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Project “ Creating Communication” – S. Buffo

Selected Brand Louis Vuitton

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1. Analysis A.

Communication Analysis

Visual Identities of Louis Vuitton and Ten Selected

Competitors

Ad campaigns: S/S 13 & A/W 13-14

+Louis Vuitton S/ S 13

+ Photographer of both seasonal Campaigns: Steven Meisel

A/W 2013-2014

Venice from Louis Vuitton with David Bowie and Arizona Muse

+Older campaigns

+Louis Vuitton

n  Key concept: Louis Vuitton gives space

to all different sides of a woman’s

personality; “accept and valorize your

multi-dimensionality”.

n  Mood: retro (vintage)

n  Consumer insight: A self-assured, bold

and unique woman with a rich

personality, unpredictable, who is not

afraid to show and will never hide a

part of her inner self.

+Main competitors

n Balenciaga

n Bottega Veneta

n Burberry

n Givenchy

n Hermès

n Prada

n Chanel

n Dior

n Gucci

n Salvatore Ferragamo

+Balenciaga

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n  Key concept: Feel at easy in your skin, create and follow your own path.

n  Mood: dark, ambiguous even grotesque

n  Customer Insight: A protagonist; a confident and self aware woman that wants to attract the attention

Balenciaga Visual Strategy

+Bottega Veneta

+Bottega Veneta Visual Strategy

n  Key concept: Go through life’s tranquil or unexpected moments empowered with elegance and sophistication.

n  Mood: urban but a bit mysterious – discrete

n  Customer Insight: A woman leaving in a big city, refined, feminine and sophisticated.

+Burberry

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n  Key Concept: Experience all life passages and moments in a subtle but stylish way with a touch of phlegmatic humour.

n  Mood: casual, unconcerned, Britishness

n  Consumer Insight: The woman is stylish, modern, with a bit snobbish attitude.

Burberry Visual Strategy

+Givenchy

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n  Key concept: Givenchy reminds you that progression is the key; not to be afraid to move or change.

n  Mood: dark but really intimate

n  Consumer insight: Real, powerful, decisive, bold but affectional woman.

Givenchy Visual Strategy:

+Chanel

+Chanel

n  Key concept: Create your own unconventional life - out of the typical norms.

n  Mood: chic, avant-garde, artistic.

n  Customer Insight: Original Modern woman, with a high appreciation for elegance and prestige.

+Christian Dior

+Dior Visual Strategy

n  Key Concept: Let yourself into an imaginative realm and experience a dreamlike everyday life.

n  Mood: theatrical, romantic and luxurious

n  Consumer Insight: An elegant, demure while charming woman with a sense of nobility

+Prada

+Prada Visual Strategy

n  Key Concept: Be at easy and valorize all the different facets of your femininity.

n  Mood: seductive, sensual and retro

n  Consumer Insight: A strong, self-assured, distinctive, savvy woman.

+Gucci

+Gucci

n  Key concept: Do not live an ordinary boring life,

bring the glamour into it.

n  Mood: mysterious, distant

and monochromatic

n  Consumer insight: An independent, sensual, a bit

vain woman.

+Hermès

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n  Key concept: Being in harmony with your surroundings effortlessly.

n  Mood: adventurous while tranquil and relaxed

n  Consumer insight: A chic, elegant and beautiful, vigorous woman that does not need to attract anyone’s attention.

Hermès Visual Strategy:

+Salvatore Ferragamo

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n  Key concept: Go through life moments with glamour and sophistication.

n  Mood: composed and stochastic

n  Consumer insight: A sophisticated discreet woman, glamorous and beautiful.

Ferragamo Visual Strategy

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1.Analysis B.

Communication Map: Cash

Cow -Sunglasses

+Lou

is Vu

itton

+Main competitors (Selected Ads S/ S 13 & A/W 13-14)

•  Gucci

•  Chanel

•  Balenciaga

•  Burberry

•  Prada

•  Bottega Veneta

•  Givenchy

•  Salvatore Ferrragamo

•  Dior

•  Fendi

+Prada

+Gucci

+Dior

+Balenciaga

+Chanel

+Givenchy

+Savlatore Ferragamo

+Bottega Veneta

+Burberry

+Fendi

Seductive

Romantic

To make a statement

to disappear

Communication Map

+ Consumer Clusters .

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Elements: •  Black and white shots,

grey scale •  Indifferent or contempt

looks •  Rock aesthetics

Walk on the Wild Side

“Young and sexy women, leaving an

unconventional free of restrains lifestyle, like a

rolling stone”

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Elements: •  Cold shades of grey and white •  Distant attitude •  Artificial, man made elements

In the Year 2525 “ Women that are progressive and innovative, looking forward to the

prospects of the future”

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Elements: •  Wealthy backgrounds •  Jewellery •  Delicate postures

The Dynasty Revamped “ Wealthy women, of high social

status, elegant and sophisticated”

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Elements: •  Red colour •  Mediterranean natural elements •  Lace

Mediterranean Beauty (Mediterraneo)

“ Mediterranean classical beauties full of passion and lust for life”

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Elements: •  Baby pink rose •  Floral patterns •  Gentle facial expressions •  Retro aesthetics

Candy Girls

“ Beautiful Sweet Women, reminiscent of the preppyness and

innocence of past decades”

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Elements: •  Flowers •  Women alone •  Sunlight

As Spring Blossoms “ Tranquil Women witnessing and appreciating the rebirth of nature, women that cherish nature and pause to admire it”

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Elements: •  Geometrical shapes of

nature •  Blue colour of the

background – Blue scale •  Open air

Living in the blue grid

“Independent Women who perceive their life

as a joyful trip”

+ 2. Strategy for the New Brand

v  New Positioning v  Visual Strategy for our

New Brand

Seductive

Romantic

To make a statement

to disappear

+New visual strategy

n  Key Concept: being real and fearless to dive into your own romantic fairytale

n Mood: adventurous, oriental, enigmatic, romantic

n Consumer Insight: a cosmopolitan woman with a rich background. She has no prejudices and strides into the unknown with natural grace and self-confidence.

Concept

Consumer Mood

New brand

+3. Creativity: One fashion film

v  Moodboard Ideal Consumer

v  A narrative Plot v  Frames with Images and

Actions

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Narrative Plot

Our protagonist, a strong and independent woman, strides into an unknown country to explore it. Her courage and boldness reward her with unforgettable adventures and open the doors to something even more exciting her own personal treasure.

u  Our protagonist is taking the plane alone and flying to the beautiful Arabic city. She is checking-in in 5-star hotel. She hides her eyes behind our new LV shades, her aim – to have a nice time and to enjoy new country be herself.

u  She decides to take the walk to the city market where she is enjoying this experience. She is relaxed and inspired.

u  Suddenly, the owner of the small jewelry shop gives her strange object. She opens it and realizes that it’s a treasure map.

u Without a doubt, she decides to take the trip to find the destination point and the scenery changes to the desert. A Caravan is bringing her into the wild, she is fearless and beautiful. She is wearing sunglasses to protect her eyes from bright desert sun, but still she is glamorous even during the trip.

u After a while, members of the expedition are seeing something far. They claim it is a mirage. Our protagonist decides to reach it.

u Our protagonist appears in oasis where paradise birds are flying around and exotic flowers growing. She is at the destination point. Alone, she is walking around and she is amazed.

u Finally she founds what she was looking for – an old Louis Vuitton trunk. She opens it… And our story finishes on the most intriguing moment. So the viewer will be engaged keep on reflecting on the story.