Louis Vuitton: High Art, Low Art, and Luxury Marketing
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Louis Vuitton: High Art, Low Art, and Luxury Marketing

By bernard cheong · Aug 23, 2008 · 47 replies
bernard cheong
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Bernard Cheong's thought-provoking post from 2008 delves into the intriguing position of Louis Vuitton in the luxury market, questioning its identity amidst high art and mass appeal. He uses the brand's iconic steamer trunks as a springboard to explore themes of heritage, marketing, and the perceived dichotomy between 'high art' and 'low art' in luxury goods. Cheong challenges readers to consider if Louis Vuitton could leverage associations like the AHCI to redefine its horological standing.



Just look at this store...and then wonder I wonder what makes me want to buy, and keep all my watches and stuff in these old steamer trunks..


 






These wooden trunks are cool...and they have an incredible tactile feel and "history".

They are also very masculine..not at all "metrosexual" in any way. Hell..I am sure even the late Lee Marvin, my favorite hero of a stone cut face will use one!

See...I bought my trunks way way before this advert came around.

Can LV use the AHCI and seperate HIGH art from LOW art?
 


 

But..could I have been influenced by these...???

 

Again the htought...Can LV use the AHCI and seperate HIGH art from LOW art?

 


































"Since the 19th century, manufacture of Louis Vuitton goods has not changed: Luggage is still made by hand, the craftsmen line up the leather and canvas, tapping in the tiny nails one by one and securing the five-letter solid pick-proof brass locks with an individual handmade key, designed to allow the traveller to have only one key for all of his or her luggage. The woven frames of each trunk are made of 30-year-old poplar that has been allowed to dry for at least four years. Each trunk has a serial number and can take up to 60 hours to make, and a suitcase as many as 15 hours."

 

Reminds me of Rolex and..."it takes more than a year to make..."

 

But to hell with the commercialism! I like my LV, and I guess many like their Rolex, RM and AP Royal Oak ..whatever basket ball player ltd ed!

 

But I guess, as a hobby, as an outlet for me to relax...I wanna just "veg out" a little and enjoy the sex and girls that come with advertising!

 

But for LV to have LASTED and to become the giant it is today, and why Goyard..a trunk maker on the same street ain't sticking its brand to Giselles backside, or having a box with me watches in it...it also has to do with a deadly combination of using communication with girls to men and then to quality.

 

And again..I think...Can LV use the AHCI and seperate HIGH art from LOW art?

 

Take Moser!

 

I LOVE MOSER.

 

Look..a basic Moser can KILL some of the BIG brands with its quality.

But there ain't no girls and no adverts. No money to put a woman on a page?

 

I would hate for a super brand like Moser which has every potential to become LV, to be Goyard.

 

Look...

 

 






























See how with age, and with years going under the bride that the Moser will age JUST LIKE my LV trunk from yesteryear?

The clasic lines, the cut, the finish of the Moser.

The small town, small maker.

The care and attention to details.

The VERY minute differences between one LV trunk to another...just size or maybe an extra tray.

The Moser..likewise.

Two Mosers, three..they look the same.

Now, I like and LOVE Vianney Halter, Max Busser's selection of "community workers" and Dufours. These guys are going to BE the real LV and Goyards of tomorrow, minus commercialism. But why stop there? Why not embrace a little commercialism? Become the collectors items of 2060.

Which is why, I still buy limited edition LV with the Japanese designer's Takashi Murakami. In fact, OK..I admit..I will be one of those lining up outside the store (except that I have my secretary do it).

 

In fact..in some blog last year 2007...it was ranted that:

In Defense of LAMoCA's Louis Vuitton Boutique

The Museum of Contemporary Art in Los Angeles announced earlier this month that as part of a Takashi Murakami retrospective this fall, Louis Vuitton would open a boutique in the gallery space selling leather goods designed by the artist. The purist Cassandras are crying that it's another example of a museum cozying up to a corporation and engaging in commercialism.

They've totally missed the point.

The Vuitton outpost isn't a museum partnership with a corporate brand or a gift shop. It's part of Murakami's art. His interest is in knocking down the wall that separates high art from low art; that's why he makes everything from paintings for blue-chip dealer Larry Gagosian to the ubiquitously-known Vuitton bags to mouse pads and cell phone caddies sold through his company Kaikai Kiki.

A retrospective of Murakami's career that didn't include a retail space of some sort would be incomplete. And museum officials recognize that — they told the New York Times that the boutique "symbolizes the interweaving of high art, mass culture and commerce that has become essential to Murakami's philosophy."

I am worried that the amazing works of Moser, Vianney and all these guys will lack support if they don't have the kinda budget that tickles the testosterones. On the other hand, we have magazines that are helping them with sexier girls between the covers..cheers.

One the reverse, I was told to take down all the pics of girls with swimwear from my post on Bell & Ross...?!?!?

What gives? Is the industry confused?

“I thought the idea of hot chicks and cars was really cool - and very Richard Prince,” said Marc Jacobs.

 

Louis Vuitton decided to feature six fierce supermodels (Angela Lindvall, Stephanie Seymour, Eva Herzigova, Naomi Campbell, Claudia Schiffer and Natalia Vodianova) of the last two decades in it’s Spring/Summer 2008 Collection ad campaign.

Here is another point.....

look below...


 





 

Why did LVMH buy or decide to run with Zenith...?!?!?

I mean..why did they not make a go for a really "superb craftsman"...no offense to Zenith, but Zenith does belong with Madison Ave. And not the craftsmen of LV or even Goyard.

Even Bulgari took GG and DR, credible companies with some mighty crafstmen.

Just food for my own dreams.

I would love to see watches made with LV together with Moser, or especially a vianney Halter LV or Dufour LV watch. Imagine the people who would que for these and what these watches could be fetching.

Have you seen the works or canvass scarves printed on ltd ed for LV by some artists and the prices they fetch?

Now..why is LV bothering by making their own watches? That is another story for a longer post.

 

 Can LV use the AHCI and seperate HIGH art from LOW art?

If any brand can bring the independants into the limelight, with force, with great velocity...I believe it is Louis Vuitton.

One or two limited edition Mosers, or especially Vianney (he is French after all), watches by LV...will shoot Vianney thru the roof.

Not only that, but it will bring watch collecting and the pursuit of its "art", not so the tech, to the mainstream.

I believe it.

This message has been edited by bernard cheong on 2008-08-23 03:04:22

 

 

 

 

 

 

 

 

 

 

This message has been edited by MTF on 2008-08-24 03:46:34

Key Points from the Discussion

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The Discussion
JE
JediWatchFool
Aug 23, 2008

None of the AHCI members as I remember them use bikini girls or models to showcase their pieces, well, not in print anyways, but when the roadshow hits Malaysia/Singapore, there's always a few models wobbling around on thin ankles and dangerous heels. Maybe LV are just doing it for mass appeal? Their biggest market is China at the moment. I've seen them pay in wads of RMB for handbags, suitcases etc. Their watches are not quite kosher for me though. And I like their advertisement showing Keith R

RO
Ronald Held
Aug 23, 2008

maybe too many female models?

OR
Ornatus-Mundi
Aug 23, 2008

try to focus on their exceptional creations and not on such nonsense. There is something intrinsically wrong if you have to do that. It also would take away much of the independents' appeal. Respectfully, Magnus

AF
AFSG
Aug 23, 2008

Love the provocation! Also, you might want to check with the staff, there is clearly an Ether leak at the clinic but not to worry… doesn’t seem life threatening ;-) Nonetheless I really hope a LV/Vianney mix doesn’t happen (and frankly can’t see where this would come from…) – there are very different philosophies behind these Maisons… many of businesses behind Comite Colbert have very little to do with what these companies were prior to most being acquired by the big boys (not that this is neces

TO
tony p
Aug 23, 2008

Maybe you know something we don't. Or maybe you are intuiting a gradual awakening of interest by the conglomerates in the small, independent, ultra-achievers of the watch industry - people who are now doing what the likes of Louis Vuitton (the man) were doing 100-odd years ago. Could a big company like LV use a small independent like VH as a kind of marketing spearhead? It makes sense. Rekindle the links with individuality, creativity, artisanship...which lies at the root of the brand's history.

SJ
SJX
Aug 23, 2008

A couple of years back Louis Vuitton created the hideous bags designed by artist Takashi Murakami which were a sellout. Of course some could argue Murakami isn't an artist, rather an overpaid cartoonist with a sharp business sense, but nonetheless Louis Vuitton is clearly creative in its marketing. Its current ad campaign shot by Annie Leibovitz, with Mikhail Gorbachev amongst others, is also clever. Louis Vuitton is clearly a mass market brand, but Gorbachev is not a mass market personality nor

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