LV, Aesthetics or not? But consumptions a lot…
For LV, there are a lot controversy on its Aesthetics. However, it sells so good! It’s the biggest cash cow in LVMH group globally, especially in Japan and China.
Aesthetics? On my personal view, LV has Aesthetics：their classical diagram and their texture are really beautiful. The more you use it, the more attractiveh. Because with time passing by, their bags will appear an classic texture like antique funitures. It’s kind of low tone actually, compared to the shining texture of Versace and Prada, the coquettishness of loewe and Givenchy, the top-fashionable desigh of D&G… of course, different people has different view on Aesthetics, always.
Worth Buying? Based on my experience, LV also has practicability and worth buying: Because it’s more easier to match all kinds of dresses, either formal or casual, even just T-shirt and jeans. On this point, Hermes can only be worshipped for most of us. I have an BV(bottega veneta) evening frame bag, which costs 900euro and I only used that for once…comparing with that, I used my neverfull for everything, even carrying foods and tissues from Auchan. So, it’s a good consumption for me.
Brand spirit? It’s good that LV’s marketing successfully endowed their bags with the spirit of independency, self-confidence, and power in side, by linking their bags images with environment of travelling. If we review their Ads from last century, this strategy never stopped. I love this concept.
On the contrary, many friends of mine dislike LV strongly, as other brands, people have personal taste always. But, especially for LV, I guess one of the main reasons is because many people in my country(China) buy LV not for Aesthetics but to show sth only. It’s LV’s big financial success but at the same time, it may be one kind of humiliation to those who love this brand because of its Aesthetics and brand spirit.
In The Future? Actully, I’m not sure I will buy LV bags again. Because everytime in LV store, I never experienced the LV-class service (‘cos too many customers crowed inside). Also, too many people buy LV just to show. And I don’t want to be mixed with them.
So, the factors of driving Consumptions are much more than Aesthetics in my case. There are also: style, price, practicability, brand spirit perception, friends’ view, other people’s behaviour…
What’s your opinions?
Somehow I don’t like this brand so much… I have never tested these products so I can say nothing about it’s quality. But I don’t like that LV logo is exposed so much on these products. It’s like announcing to everyone around “hey, I have a LV bag!!!” So I’m sure that some people buy these product just to manifest that they are able to buy expensive gadgets. Luxury products should be distinguished by perfect quality and unique design, not by the size of the logo.
| Posted 3 years, 1 month agoMaybe it depends of the culture – in my country (Poland) showing off with such luxury products could be recognized as a sign of a bad taste.
葛一旻(忙碌)发表:
| Posted 3 years, 1 month agothat is why chanel has become the most popular luxury brand here.
陈洁(联机)发表:
| Posted 3 years, 1 month agoCustomer experience is overwhelmingly important for luxury goods in this century. LV needs to clearly position itself (not just targeting at show-off customers!) and attract its customers with truly irresistible brand charism. I do prefer Dior much more to LV, personally speaking
马晓牧(忙碌)发表:
| Posted 3 years, 1 month agocustomer experience also influences consumptions, good point!
Linda Lou(脱机)发表:
| Posted 3 years, 1 month agoShall you also include some other luxury brands from a comparing point of view? I saw Hermes, but….
About your article, if it is only an issue writing about LV. or it is also about the fashion and Luxury industry?
I guess if you extend some cultural aspects, such as people’s desire of having a famous brand in developing countries, the artical may have more deeper expositions
Basically, the aesthetic impact on luxury goods consumption is likely to be limited. Consumer groups, positioning and marketing strategy for the sales impact could be greater, especially to capture the potential consumer groups. In fact, the majority of luxury goods are positioned in the relatively mature groups, because they have more spending power, at least over the age of 30. It may seems that those products are less ashionable and not to easy to match other suits, but the rich people will buy it . Of course, such as glasses, accessories may not have so high added value, their targets are relatively more massive.
LV’s success is a matter of fact that, they seizes the features of consumer culture in Asia-Pacific region , at the same time, reduce the threshold. that’s probably why ‘neverfull’ sell so good. To tell the truth, I have also checked the quality of ‘neverfull’, the quality actually is a little bit worse than other products of LV. In fact, how many people really think that lv patterns is so good-looking? even in Europe and America.
Coach is also a good example, on one hand, its image and position seems to be a luxury brand, while the price is not too exaggerated, the result simply, also sold well. Its logo, I can honestly say it’s just so so.
In fact, the real consumption of luxury goods, to a large extent, depend on the positioning. The price of luxury is never really able to reflect its use of materials, design, workmanship, and 80% of the impact is from the brand itself.
So, the impact of aesthetics to LV for example, is probably very limited. On the contrary, in a relatively cheaper market, the style and color preferences, may better reflect the impact of aesthetics to consumption behaviour, at least for most rational consumers.
| Posted 3 years, 1 month agoFrom an artistic point of view, for example, big brands are well learned how to promote brands in 360 degree, and good at Event Marketing too. There is one case impressed me, which is about Japan’s well-known designer Takashi Murakami cherry design for LV. Although personally I don’t feel it looks so Aesthetics in general, but it added new and fresh elements on LV, which refreshed our eyes and of course attrached people’s attention. ha ha, It is like this. No matter how you see that, it stimulated the public’s eyes strongly.
Last year, I saw an exhibition of Hermes, super good. As well, earlier, a LV show… It seems that the latest fashion trend are about, following GUCCI dog vest and Hermes cat hat, even pigs can finally wear LV. Belgian avant-garde artists Wim Delvoye, at the Shanghai exhibition “Art Farm” works, used 8 tattoo live pigs at the scene, among which, two of them is barbed with LV logo.
| Posted 3 years, 1 month ago