January 15, 2013

Going Local: How Louis Vuitton Promotes Its Alma Handbag In China

Ad Campaign Featuring Brand Ambassador Fan Bingbing

Actress Fan Bingbing is the face of the Alma handbag in China (Image: iFeng)

One month after appointing actress Fan Bingbing as the brand ambassador for its Alma handbag, this week Louis Vuitton began promoting four color schemes aimed squarely at the mainland China market. The brand’s official Sina Weibo page features the handbag in four colors in particular — imperial yellow, royal blue, ivory, and deep indigo — that reference everything from the Qing Dynasty royal court to ancient porcelain in Chinese culture. While the Weibo page is calling these colors “China exclusives,” they are apparently available globally as well.

Facing more intense competition, and perhaps looking to fight “logo fatigue” and consumer apathy — the brand currently has around 40 locations in China – Louis Vuitton is likely looking to Fan Bingbing and the colorful Alma bag to inject new life in 2013. In recent months, the seemingly ubiquitous Fan has seemingly never been without one of the handbags, being spotted by paparazzi at movie premieres, events, airports and on the street toting an Alma in every conceivable color.

On the surface, Louis Vuitton’s strategy for promoting the Alma line is quite clever. With more low-key and less logo-heavy (yet still recognizable) designs proving the most popular at the moment, LV’s current marketing salvo — which includes microsites on the offical brand site as well as Weibo — and partnership with the heavily photographed Fan Bingbing all have the potential to do very well, given the current state of the China luxury market.

Four special-edition colors promoted in the mainland China market (Image: Weibo)

Accessories / Fashion / Lifestyle / Social Media / Tech
Tag: actress, alma, brand ambassador, celebrity... , More

9 thoughts on “Going Local: How Louis Vuitton Promotes Its Alma Handbag In China

  1. Pingback: Going Local: How Louis Vuitton Promotes Its Alma Handbag In China | China Fashion Trends

  2. Pingback: Fashion ModREn » Going Local: How Louis Vuitton Promotes Its Alma Handbag In China

  3. Pingback: Marché du vin en Chine : Revue de Presse 14-18.01 | le petit rouge de canton

  4. Pingback: Jing Daily: The Business of Luxury and Culture in China

  5. This strategy is doomed for failure. Fan Bing Bing is hideously over-exposed and the “low-key” Alma back seems like an inauthentic way to jump on the “bespoke bandwagon”. And the excessively obvious reference to Chinese cultural elements will be seen as patronizing by sophisticated Chinese.

  6. Pingback: Burberry Stands Out As Bright Spot In China Slowdown News | China Fashion Trends

  7. Pingback: Fashion ModREn » Burberry Stands Out As Bright Spot In China Slowdown News

  8. Pingback: Do you recognize this bag? « Curiosity | GSD&M Blog

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