One
of the famous fashion brands in the world, LOUIS VUITTON is now using a unique
model to advertise its new products for spring and summer 2016. Can you guess
who is it? I will give you a hint. Actually, She is not a human who is living
in the three dimensional world although she is surely exist. Her name is
“Lightning”, who is the main character of the Japanese video game. It is “Final
Fantasy”, one of the best-selling role-playing video games not only in Japan
but also all over the world. By the way, I have never played it but heard the
name before.
In this collaboration of LOUIS VUITTON and
Final Fantasy, they embodied something in common which is to pursue an
innovation while maintain a tradition and be materialized the world highest
class of quality. They also want to disseminate a brand new value and an experience
to the world via the collaboration.
Now let’s
take a look how Lightning promote the products of LOUIS VUITTON.
As
you can see, Lightning has been appeared in promotion videos and advertisement
of magazines which is sold all around the world as a model of “SERIES 4” of the
brand from January, 2016. Indeed, I bought the February number of the VOGUE and
found her in a fold out and two spread of it in a big way. Actually I did not know that so I was surprised when I open the first page because there she is...
“Lightning
is the perfect avatar for a global, heroic woman and for a world where social
networks and communications are now seamlessly woven into our life. Also she is
a symbol of new pictorial processes. How can you create an image that goes the
classic principals of photography and design? Lightning heralds a new era of
expression.” said
Nicolas Ghesquière who is the ladies
collection artistic director of Vuitton.
In regard to this, also Lightning commented like
this. “I have never thought about dressing up because my clothing are armaments
to stay alive. Nothing more, nothing less. Perhaps that makes me unnecessary
choice as an ambassador. But this experience has opened my eyes. Fashion is not
something you are taught or given, it comes from your own choices. It displays
the essence of who you are to the people around you. It makes me feel excited,
a feeling similar to when I venture to unknown lands. It is a thrill that I,
who has faced my share of danger, have never experienced before. LV is a new
adventure-a new fantasy-that I will enjoy from the bottom of my heart.”
I think this novel collaboration is very successful and there are mainly two reason about this. For the first, of course, this advertisement is very interesting because Lightning is not a real human and “unusual” in compare to the normal models such as famous celebrities, artists, or athletes and so on. Probably, a lot of people do not know about her, and they might be surprised if they see such a big advertise pillar in a town. It will draw their attention, and connect to increase their eagerness to buy.
As for
second, it has a big sales potential that develop new customers who have been
not interested in fashion. Who are they? Of course, it is a fans of Final Fantasy
and video games especially in Japan. As stated above, Final Fantasy is one of
the most popular and famous video games in Japan. In general, it is said that
many of them are male and female is the minority who really like to play video
games. However, a customer layer of Final Fantasy is very range regardless of
age and sex and it means that many of them, especially women will also pay
attention to the products of LOUIS VUITTON because Lightning wear it. I saw a picture on Twitter,
there is a woman who takes selfie in a subway with an advertise poster and
there is Lightning. Of course men can be the new customers of LOUIS VUITTON.
From now,
I want to keep my eyes on how they improve their sales by using Lightning as a
model of their promotion.
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