THE LOUIS VUITTON Brand Story
THE ART OF THE HERO’S JOURNEY IN BRAND-BUILDING
Storytelling is an art that has been used in luxury branding for decades to connect with customers on a deeper level. Louis Vuitton is a terrific example of a heritage brand story that carries the legacy of the founder through to today.
Louis Vuitton's brand story began when he moved to Paris at the age of 16 and became an apprentice to a trunk maker. He quickly gained a reputation for his exceptional craftsmanship and innovative designs. In 1854, he opened his own shop on the Rue Neuve des Capucines. Thus, the start of the Louis Vuitton brand as we know it today began.
One of the most effective storytelling techniques is the hero's journey, a narrative pattern that has been used in luxury branding campaigns to great success.
The hero's journey is a universal pattern that can be found in myths, legends, and even modern-day luxury marketing campaigns. Think of Louis and his craftsmanship and humble beginnings. The brand story shares the hero's journey, specifically tailored for the high-end and premium market.
Understand the Hero's Journey
The hero's journey is a narrative pattern that follows a protagonist through a series of challenges and trials. In luxury branding, the protagonist is the customer who is seeking to fulfill a desire or solve a problem. By understanding the hero's journey, you can create a luxury brand story that resonates with customers on a personal level, connecting with them on an emotional level and inspiring them to take action.
THE PROBLEM LOUIS SOLVED: One of Louis Vuitton's key innovations was his use of durable, lightweight canvas material for his luggage instead of the traditional leather. This made his luggage more practical for travel, and it quickly became popular among wealthy clients.
Identify the Hero of Your Story
In luxury branding, the hero of the story is not the brand itself, but rather the customer. The customer is the protagonist who is on a journey to fulfill their desires or solve their problems. By identifying the hero of your story, you can create a luxury brand story that connects with your customers on a personal level. For example, if your luxury brand sells high-end watches, your hero could be a person who values quality, craftsmanship, and luxury.
THE ASCENSION OF LOUIS VUITTON: The Louis Vuitton brand has built its reputation on the quality and craftsmanship of its products. Building upon the iconic textile innovated by the brand founder, the brand is famous for their durability and time-tested materials. The brand uses only the finest materials and employs skilled artisans to create its luxury goods. Each product is crafted with precision and attention to detail, ensuring that it will last for years to come.
Create a Conflict
In the hero's journey, the protagonist faces a conflict or challenge that they must overcome. In luxury branding, the conflict could be a problem that the customer is trying to solve or a desire that they are trying to fulfill. This conflict should be relatable and specific to your target audience. For example, if your luxury brand sells high-end skincare products, the conflict could be a customer who is struggling with fine lines, wrinkles, or aging skin.
EVOLUTION OF THE BRAND: Over the years, Louis Vuitton continued to expand its product line, adding handbags, wallets, and other leather goods to its offerings. The brand also became known for its collaborations with artists and designers, such as Stephen Sprouse, Takashi Murakami, and Marc Jacobs, who created limited-edition collections featuring their own designs.
Introduce Mentors and Allies
In the hero's journey, the protagonist is often guided by mentors or allies who help them overcome their challenges. In luxury branding, these mentors and allies could be the brand itself or other people who have used the product or service. By introducing mentors and allies, you can build trust and credibility with your luxury brand customers, helping them feel more confident in their purchasing decisions.
BRAND SUPPORTERS: Louis Vuitton has a long history of partnering with celebrities and influencers to promote its products. Celebrities like Beyoncé, Rihanna, and Kim Kardashian are often seen wearing Louis Vuitton items, which further cements the brand's status as a luxury icon.
Louis Vuitton has become a symbol of luxury and status. The brand's iconic monogram is instantly recognizable and serves as a statement of wealth and prestige. Owning a Louis Vuitton product is a way for celebrities and affluent clients to display their success and elevate their social status.
Overcome the Challenges
In the hero's journey, the protagonist overcomes their challenges and emerges as a changed person. In luxury branding, this could be a customer who successfully solves their problem or fulfills their desire using your luxury product or service. By highlighting the transformation that the customer undergoes, you can create a powerful luxury brand story that inspires and connects with your customers on a deep, emotional level.
Developing a brand story that shares the hero's journey is a powerful luxury branding technique that can help you connect with your customers and build a lasting, loyal customer base. By understanding the hero's journey, identifying the hero of your story, creating a relatable conflict, introducing mentors and allies, and highlighting the transformation that the customer undergoes, you can create a luxury brand story that inspires and connects with your customers.
Today, Louis Vuitton is one of the most recognizable luxury brands in the world, with a global presence and a loyal following of customers who appreciate the brand's combination of quality, craftsmanship, and style.
Louis Vuitton's combination of quality, exclusivity, and innovative design has made it an iconic brand among celebrities and affluent clients.
