The brand relies on pop-up stores and new men's clothing lines.
Louis Vuitton, which provides the majority of the sales and profits of the French conglomerate LVMH, opened 80 temporary stores last year. And 100 new pop-stores are already planned this year. While the usual Louis Vuitton stores are located exclusively in prestigious areas, temporary ones can sometimes open in the most unusual places. And, as practice shows, this is a great way to attract all new customers and a noticeable increase in sales. By the way, recently LVMH published the next financial report, in which the figures exceeding the analysts' forecasts were shown. The growth rate of sales of men's and women's clothing was at a very high level. At the same time, clothing makes up only about 5% of the brand’s sales, and three-quarters of the revenue comes from exclusive bags.
As CFO of the Group Jean-Jacques Guiony told reporters, “the trend of opening temporary stores is extremely important, and we will continue to develop it because it allows us to talk with our customers differently, and this adds flexibility to our network. " All these steps are being made as part of network restructuring, experiments are being carried out with luxury brands, aimed at attracting young buyers, who are increasingly stimulating sales growth in a sector that has long been known for its toughness in its approaches.
Temporary shops are a great way to draw attention to brand products. Suddenly appearing in very different areas and often having very unusual designs, they inevitably attract the attention of young people (and not only that). So, one of the latest temporary Louis Vuitton stores was opened in the exclusive Mayfair district of London and decorated in the style of "The Wizard of Oz" with a yellow brick staircase. Interestingly, in order to visit the outlet, customers needed to purchase tickets. This store was created to promote a new line of men's clothing.
Of course, against the background of the entire Louis Vuitton business, opening such stores is just a drop in the ocean. However, it is they who are able to attract additional attention to the brand (including from the media) and make it possible to sell more accessories.
15 APRIL 2019, France