Louis Vuitton combines exclusivity with social media mass appeal

Analysis of the Louis Vuitton Facebook strategy shows how a luxury brand can attract a mass social media fan base without compromising its exclusive image. The brand manages to attract consumers who aspire to a premium lifestyle by associating itself with elite culture and exclusive travel destinations.

• Louis Vuitton is an exclusive brand with a mass social media following: The brand has managed to combine an exclusive label with mass social media appeal. Louis Vuitton has over 1.2 million Facebook fans, nearly 20,000 Twitter followers and is one of the top ten brands on Foursquare

• Less than half of the brand’s posts are fashion related: Louis Vuitton uses Facebook to provide its fans with exclusive video feeds from fashion shows, photographs of its latest product ranges and information about new store openings. For example, one post informs fans that “there is only a few hours to go until the Louis Vuitton Fall/Winter 2010-11 show”. Another post reveals behind the scenes photos of a Louis Vuitton shoot

• The brand uses social media to associate itself with exotic destinations: Posts by Louis Vuitton relate to exclusive destinations such as Paris, Saint Tropez and Cannes. The brand posts photos from its stores in these locations and comments about parties attended in these premium destinations. For example, one post gives fans “exclusive pictures from the party in Beirut” while another posts an interview of a location shoot in New York

• Louis Vuitton promotes itself with exclusive art: The brand associates itself with art exhibitions such as the “Espace Cultural Louis Vuitton exhibition”. It also uses artists to promote its store openings. It posts drawings by street artist Andre to promote its Saint Tropez store opening. This association with art is highly promoted on Facebook, with the brand posting pictures of all of its collaborations

• The brand uses Facebook to promote its premium positioning in sport: Louis Vuitton heavily promoted its deal to manufacture the case that the World Cup would be transported in

• Classical music is used to strengthen the Louis Vuitton brand: The brand posts exclusive orchestral soundtracks to films that it produces in an effort to be associated to premium culture. One post states “Gustovo Santaolalla composed the soundtrack to the Louis Vuitton film 'Where will life take you?' - enjoy a symphonic orchestra version of it by the Philharmonic orchestra”

• The brand generates discussion around the cultural activities that it promotes: Many fans on the Facebook site discuss the brand in relation to classical music, art, travel and sport. Fans say that they “love” the Espace Culturels exhibition and discuss their favourite artists. One comments that “Odile Decq is an amazing artist, I really advise you to see his exhibition”. Others say that the interview with Andre the street artist is “spectacular”

• The posts by the brand lead consumers to say that the brand is “special”: Consumers associate the brand with being “classy” and “precious”. One fan comments “Gorgeous branding - well done team Louis Vuitton”

• The brand generates a high volume of aspirational discussion in line with its premium positioning: Many consumers express a desire to have the products but mention price as a key barrier. They say “I wish I could have one of their bags” and “If I could buy every style I would do so in a heartbeat”