The Connection Between Luxury Fashion and Culture in Vietnam

In Vietnam, the fashion, media and travel industries achieve a significant success in the local business market. And Louis Vuitton, which is a luxury fashion brand from France, has succeeded by using three of that factors. We can say that Louis Vuitton approached Lovemark to Vietnamese customers in order to mark unforgettable memories and experiences , and the Lovemark process divided into two steps. The first action of Louis Vuitton started with launching "The Spirit of Travel" series in September, 2019 in Vietnam with the message "Travel in Style", Louis Vuitton has chosen Ha Long Bay, which is known for UNESCO World Heritage Site in 1994 and the poetic Tam Coc – Bich Dong site in Ninh Binh Province, Sa Pa and the central Hoi An City, also the UNESCO national cultural heritage site in 1985.

In 2014, Louis Vuitton used the painting of Vietnam drawing by Italian artist- Lorenzo Morretti as a travel guide.

The developing of social media shows high potential market to the fashion industry by bringing the celebrities , influencers also know as KOL( Key Opinion Leader) closer to a broader audience. With only one video, picture or status on the biggest social media platform like Facebook, Instagram,Twitter and many others of the celebs make a great impact on the audiences, a post from them can reach up to a thousand or even more than million viewers. Take the fashionista Chau Bui as an evidence, she is a 24 years old fashion model, also a famous KOL, beauty blogger in Vietnam, her influence on luxury products and fashion love has raised much attentions of Vietnamese people and also people around the world. Chau Bui is known as a model presented for many luxury brands like Gucci, Dior, Chanel, Hermes and of course Louis Vuitton in Milan and Paris fashion week.

Besides, according to the data from Launchmetrics, Chau Bui's media impact value is in the top 10th of Luxury Fashion Industry with 1,2 million dollars. Moreover, she is also in the Forbes Vietnam's 30 under 30 list in 2019. We cannot deny the strong influence from her with 3.2 million followers on Instagram (@chaubui_) which brings to Louis Vuitton an outstanding effect in their marketing campaigns.

Those magnificent marketing campaigns is not only winning the heart of Vietnamese customers but also helping Louis Vuitton gained the second highest ranking in Vietnam's top 100 brands in 2020 following the Campaign Asia website.

Reference:

Goodfellow, J., 2020. Vietnam's top 100 brands: Brands who localise make major gains in high-velocity market | Marketing | Campaign Asia. [online] Campaign Asia. Available at: <https://www.campaignasia.com/article/vietnams-top-100-brands-brands-who-localise-make-major-gains-in-high-velocity-m/463886> [Accessed 11 April 2021].