The Louis Vuitton 'Voyages' show has the iconic brand going to a land where it has ventured before: The National Museum of China. The French fashion behemoth, known for its luxury, is moving to the east with a 20th anniversary celebration of its presence in China with an extraordinary summer show called 'Voyages.'
The luxury brand is famous for its historically relevant baggage and handbags -- the staple of many voyages across the globe by the world's rich and famous.
The National Museum of China just finished a three-year renovation and is a highly popular tourist hotspot. The timing of the Louis Vuitton Voyages exhibit is a stroke of marketing genius. China's tourism will soar by 2020 and Louis Vuitton wants to make sure the Chinese are toting their luggage when they begin their voyages.
Key Themes Behind This Trend
- Luxury Brand Expansion
- The Louis Vuitton Voyages show in China demonstrates the trend of luxury brands expanding into new markets, such as the lucrative Chinese market.
- Historically Relevant Fashion
- The focus on Louis Vuitton's historically relevant baggage and handbags in the 'Voyages' show showcases the trend of fashion brands leveraging their heritage to create unique experiences.
- Tourism Marketing Partnerships
- The collaboration between Louis Vuitton and the National Museum of China highlights the trend of tourism marketing partnerships between luxury brands and cultural institutions.
Where This Applies
- Fashion Retail
- Fashion retailers can explore opportunities to expand into new markets by creating immersive experiences that showcase their brand heritage, as demonstrated by Louis Vuitton's 'Voyages' show.
- Luxury Travel
- Luxury travel companies can take advantage of the growing tourism market in China by partnering with cultural institutions to create unique experiences for affluent Chinese travelers.
- Cultural Institutions
- Cultural institutions can forge partnerships with luxury brands to attract more visitors and enhance their offerings, as seen in the collaboration between Louis Vuitton and the National Museum of China.
