Louis Vuitton has recently collaborated with Japanese artist Yayoi Kusama on a handbag collection and is raising awareness with a mobile application that uses augmented reality and photo sharing.
The Louis Vuitton Kusama Studio iPhone app allows users take photos of images around them and apply an effect called visions to transform them into Ms. Kusama’s artwork. Users can share them on a public gallery as well as social media platforms.
Yayoi Kusama began as an avant-garde painter in Tokyo in the 1950s. She became a figure in New York’s contemporary art scene in the 1960s. Her style is a cross between pop art, surrealism and minimalism.
This strategy is a combination of simplicity meets innovation, which augments and transform photos into Kusama’s lens.
The app lets users imagine a person or object covered with dots or reinterpreted as abstract waves, as inspired through Ms. Kasama’s artwork. It is available for free in Apple’s App Store.
Luxury Brand Christian Dior has created a two-part video marketing strategy for its new jewelry collection on mydior.com. In doing so, they have humanized the jewelry collection by featuring model Raquel Zimmermann in a candid conversation truly opening up across the gamut from fashion, beauty, emotions and dating. She concludes both videos with “My Dior is My Dior. Imagine talking to your jewelry.”
There’s truly an emphasis on the product because she speaks about various experiences, and in in a sense, it’s like her Dior jewelry has become her security blanket. No matter what, she can count on that to be beautiful and consistent part of her life while Zimmerman proclaims her feelings and flaws.
In this micro-video, she is continuously re-styled with red lipstick and black eyeliner, to nude lip gloss and messy hair, truly exemplifying that Dior Jewelry can be universal in the various occasions or even everyday wear-age.
This is not only a much more engaging opportunity for Dior to get their brand messaging across, it’s an interesting opportunity in regards to their brand positioning and how deep their future approaches will be in terms of brand messaging.
Louis Vuitton is going back to its roots and what they’re originally known for; their luggage and trunks by creating an iPad application. The 100 Legendary Trunks iPad application provides exclusive brand information through unpublished texts and documents, videos, sound clips and images. The Louis Vuitton app price seems to be a luxury item in and of itself, with a price point of $18.99 in Apple’s App Store.
The application’s vivid representation of the history of Louis Vuitton’s design’s and usage is truly representative of the company’s evolution throughout the years.
The history of the Trunks, also include the globe-trotters (celebrities) whom have owned them and have been carrying their possessions for some time. While they’re more nostalgia pieces nowadays, they still draw attention for their classic lines and sticker friendly surfaces.
Louis Vuitton’s luxury experience backstory was translated into an application, similarly like the details and quality of their products. Their clientele understands the value behind the brand, and LV has established a sense of trust with their customer base, so they shouldn’t have an issue with the price point of the app.