LV Is Thinking About How To Please Young People. This Is The General Trend.

Ask one question: will 85 or 90's still embrace big luxury goods like LV?

The first answer is usually: Yes. No one has any reason to refuse a famous brand. The second answer is not necessarily. The growing environment of young people has changed. They are more self seeking and personality. Big names are nothing. The connotation of "big names" has changed. We should think about how to influence them.

Then you can see the news: in the latest LV Series 4 advertisement in early 2016, the world's largest luxury brand has a new spokesperson -- not Anngelina Jolie, Scarlett Johansson, Madonna, nor Fan Bingbing of China, but the virtual role of the series game final fantasy (Lightning).

Obviously, the second opinion has gained the upper hand in luxury companies. These brands are trying every means to please young people.

Some people say, what is LV doing? Who is the thunder? Then there are young people who will come and say, uncle, you are behind the times. Please fill in the knowledge. The final fantasy series is one of the national PRG (role playing games) in Japan. Lightning is the protagonist in the drama "Final Fantasy 13". A tough female character who is skilled in swordsmen, shooting, fighting and magic skills, and because of the selling of games and the formation of super IP in the final fantasy, the thunder has become a familiar female star in the world.

The change of LV is a trend.

First of all, these young people, defined as "millennial generation" (1984~1995), have become a new target group in the luxury market. Secondly, the luxury industry is faced with Digitization Revolution, the change of Chinese consumer behavior, the socialization and mobility of young people are bringing impact to traditional luxury marketing.

Taking China's "millennial generation" as an example, they are constantly searching for their true selves. The self expression of the tall luxury expressed in the past, and the "true self" that the young people want to show now are obviously not the same thing. It is not surprising that they need entertainment that belongs to their own "small world" and the virtual personas instead of the popular female stars as spokesmen for LV. The world of young people has really changed.

The first strategy is to endorse young people and let young stars or favorite stars endorse them. From 90's supermodel Carly Klaus to Chanel small black bottle perfume, to the LVMH group's watch brand TAG Heuer announced the opening of the 1987 "little meat" Li Yifeng became its brand ambassador, this is a brand marketing strategy of young adjustment.

The second strategy: Mining and application of young people. Sub culture 。 The two dimension is no longer immune to many young people. It has become an element for marketing people to consider. Therefore, LV wants to penetrate such a barrier with thunder.

Of course, this is just a tactical move. In fact, the brand attitude and communication strategy also need to be adjusted. China's millennial generation's motivation for luxury consumption has shifted from the psychological projection of status to the self identification and stylized expression of true self. Therefore, luxury goods in the past were the strategy of "making distance and making desire on the high side", and now it needs to be changed into "matching my style and living in my heart".

At the same time, a reality that luxury goods need to face is that the possession and scarcity of goods are no longer the symbol of young people's separation. Culture, spirit and personality are the core of their migration. Customization, unique consumption experience and additional additional value are more important for their decisions.

I saw the endorsement. LV Gorbachev, they asked, "who is Gorbachev?"

Fan Bingbing, who once said LV, would say, "very red, but this is not my dish!"

Anngelina Jolie, who once said LV, would say, "what she said would be a fire!" but I'm sorry, her LV bag is like a mother's bag.

The strategy of luxury goods, of course, is to integrate into their world and change their attitude.

Choosing an Asian virtual role as spokesperson, not only shows the desire of big players for the young market, but also explains the value of Asia, especially the Chinese market, and the core of all innovation and change lies in what kind of attitude you are giving to young people. As a brand name, are you really ready?