Louis Vuitton may have misplaced prime advertising space in China when its huge suitcase was torn down in Shanghai, but it is now wooing consumers in the sacred halls of the national museum in Beijing. The Louis Vuitton Voyages trade fair, marking the French fashion house's 20th year in China - the world's highest mounting advertise for magnificence goods - skin texture hundreds of canvas trunks and leather handbags dating back to the 1860s.
Louis Vuitton is previously the product of option for many of China's increasingly rich middle class and analysts said the show in the heart of the capital would facilitate cement its supremacy of the country's high-end market. The show also reflects a rising movement in China for luxury products to use museums, art galleries and film festivals to endorse their trademark is expect of attractive to more complicated and cultured consumers, they said. Earlier this year, US fashionable Diane von Furstenberg showed off a collection of her creations at an exhibition called Journey of a Dress in Beijing's trendy 798 art district. The Louis Vuitton illustrates "is quite an intelligent thing to do since it is a very finest and important setting", Sam Mulligan, executive of Data Driven Marketing Asia in Shanghai, told AFP.
"It suggests the past and long life and being in the commerce for a long time - all of these belongings are important in this market."Shaun Rein, administration director of China Market Research Group, decided. "Louis Vuitton customers are very concerned in trade a brand with long-standing heritage. And I believe that's why Louis Vuitton is very stylish to associate with the museum," Rein told AFP. The recently refurbished National Museum located across from Tiananmen Square expects the demonstration will "motivate the domestic cultural plan industry", the People's Daily website quoted museum assistant director Chen Lusheng as saying. The showy show of costume and handbags is in severe difference to the centuries-old bust vessels and ceramic vases on exhibit in other parts of the museum. Louis Vuitton, whose goods have been promoted by celebrities from previous Soviet leader Mikhail Gorbachev to U2 singer Bono, is no hesitation eager to increase its situation in China's successful comfort sector.
China is predict to be the world's top purchaser of luxury goods such as handbags, watches, shoes and clothes by 2015, according to consultancy price Waterhouse Coopers - but analysts say brand name loyalty can be changeable. "At this movement Louis Vuitton is the leading player but they are leaving to have enormous troubles in the impending five years" as public start to buy their second or third luxury handbag, said Rein. "After you've buy Louis Vuitton or Gucci, do you go rear to Louis Vuitton and Gucci or do you aim something different?" regardless of its reputation among wealthy customers, Louis Vuitton has sprint into problems with the establishment.
Workers began dismantling Louis Vuitton's 20-metre-high luggage in an eventful shopping district of Shanghai previous month subsequent to the government ruled it breached amount boundaries for outdoor advertising, state media said. Huang Chen the proud proprietor of two Louis Vuitton handbags - said the exhibition in Beijing might help Chinese customers better understand the olden times of the luxury expensive and enhance sales.
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