Creating perception of exclusivity – The ‘Murakami’-illustration Known as the ‘Murakami bags’ Louis Vuitton’s hit bags rendered profits of over 300 million dollars in just the first year. Louis Vuitton belongs to one of the biggest luxury retailer groups in the world, Möet Hennessy Louis Vuitton (LVMH), which includes brands such as Christian Dior, Yves Saint Laurent, Givenchy, Fendi, among many others. In 2004 Louis Vuitton celebrated 150 years. The beginning of the ‘Murakami bags’ came in 2003 when American designer Marc Jacobs (artistic director for Louis Vuitton since 1998) teamed up with Japanese designer Takashi Murakami. The result was the ‘Murakami bags’ consisting of the first released limited edition ‘Cherry Blossom’ bags where they took the well known, since 1896 brown logo of LV and covered it with pink happy smiley flowers. The flowers resembled Manga cartoons and the story behind the print was that the smiley cute flowers (called kawaii in Japanese, meaning cute) were to represent Japanese Sakura, the cherry blossom flowers blooming all over Japan in early spring. This very rare limited edition was released world-wide in early spring 2003 and waiting lists were thousands of people long in basically every Louis Vuitton store. This was not the end of the collaboration between Marc Jacobs and Takashi Murakami. After the limited edition of the ‘Cherry Blossom bags’ the ‘Multicolore’ line was released. A new line in the Vuitton family, but this one not a limited edition. The bags here, still using the well-known LV print, but this time with 33 colours on a black or white base. It was said that Takashi Murakami had been very much inspired by Damien Hirst’s painting ‘Argininosuccinic Acid’ from 1995 consisting of circles in 33 different colours on a white base. Luxury Brand Exclusivity Strategies – An Illustration of a Cultural Collaboration Anita Radón
Posted on: Thu, 13 Jun 2013 22:18:54 +0000
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