Louis Vuitton Series 3 Exhibition

1 Oct 2015

Whilst I was interning at London Fashion Week, I managed to squeeze in a visit to the Louis Vuitton Series 3 exhibition on the first day that it was open to the public. Though I hadn't heard about the previous two exhibitions (Series 1 and 2) as they were located in different countries, I was interested in attending this one as I'd read about it and thought the concept was interesting, especially from a marketing perspective. Plus, who can decline free admission and Louis Vuitton?

The exhibition, located near Somerset House in London, is made up of 13 rooms and designed to involve visitors in the various creative stages leading up to the Louis Vuitton Autumn/Winter 15 catwalk show and allow them to discover Nicolas Ghesquière's inspiration for the collection. Each room was different but equally as captivating as one another. My favourites included the room where there were a number screens showing all of the looks from the catwalk show, the bright all-white room with mannequins displaying accessories from the collection, the walk-in wardrobe, and the atelier room where there was a lady actually sat constructing leather goods which was fascinating.

The entire atmosphere of the exhibition and the way in which it was designed makes you feel very involved with the brand and the collection. As well as indicating how it must've felt to watch the A/W 15 show live from the front row, potential consumers were exposed to Louis Vuitton products throughout.  This is one of the many reasons why I think that it's an excellent, innovative marketing technique employed by the brand. Today, fashion shows are easily accessible to everybody thanks to social media and online live streaming but seeing something on a screen doesn't really allow you to truly capture the essence of it. Instead, creating an exhibition like this takes it a step up and fully immerses visitors in the brand, allowing them to feel the ambience of the show/collection, which is likely to boost brand equity due to increased levels of involvement with the brand. Additionally, not only is it educational, but highly 'instagrammable' and built for the digital era that we are living in. As the exhibition is so aesthetically pleasing and social media friendly, visitors were constantly snapping away on their smartphones and sharing images online with the hashtag #LVSERIES3 which in turn helps to encourage even more people to visit. The timing of the exhibition was perfect too, starting in the middle of fashion week when many fashion-conscious individuals are around the area and keen to do absolutely anything fashion-related.

Do I think it would help boost sales though? Yes. I learnt more about the brand, the way it's products are crafted, and what it offers to it's consumers. I saw products from the new collection that I may not have otherwise seen and although the brand is not currently within my price range I think that attending has given me positive associations towards the brand which I won't forget in the future. The free stickers and posters handed out at the end also mean that you're left with a constant reminder that you visited so the brand essentially stays with you afterwards. All of this, I believe, would contribute to increasing the chances of myself and others making a purchase with Louis Vuitton.

If you're in London, I would definitely recommend visiting the exhibition (it is on until the 18th October) because it is a really unique experience if you're interested in fashion design/marketing or just want to learn more about the brand. If that doesn't sell it to you then maybe the fact that there is plenty of selfie opportunities and an area where you can get food and drink at the end will. Here's hoping that other brands will follow LV's lead and we'll be seeing more ways that brands are offering consumers to get involved with their latest collections and catwalk shows... 

Post a Comment

© Freya Ella. Design by FCD.