On the occasion of the 200me anniversary of its founder, Louis Vuitton has just launched a small game for mobile devices, called Louis: The game. The French luxury brand is far from the first to want to seduce players.
Wednesday, August 4, to celebrate the 200me anniversary of the birth in the Jura of its founder, Louis Vuitton, the brand with the famous monogram has launched a small video game. Baptized Louis: the game (“Louis: the game”) and available on Android and iOS, presents Vivienne, the mascot of the luxury company. “On the way to celebrate a birthday, he goes through a fantasy landscape in which he must collect objects, such as candles, that unlock postcards” who “Reveal information and anecdotes” about Louis Vuitton and his company, now owned by the French group LVMH, describes the American site Quartz. Thirty non-fungible tokens (NFT) are at stake.
The game only just started
What is Louis Vuitton doing in the world of mobile games? Quartz is quick to give the answer:
The great challenge for a company as old as Louis Vuitton is to continue to attract the younger generations. If you want to persist for another 150 years, you must build relationships with young people, who will become future buyers, and not just focus on your current clientele. “
As you remember QuartzThis is not the first time that Louis Vuitton has played on the popularity of video games in an attempt to sell its products. In 2019, as part of a partnership with publisher Riot Games, Nicolas Ghesquière, the in-house stylist, dressed Qiyana, a character from the famous League of Legends, and Louis Vuitton immediately launched a capsule collection inspired by video games.
More generally, in the luxury sector, many of Louis Vuitton’s rival companies have included video games in their marketing strategy. Valentino and Marc Jacobs, for example, designed wardrobes for the characters inAnimal crossing. Gucci recently opened an in-game store Roblox and last year Balenciaga simply created a video game called Afterworld: Age of Tomorrow, to present its new collection and circumvent the sanitary restrictions imposed by Covid-19 on fashion show organizers.
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