional monogram pattern printing press on candy paint Phi Phi with the image so that LV Dayton was dynamic fashion, to the praise of the global fashion industry. In addition, LV unique brand preservation strategies and the spread of advanced life philosophy so that it has maintained vitality. Such as tourism and cultural concepts, in order to promote the LV brand to more customers show more than 150 years the LV in the tourism and cultural leader, LV have tried to put its image advertising in the mainstream media.Spread from the brand of Louis Vuitton (LV) to look at the luxury brand communication strategy
(A) advertising communication strategy - simple and elegant advertising communication
Advertising production and performance. The luxury goods advertising is the outside world know the most important channels of its brand to the shape of the luxury brand image and personality for the purpose. Advertising the production of its high positioning of the brand's consistent, you can not just mediocre, the connotation of advertising to highlight its brand culture, product positioning. Advertising performance, well-made, the picture is simple, distinguished, visually striking, composition, harmony, the words beautiful. Advertising appeals, highlight the unique psychological experience of the products to consumers, should be based on emotional appeals. Advertising content to advocate a new way of life and philosophy of life, to pass life dynamic.
Advertising medium run. Launch of an advertising medium, luxury brands generally avoid the use of mass media, and the choice of the precision of niche media consistent with the socio-economic status of a luxury brand positioning and target consumer. For example, select high-end fashion magazine insert advertising, or with the customer's word of mouth to expand its influence. The media choose to focus on high-end fashion magazine, aircraft, high-end commercial vehicles, high-end leisure and fitness places. In addition, the luxury consumer is unique consumer to enjoy determine the important position of the luxury end of advertising, For example, the counter image of a unified, good display management, excellent staff service, exquisite in-store posters and other details on great importance can bring the customer identity and dependence on the psychological and emotional.
Celebrity endorsement advertising. Shaping luxury brand image of the success of association with the consumer image of the brand itself is a great luxury It is through the image of celebrities, aristocratic lady, bred elegant luxury high-end luxury fashion brand. Luxury goods advertising is often invited to present the most sought after celebrity endorsement, celebrity endorsement for the brand building and publicity, and product profitability information dissemination services. Luxury is really a high-end products rely on the symbolism of the survival of the consumer behavior of the celebrities are much more likely to worship and imitation of the consumer groups, serve as a model. Celebrity in the consumption of the middle class acts as the role of opinion leaders, the characteristics of the celebrity into the luxury brands, given the luxury brands of the same value and role models, and greatly enhance the added value of luxury goods to make it worth double. (B) public relations communication strategies - PR spread a sensational effect
PR event marketing. Mainly through the hot social events or public relations activities to communicate with the public, establish a brand image. At the same time, carrying out cultural activities and sports sponsorship, the brand's image and influence is expanding.
Pull marketing. Pull marketing for customers to experience the unique luxury products, and let them appreciate the exclusive, personalized, high-end value-added products created for them. Dissemination of brand image, an effective means to narrow the distance with the target consumer, for example, to create a brand clubs and held a big party.
Public charity and public cultural activities. Luxury goods in addition to the high quality of their products, more importantly, it gives consumers the unique psychological, emotional experience and satisfaction. Luxury image of the high-end, but too much emphasis on its luxury and elegance, will be somewhat self-imposed isolation. Therefore, charity has become an important public relations and marketing tool for many international luxury brands. Luxury brands in order to enhance its status and image in the minds of consumers in the luxury I did not forget to pay attention to enhance their own cultural taste and cultural connotations, often to carry out cultural and charitable activities to establish its noble public image.
Depth interpretation of the brand culture. Located in the "luxury" luxury brand, consumers will invisibly increase the degree of concern for its brand. Depth interpretation of the pervasive influence of an effective way for the middle class consumers through public relations activities of its brand culture. First of all, the luxury of ultra-high pricing of the majority of consumers will be surprised, and hope to understand the factors behind its ultra-high pricing; luxury brand represents superior way of life, interest and yearning of the middle class. Therefore, to reduce the commercial atmosphere of public relations activities of the brand culture and brand culture to guide theme activities to improve the image and status of the luxury brand in the minds of consumers.
(C) interpersonal strategies - with the celebrity to enhance the brand value
Compared with the new luxury brand, luxury brand with unmatched customer resources - the royal era of influential groups. The luxury brand communication process is a very important strategy is the strategy of interpersonal communication. Some scholars believe that strengthening the relationship with existing customers, enhance the loyalty of all consumers to have a beneficial effect. Precisely because such a luxury brand to achieve the purpose to maintain or enhance their brand loyalty, it is necessary to establish a good relationship with consumers and take advantage of the special status of an important customer to advance the creation of brand equity.
Star customer. Very familiar with most of the founder of the luxury brands of their own in which the social elite, their own or of the industry founder of respected celebrities. Luxury brands and consumer name of the people has always been inseparable, with the celebrity and take the initiative to launch a publicity, celebrity qualities of its brand is an important strategy in the collaborative shaping luxury brand marketing process.
Characteristics of services. Products and services are the two most important elements of the luxury brands. The one hand, the luxury brand should strive to provide customers with quality products, on the other hand to provide customers with the best services to build service art. To establish a luxury brand image, increase brand awareness and build brand value, it is necessary by the special services. Characteristics of services are luxury brands and consumers to communicate directly with the help of consumer word of mouth to spread the optimization method to improve brand communication effects. (D) terminal strategy - precision terminal
Luxury to customers through a variety of methods to convey the unique luxury experience in addition to brand value. Unique cultural connotation to provide consumers of luxury brands starting to enter the shop of the moment, consumers leave the store can feel. Terminals often determines the premium and sale of luxury brands, so enjoy has become an important part of the accurate operation of the terminal and terminal to the customer brought about by the near-perfect shopping. Grasp the reputation of the customer sales process to grasp the terminal plays an important role, which requires the luxury of the product concept must permeate all stages of the consumer buying process.
(E) network strategy - the noble simplicity of the network communication
Online media as a new media, has the most extensive and profound influence, and has penetrated into all the traditional media, which began to establish their own brands. The development of foreign sites such as Twitter, Facebook, for domestic all networks, Tencent, happy network closer to the younger consumer groups creation and development of the site experience. SNS social networking site, IM and other instant messaging tools is rapidly becoming the preferred eyes of advertisers to the Internet advertising media. Luxury marketing to networking campaign, strengthening the interactive communication with consumers, we should network media, especially social networking as an important channel for building brand communication. Of course, the luxury brand is not blind random use of the network, but the purpose of efficient use of it. In addition, some luxury brands are also gradually established their own websites, to better promote its corporate culture and brand philosophy in a better position to expand the brand influence.
Relation of Louis Vuitton (LV), the brand communication strategy to build a luxury brand in China
Grasp the market to lock the three types of customer. First of all, the Scirocco family "is the main consumer groups in the luxury market, these customers are mostly superior family of rich kids, they usually choose a different brand of luxury goods for the purpose to express individuality. "Fashion favorite" is the growing consumer groups, such groups pay more attention to style and taste of the luxury brands, mainly high-income white-collar workers. "Nouveaux riches" is the major consumer groups of the contemporary Chinese luxury goods market, the main members louis vuitton purses of these customers to the merchant. As the community most of the wealth of the elite, the most well-known mainstream luxury brands is their first choice.
By the cultural connotations to enhance brand value. The long history and rich cultural heritage given the unique intrinsic value of luxury brands. Therefore, to build a luxury brand, on the one hand, to pay attention to dig behind the product, the implication of real history and culture, and cultural well penetrated into the brand; the other hand, by exploring the history of product traceability. mining a unique brand of cultural connotations, thus enhancing the brand value of luxury goods. China has a long history and culture, many of them have commercial value of cultural enterprises to carry out excavation in this regard, perhaps we can make a difference in the luxury marketing. Chinese and Western combined to create high-end image. To achieve the perfect combination of Chinese and Western cultures, to create the image of high-end luxury brands, it is necessary to take full advantage of our ancient traditional culture and western fashion trend of thought. First, product development and packaging design with traditional Chinese culture, the second is on the professional management and intercultural communication, to learn the advanced experience of Western countries. Although the integration of Chinese traditional culture and advanced trend of thought in the West, to build consumer recognition of the high-end image is not an easy task, but the concept of the legendary quality and origin of the product can be, Chinese history and civilization, international-grade fashion, successfully establish in the minds of consumers mysterious and distinguished brand image combining Chinese and Western, to create high-end image will no longer be difficult.
Cultural ideas to the consumer as the core. Establish the correct cultural ideas for businesses is very important. Cultural ideas to the consumer as the core concept, which aims to give consumers access to high quality of life experience. Enterprises to create a luxury brand should not just some social groups show off their wealth of tools, but should the majority of consumers to highlight the high quality of life, the pursuit of the means of high-quality experience. Chinese enterprises in the new situation should take the initiative to seize the opportunity to abandon the old concept of culture, consumer culture as the core concept throughout the whole brand operation, so that consumers from the consumption of luxury brands of the process of harvesting high-grade shopping fun and enjoyment of life.
Conclusion
The development of global market integration, making a strong game designer showdown in the market competition is more prominent. Increasing competition in the future upgrade from product competition to brand competition, brand management is one important strategy for today's businesses. China's luxury market is growing rapidly, resulting in more intense competition between louis vuitton handbags luxury brands and brand communication is an important means of product victory. Therefore, the luxury brand communication strategy will also increasingly become an academic, industry issues of common concern.
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