The Louis Vuitton 'New, Now' website is an example of one of the many new ways traditional fashion houses are trying to engage their customers. Today's luxury designers must focus on more than just great couture; more and more labels are catering to the consumer desire for content as well as great fashion by creating content-based digital platforms and microsites.
The Louis Vuitton 'New, Now' site is an online magazine that provides users with interesting content, including designer-themed videos, the first of which is called 'Walking in Fabrizio Viti's Shoes.' The whimsical video centers around style director Fabrizio Viti's shoe collection, says Popsop, and features animated Barbie dolls in addition to pairs of Louis Vuitton's shoes -- both doll-sized and life-sized -- dancing around.
Make sure you visit the Louis Vuitton 'New, Now' for more videos and unique fashion content.
Key Themes Behind This Trend
- Content-based Fashion Platforms
- Traditional fashion houses are creating content-based digital platforms and microsites to engage customers.
- Fashionable Video Content
- Fashion brands are using videos, like the animated Barbie dolls in Louis Vuitton's 'New, Now' site, to provide unique and interesting content.
- Consumer Desire for Fashion Content
- Luxury designers must cater to the consumer desire for fashion content in addition to great couture.
Where This Applies
- Fashion
- The fashion industry can take advantage of content-based digital platforms, such as the Louis Vuitton 'New, Now' site, to engage customers and provide unique experiences.
- Digital Media
- The digital media industry can benefit from the demand for content-based fashion platforms by creating innovative multimedia experiences and partnering with fashion brands.
- Luxury Goods
- The luxury goods industry can embrace the trend of creating content-based digital platforms to enhance brand storytelling and provide a more immersive customer experience.
