Word: vuitton
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Dates: during 2000-2009
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...said you can return your car within a year if you lose your job and get a refund. That's a major change you will see in marketing. And then you will see companies start to build the very functional, practical dimensions of their brands. If you take Louis Vuitton as an example, they will say, "In the future, when you buy a Louis Vuitton bag, it's not just the most fashionable bag on the market, it also has a two-in-one dimension so you can turn it inside out, and it's red today and black tomorrow...
That's exactly what Louis Vuitton is doing. Take any of the latest Louis Vuitton ads they're running right now: they're actually promoting various actors who are not hot anymore. They're putting them in settings which are from the '60s, the '50s, and basically you feel you are buying the past...
...What else can brands do combat this recession? They can play off something I call instant justification. When the buyer from the family goes out and buys this Louis Vuitton bag, it's actually hard to remove the guilt factor when she's in the store. She now has to come home and justify to her husband why she bought this during a recession. And when you look at the curve of guilt, the biggest spike is maybe seconds after you bought that bag, because the only thing you are thinking about is how to justify the purchase. So what...
...style expressed in hand-blocked prints paired with recycled-denim skirts. As the first model appeared, a hush of recognition settled over the audience. It was a true fashion moment, one that defines the changing times. Suddenly, references to Africa were everywhere?from Marc Jacobs' chunky jewelry at Louis Vuitton to Dries Van Noten's stylish turbans. Back in New York, I heard about Max Osterweis, an American with roots in Kenya who had set up Suno, a clothing company that employs seamstresses in Nairobi and uses African fabrics. Osterweis felt the need to do more than just write...
That old adage "Necessity is the mother of invention" might be what motivated director Sofia Coppola to venture into Louis Vuitton's workshop in Asni�res, a suburb of Paris, looking for the perfect handbag. "I couldn't find one I liked, so I was going to custom-order one from Vuitton," says Coppola. One thing led to another, and she found herself designing a capsule collection of handbags and shoes for the French luxury house. The line includes a simple shoulder bag, above, 1940s-inspired wedge sandals and an evening clutch trimmed in gold piping and topped off with...