While I was sitting in the lecture theatre at Building B,
Monash University Caufield campus, listening to Wagstaff’s amusement at Coca
Cola’s recent “Share a Coke” campaign (total marketing gimmick!); it got me
thinking that there’s plenty other brands that does this sort of
personalization gimmick too! Not to mention Heinz canned soup, Build-A-Bear,
Personalized storybook, and the list goes on. These campaigns are turned out to
be gimmicky genius! But will it work to a more high-end brand like Louis Vuitton?
I recently dropped by Louis Vuitton’s facebook page, and
surprisingly, it is well managed and well thought, unlike any other high-end
fashion brands facebook page. And to be honest, I was amazed by how Louis
Vuitton designs their facebook page. It may be still in the standard facebook
layout, but the features included were beyond my expectation. There are two
features that stand out the most, which are their ‘Fashion Show’ and ‘MonMonogram app’.
The ‘Fashion Show’ feature showcase the Louis Vuitton Spring/Summer
2012 Collection fashion show, allowing all Louis Vuitton fans or fashionista
around the world to have the chance to experience the full show.
And the most interesting on the LV’s facebook fan page was
the ‘Mon Monogram app’ where it allows the users to personalize Louis Vuitton
bags with stripes, colors and initials through facebook application. After the
bag has been personalized, then the users are able to send it to their friends
on Facebook, or inviting them to join the application. The payment method could
also be done through the application or simply go to the Louis Vuitton website.
I personally don’t think that it is such a great idea to
have the ‘Mon Monogram’ facebook application for a high-end brand such Louis
Vuitton. I have to say that their online presence was great, the whole personalized bag was brilliant and the personalization done
through their website are fantastic; but through facebook application? Well, I guess it is just me,
but I do think it is kind of risky step to be taken by an established high-end
brand such Louis Vuitton which this initiative have the potential of tarnishing
the brand image; I guess facebook should really develop facebook business (a
world of online store) afterall...
What I admire the most from Louis Vuitton are their effort
to engage and establish relationship with their customers, through their
initiative of ‘Fashion Show’ feature on their facebook page, as well as their
twitter account (@LouisVuitton_HQ).
But I somehow still feel doesn’t quite right, maybe i'm being pessimistic of this idea... Should
luxury brand go social media without risking their brand image?
Leave your comments below, and tell me what you think! :)
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