Louis Vuitton successfully re-creates a luxury shopping experience via Facebook

Louis Vuitton successfully re-creates a luxury shopping experience via Facebook

Louis Vuitton's use of personalised e-commerce shows marketers how luxury brands can preserve their exclusive shopping experience and aspirational brand image online. Louis Vuitton is able to offer its traditional personalised service to its community of Facebook users via its Mon Monogram app. Users discuss purchase to a much greater extent than for other post topics, suggesting the app can act as a call to action whilst maintaining Louis Vuitton’s luxurious brand image.

Alongside its posts about culture and travel, Louis Vuitton’s Facebook page features the Mon Monogram app which allows members to fully customise their bag with hand-painted personal initials and stripes on the colour and direction of their choice. They are then prompted to visit the Louis Vuitton store to purchase their customised bag. Users of the app can also send “virtual” gifts to each other, adding a social dimension to the experience.
 
WaveMetrix analysis shows that consumer response to the Mon Monogram app contributes to Louis Vuitton’s aspirational image in a positive manner and to a greater extent than lifestyle-related posts do. Mon Monogram also generates a much higher proportion of purchase discussion than other post topics, suggesting Louis Vuitton is able to encourage online purchase desire through a personalised service.
 
Louis Vuitton’s Mon Monogram app has a positive impact on the brand’s aspirational image:

  • Mon Monogram contributes to Louis Vuitton’s aspirational brand image: 35% of users commenting on the Mon Monogram perceive Louis Vuitton as a brand they aspire to, saying they “really want” to own a personalised piece. Users say they would feel “lucky” to get one and that it would make “the perfect gift” for their birthday. This proportion is 70% higher than that contained in the response to lifestyle-related posts, showing that combining e-commerce with a luxurious, personalised touch has a positive impact on brand image
  • Brand love is as strongly reflected in the response to the Mon Monogram as it is for lifestyle discussion: Around 30% of users commenting on the Mon Monogram app say Louis Vuitton is a brand they “love”. They share details of their own personalised bags which they have purchased via the online store and mention that Louis Vuitton is their “favourite” brand. This shows that Louis Vuitton’s online shopping functionality not only maintains consumer love for the brand, but also encourages users to share their purchase experience with others

 

Louis Vuitton’s Mon Monogram app encourages discussion around purchasing:
 
 
  • Mon Monogram drives higher purchase discussion than lifestyle-related posts: 65% of discussion from those commenting on the Mon Monogram contains references to purchasing with users saying they either “want” a personalised bag or “already own” one. This proportion is three times higher as that of users commenting on posts about art or travel, suggesting Mon Monogram helps re-creates online the luxury experience and purchase desire which might otherwise come from visiting a physical store
  • Less than a quarter of responses to lifestyle posts are related to purchasing:  Although lifestyle-related posts help associate Louis Vuitton with elite culture, they are not as successful as the Monogram personalised shopping app in driving purchase discussion. This suggests that reconstructing elements of a luxury shopping experience is essential for premium brands to succeed with e-commerce
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