Look at first sight, luxury brands, always give people a feeling of elegance. Of course they should because not everyone can buy it. Actually most of the luxury brands have their own spirit- the brand culture which is gradually developed over time. Louis Vuitton, for instance, delivers the philosophy of travel: simple, delicate and high quality.
Here is the TV commercial of Louis Vuitton that illustrates its philosophy:
The commercial is so fascinating to many people, at least for me, it works. The advertisement gives me an impression that Louis Vuitton is not only a handbag or a trunk; it is a representative of a simple and graceful lifestyle. Through this TV commercial, the company delivers its core value to the customers and match it to customers’ needs.
It is quite often that if you walk into Louis Vuitton’s boutique, the sales clerk will recommend you their product like “this is made from finest leather, plus the most fashionable design. It will let you stand out in any occasion. ” For some people, they would have already imagined the scene. Scene marketing, as its name means, is a strategy that attracting people to purchase through creating a vivid scene for your customers. Though there is no data illustrating this kind of scene marketing helped increase sales by how many per cent, customers are actually more willing to buy.
Scene marketing is successful because it creates experience for customers as it inspires customers’ imagination in the way marketers want. It is obvious that for companies like Louis Vuitton, the more customers they inspired, the more money they make.
Awesome discussion of the positioning of a luxury brand! Maybe next time try to incorporate some visuals into your post?
Yes, I noticed that problem, this is my first using UBC Blog so I still don’t know how add a picture, but I will figure it out! Thanks for your advice!!!
This is a very interesting scope of view, by examining the effect of TV commercials has on customers is a key component in building a relationship with customers. Now you remind me that LV has their own commercials; I used to walk by their store and window shop but now I can be emotionally engaged with the brand. Thank you.