China is central to the growth plans of Louis Vuitton and it is looking for innovative ways of making a pitch to the consumers there. In a first for a Western brand in China, Louis Vuitton has got into the National Museum of China with a special summer exhibit titled ‘Voyages’. The French luxury conglomerate had entered China twenty years ago and they are celebrating the occasion through this exhibition that showcases the brand’s historical luggage and handbags and their contribution to luxury tourism. The National Museum of China is perhaps the country’s most renowned museum and has recently reopened after a three year long comprehensive renovation.
The luxury tourism craze in China is growing day by day and the country’s tourism market is headed to becoming the second largest in the world overtaking Japan by the end of the decade. The outbound tourism from China generated revenues of 1.5 trillion Yuan which gave a big boost to the airline and hotel industry. Louis Vuitton is positioning itself to optimize the benefits of this travel boom. They are targeting the travelers, who have higher disposable incomes. The move into the museum is also intended to take advantage of the Art rage in China. China is now the world’s second-largest market for art and antiques.
An artistic pitch is sure to attract attention in the modern day China today. In fact, there have been attempts by other luxury brands to reach the Chinese consumer through an artistic pitch. Christian Dior launched a multimedia photo exhibit in Shanghai in mid-May, showing off its Lady Dior line of handbags. There is an opinion that believes the luxury brands do not have the credibility to position their creations as art. But then, consumer is the king and half the battle is won if the brands are able to influence them. Louis Vuitton had erected a 65 feet tall suitcase in Shanghai to advertise its range of bags. The local administration had it demolished as it violated the city’s outdoor ad regulation.
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