International

Luxury Marketing
WELCOME TO MY

Journal
Made By : Shashwat Shukla

Submitted to : Prof. ATWAL Glyn

DATE: 3rd October 2023

Assess Louis Vuitton’s decision to launch its

own discord server
Summary:

Louis Vuitton, the iconic luxury fashion brand, has entered the Web3 space by
launching its own Discord server, aiming to strengthen its connection with online
communities and non-fungible token (NFT) holders. The move is part of Louis
Vuitton's strategy to tap into the evolving landscape of digital luxury, particularly in
the realm of NFTs and blockchain technology.

The Discord channel serves as a platform for showcasing the brand's expertise,
educating the community on innovations, providing exclusive access to unseen
content, and fostering a space for members to share their perspectives. The server
also facilitates token-gated conversations, requiring ownership of an NFT from
Louis Vuitton's Via NFT project for access. This exclusive thread allows participants
to contribute to the development of new ideas for the overall experience.

Louis Vuitton's entry into Discord marks a notable step in the brand's digital
strategy, although it acknowledges that it lags behind other luxury counterparts like
Gucci, Prada, Adidas, and Diesel, which embraced Discord over a year ago. The
move is seen as an opportunity to establish exclusivity, crucial when targeting ultra-
high-net-worth individuals on social media platforms.

The Discord server creates a dedicated space to promote Louis Vuitton's NFT Via
project, connecting with the thriving esports and gaming market, and ensuring its
relevance among next-gen luxury consumers. The server is designed with two
distinct chat channels, with one exclusively for Louis Vuitton's NFT holders known
as Voyagers, and the other for non-NFT holders, referred to as Explorers. Each
group has access to different content and conversations, reinforcing the exclusive
nature of the brand's engagement with its community.
In conclusion, Louis Vuitton's venture into Discord reflects a strategic move to
adapt to the changing dynamics of luxury in the digital age. By leveraging NFTs,
Web3 technologies, and the gaming community, the brand aims to stay at the
forefront of the evolving luxury landscape and maintain its appeal to a new
generation of high-net-worth consumers.
DATE: 9th October 2023

Assess the decision for Prada to design

NASA’s new moon suit
Summary:
In a surprising twist, Prada, the fancy fashion brand, is teaming up with NASA to
design spacesuits for the 2025 Moon mission. A company called Axiom Space is
also part of this plan.
Axiom says Prada's good at working with materials and making things, which is
why they want their help. An astronaut, Professor Jeffrey Hoffman, who knows a
lot about space, thinks Prada can bring something useful to the table.
However, he warns that we shouldn't expect to see astronauts in stylish suits
with patterns like we see on fashion runways. He says the most important thing
is to make sure the suits keep the astronauts at the right temperature, just like a
tiny spaceship.

Axiom had already revealed its own spacesuit earlier this year for the Artemis 3
mission. This suit is supposed to be a better fit for female travelers and weighs
55 kilograms.

Artemis, the project Prada is now part of, says they want to use "innovative
technologies and design" to explore the Moon better than ever before.
This Moon mission will happen after Artemis 2, which plans to send a capsule
around the Moon in late 2024 or early 2025. Artemis 2 is special because it will
include the first woman and the first black astronaut ever chosen for a lunar
mission - Christina Kock and Victor Glover.
In simple terms, Prada, the famous fashion brand, is helping NASA design
spacesuits that astronauts will wear for their Moon mission. This collaboration
aims to make functional and effective suits while also having a touch of Prada's
style. The Moon mission is part of a bigger plan called Artemis, and Prada's
involvement is a unique mix of fashion and space exploration.
Date: 17th October 2023
From March 2022 to March 2023, Supreme achieved a revenue
total of $523.1 million, according to Business of Fashion. In
contrast, the New York-based company notched $561.5
million the previous year, a loss of $38.4 million year on year.”
Has Supreme Hit a Ceiling? Can Supreme maintain its
“coolness”?
Summary:
Over the fiscal year from March 2022 to March 2023, Supreme, the iconic streetwear
brand acquired by VF Corporation in 2020, experienced a significant downturn in
revenue, falling from $561.5 million to $523.1 million. This marked a year-on-year loss
of $38.4 million, raising questions about the brand's ability to maintain its cultural
cachet.
The acquisition by VF Corporation, the parent company of Vans and Timberland,
aimed to provide operational support and data expertise while allowing Supreme to
retain its unique appeal. However, the reported decline in revenue has sparked
speculation about the impact of the partnership. Critics argue that the brand's
exclusivity, a key element of its allure, has diminished post-acquisition.

A notable concern is the perceived dilution of Supreme's exclusivity, with fans noting
an increase in product offerings, particularly hoodies, jackets, and shirts, as well as
the opening of more Supreme stores. Some collectors suggest that this expansion
has led to a decrease in the scarcity of limited-edition releases, impacting the brand's
perceived value.

The Wall Street Journal's coverage further emphasizes that the brand may have lost
its edge in the market. Critics attribute this decline to the opening of too many stores
and an increase in product availability, diluting the once-elusive nature of Supreme's
drops.

The fundamental question emerges: Can Supreme maintain its "coolness" in the wake
of these challenges? The brand's ability to balance expansion and accessibility while
preserving its exclusivity will likely define its future success. The analysis suggests
that Supreme may face the challenge of finding the right equilibrium between
commercial growth and maintaining the unique allure that has made it a cultural
phenomenon.
Date: 7th November 2023

Critically assess the recent launch of

Longchamp x Robert Indiana
Short Analysis of Longchamp x Robert Indiana Collaboration Launch

Longchamp's recent collaboration with the late American pop artist Robert
Indiana, titled "Longchamp x Robert Indiana," strategically integrates Indiana's
iconic LOVE artwork into its Le Pliage® bags. Key points include:
Artistic Revenue Boost:
Longchamp aims to boost sales by infusing cultural and emotional appeal into its
Le Pliage® line through the renowned LOVE artwork.
Cultural Connection:
The collaboration aligns with Longchamp's appreciation for the link between
fashion and art, reflecting Indiana's graphic style and optimistic tones.
Legacy Tribute:
Launched five years after Indiana's passing, the collection pays tribute to the
artist's legacy, keeping his iconic work relevant for a new generation.
Diversified Offerings:
The collection introduces varied Le Pliage® versions, catering to diverse consumer
preferences and expanding the collaboration's reach.
Multichannel Marketing:
A visually appealing campaign, featuring a diverse cast against an Indiana-inspired
backdrop, enhances consumer engagement and brand resonance.
Universal Message:
The LOVE artwork's universal symbol of optimism aligns with Longchamp's values,
with the campaign emphasizing joy and positivity.
Product Range and Brand Cohesion:
Beyond handbags, the collection includes accessories, showcasing Longchamp's
commitment to design innovation and brand cohesion.

Summary: Longchamp's collaboration strategically merges art and fashion,

leveraging the universal appeal of Indiana's LOVE artwork. The success hinges on
maintaining the integrity of Indiana's work while resonating with contemporary
consumer preferences.
Date: 14th November 2023

The Caran d'Ache Expérience. Please provide an update with example

to illustrate how Caran d'Ache is delivering a brand experience.
To illustrate how Caran d'Ache is delivering a brand experience, we can extract key
points:
Heritage and Continuous Improvement:
Caran d'Ache's commitment to evolving its products over the years showcases a respect
for heritage coupled with a dedication to continuous improvement. This narrative
contributes to the brand experience by emphasizing a journey of refinement and
innovation.
Material Expertise and Precision:
The focus on transitioning from plastic to metallic grips and the introduction of lacquer
decorations underscores Caran d'Ache's material expertise and precision in
craftsmanship. These elements contribute to the overall perceived quality of the brand.
Strategic Milestone Celebrations:
The significant redesign in 2018, commemorating 20 years of the Leman collection,
demonstrates a strategic approach to milestone celebrations. This not only keeps the
brand relevant but also introduces a refreshed identity to captivate existing and new
audiences.
Sensory Experience and Perceived Luxury:
The description of the cap closing thread feeling like the smooth sound of closing a
Bentley door emphasizes the sensory experience associated with Caran d'Ache pens. This
attention to detail enhances the perceived luxury and premium nature of the brand.
Emotional Connection Through Design:
The emphasis on intricate lacquer decorations and the mention of eliciting emotions in
everyday life suggest a focus on creating an emotional connection with users. Luxury
items, in this context, are positioned as more than functional tools, but as sources of joy
and sentiment.
Website and Brand Communication:
The mention of a new website and brand identity in 2018 indicates a holistic approach to
the brand experience. Digital presence and communication play a crucial role in shaping
how consumers perceive and interact with the brand.
In summary,
Caran d'Ache delivers a brand experience that goes beyond the functional aspects of
writing instruments. It involves a careful balance of heritage, innovation, sensory delight,
and emotional connection, creating a narrative that resonates with consumers seeking a
luxurious and refined writing experience. For the latest updates and specific examples,
exploring Caran d'Ache's official channels and customer reviews would provide real-time
insights into the brand experience.