After ten years, LV and Kusama Yayoi launched their second joint collaboration, launching a series of new LV× Kusama co-branded ready-to-wear, handbags, shoes, accessories, suitcases and fragrances with the theme of the most iconic polka dots of the "Queen of Polka Dots".
LV, a 169-year-old French luxury brand, has been embracing trends and contemporary art in recent years, taking the initiative to contact a variety of cutting-edge, interesting and futuristic new things, making everyone feel that "LV still thinks about contemporary and future life". This is exactly what the joint name with Kusama Yayoi is.
In the Chinese market, Douyin has been sitting on fashion genes since its birth, and has become an important communication position for trends in the past few years. Seeing this phenomenon, LV locked the artist co-branded series in China to Douyin, cooperated with Douyin for the first time on the sticker filter - "polka dot pumpkin", and launched the artist co-branded Douyin topic #lvxyayoikusama.
Through this innovative gameplay, LV breaks the one-way communication path of fashion × art co-branding in the past, and with the help of Douyin AR special effects, all users have the opportunity to become participants and secondary creators, see the appearance of joint works on their heads, and participate in this collision and integration between art, trend and consumption. At the same time, with the help of the backlink design, LV not only allows the co-branded new products to further plant grass in the hearts of users, but also effectively realizes the promotion and precipitation of crowd assets.
Break the crowd limit and embrace multi-circle people in the name of fashion × art
In recent years, cross-border collaborations between fashion × art have become popular, many of which can attract widespread attention, but those who really participate in it and feel "related to me" are often limited to a few people in the fashion industry.
LV hopes to reach more people in more circles through fashion co-branding and give art a more popular meaning. What's more, Kusama Yayoi's pop art, which amazes the world, has a unique vitality in itself. It abandons traditional aesthetic standards, closely associates elegant design with consumption, publicity, and vulgarity, and is inherently anti-cultural and anti-traditional genes.
For the brand, the co-branding with Kusama is a great opportunity to embrace postmodern culture and mainstream consumers of the future. When these co-branded products and elements are displayed in the window offline, sold on the shelf, made into various symbols online, and recreated by everyone, everyone has the right to understand art and give it a new life.
So, how can we break through the crowd restrictions of brands and embrace more circles of people with the help of a joint brand?
LV is concerned that among the 600 million+ users of Douyin's daily activity, there are multi-circle, high-quality consumer groups, and the influence and appeal of various fashion stars and influencers on the platform are obvious to all. With the continuous growth of Douyin users and the continuous improvement of the content matrix, this former gathering place of fashion trendy people has also become a gathering place for more youth culture, and the platform audience is more diversified. For LV, Douyin is undoubtedly an important position to break through the restrictions of the crowd and embrace the young group. Based on this insight, on August 3, 2020, LV released its first video through its official Douyin account, officially entering the Douyin platform.
This time, LV moved the artist joint series to Douyin for the first time, and cooperated with Douyin for the first time to apply sticker filters. Through such media selection and creative play, LV has pushed fashion × art co-branding to a more practical frontier field, turning co-branding into a feast that all ordinary users can participate in. In the warm scene of "full screen full of polka dot pumpkins", LV has gained more exploration and insight into youth trend culture, and has also won the hearts of more young users.
Innovative artistic communication, with Douyin AR stickers to trigger the spiritual resonance of young people
LV has always been creating unique conversational experiences for users in a variety of formats. In September last year, LV broadcast the 2023 spring/summer men's Aranya show on Douyin, with a single exposure of 57.85 million. Relying on the platform's immersion, strong interaction, customization and other advantages, the whole network audience can enjoy the artistic appeal up close, and LV has become the pioneer and leader of marketing upgrading in the luxury industry.
But LV, which has always been at the forefront of trends, hopes to go further. Like other luxury brands, LV is thinking: in addition to influencing a wider range of people, how can it make users' communication more avant-garde, more personal, and more "limited"?
Nowadays, more and more people's cognition of luxury goods has begun to change from a symbol of wealth, visual sense and individualization to a manifestation of self-reward, taste display, and ritual. In this context, when brands use tools such as Douyin stickers, BGM, and AR, users will also be inspired to create content creation. A joint name of fashion × art, which can break the previous top-down one-way promotion method, and realize real-time interaction and zero-distance contact with users in different fields and circles.
This time, LV echoed Yayoi Kusama's new joint product, refined the most iconic polka dot pumpkin elements, customized the "polka dot pumpkin hat" AR sticker on Douyin, and launched the artist to co-brand the Douyin topic #lvxyayoikusama, inviting users to participate.
The AR sticker jointly licensed by LV and the artist and "Douyin Special" not only makes the dialogue between the two sides vivid, but also brings a "different" limited experience - users can use this sticker to overlay cool AR effects, replace their hairstyle with a "polka-dot pumpkin hat", and see the artist's iconic elements present a unique texture, texture and luster on their body; You can also share and post it under the #lvxyayoikusama topic to show the unique image to more people.
In this creative gameplay, LV further highlights the brand's pioneering attitude: innovative cultural and artistic communication should not be imprisoned by practicality, we should boldly try a variety of novel gameplay, so that an artistic design can be extended to the greatest extent, so that everyone has the opportunity to participate in this trend cultural feast.
After the event was launched, LV first invited a number of celebrities and talents to participate in the challenge, use creative stickers to demonstrate and release Douyin news. The sticker anchor on the video and the hash tag in the copy can jump to the brand co-branded topic with one click. The quirky stickers immediately sparked fans to follow suit. At the same time, LV also combines tools such as TopView and information flow to heat the star video twice to further amplify the volume of activity. Soon, more and more users joined the ranks of secondary creation. Within a week of the sticker topic being launched, the #lvxyayoikusama topic had 140 million views, 117,000 participating videos, and 5 million topic interactions.
Open up interactive links and precipitate brand relationship assets with new product marketing
In many people's perceptions, the "luxury" gene of luxury always makes the brand have a natural sense of alienation. Through fashion × art co-branding, luxury brands hope to rebuild their brand memories on the one hand, and reach more potential customers on the other hand. With the help of the back-link of the Douyin field, luxury brands have broken through the previous marketing limitations, attracted the crowd attracted by the joint name to the brand landing page, and promoted the precipitation of brand equity.
On the #lvxyayoikusama hashtag, users can click on the brand name to jump to the brand landing page with one click, which is embedded with sticker special pages, and users can browse and order new products. After trying the co-branded stickers themselves, users have greatly enhanced their sense of association and interest in the brand's new products. At this time, the brand shows the design and style of the co-branded product to the user, which can further improve the marketing efficiency of the new product and leave a deep impression in the user's mind.
It can be said that after reaching the user group with diversified content and forms, the backlink is the "conversion agent" of content marketing of luxury brands. Through the design of the jump link, LV fully undertakes the early exposure and interaction, and realizes brand fan retention and sales conversion. For these precipitated groups, brands can further carry out more marketing exploration, such as using the layout of giant cloud maps to achieve refined management from data and content analysis, and maintain brand relationship assets for a long time. The data shows that after this event, LV's total assets of 5A people increased by 160% year-on-year.
For luxury brands like LV, through the precipitation of crowd assets, they can achieve a deeper understanding and insight into the target group, and then cover the target group on a large scale and in various scenarios, and promote users to achieve a leap from planting grass to pulling new ones to repurchase. At the same time, every expert planting video, UGC content under each topic, and message under each video will remain on the Douyin platform for a long time, giving play to the long-tail effect and helping brands achieve differentiated aesthetic asset precipitation and global delivery.
epilogue
The digital technology of fashion twins has become a killer tool for brands to seize the barriers of future aesthetics and trends. More and more luxury brands are realizing that only by continuously absorbing the ever-changing front-end technology can they transform the deep brand accumulation into a driving force for change, continuously create more "surreal dreams", and leave a unique impression in the minds of more users.
In this process, relying on the young and fashionable ecology of the Douyin platform and the in-depth insight of the Generation Z crowd, the giant engine continuously delivers digital dividends such as massive traffic, diversified content, and innovative gameplay for luxury brands, and continuously promotes the "new luxury" era of wisdom and prosperity.