Has Louis Vuitton’s Inside Out Neverfull won over Chinese consumers?

What happened Louis Vuitton’s Neverfull bag has been a staple in the fashion world for 17 years, and this fall, it has undergone a striking makeover with the launch of the Neverfull “Inside Out” on September 20. The new take champions versatility – its reversible design enables wearers to choose between the signature Monogram canvas or a bold, vibrant textile featuring the maison’s stamp-and-striped motif. Renowned for its practicality and style, the Neverfull bag has stood the test of time due to its generous volume. Now, it’s transformative, too. Whether consumers want to showcase the timeless monogram or opt for a more graphic, eye-catching look, the Neverfull Inside Out introduces an exciting innovation to this iconic Louis Vuitton signature. With a history of iconic collaborations – from Takashi Murakami’s MOCA Hands version to Jeff Koons’ A Wheatfield with Cypresses and Grace Coddington’s playful Catogram – the Neverfull has moved with creative evolution. A month after its launch, the impact of this innovative reinterpretation is becoming increasingly clear. The Jing Take The launch of the “Inside Out” handbag is clearly intended to ameliorate LVMH Moët Hennessy Louis Vuitton’s (LVMH) declining sales, particularly in the Chinese handbag market. In Q3 of 2023, LVMH’s largest segment, the Fashion and Leather Goods business group – which encompasses brands like Louis Vuitton and Dior – generated revenue of 9.151 billion euros ($9.9 billion), down 5% YoY. During the same period, LVMH’s sales fell by 16% YoY in Asia, including China. This presents a pivotal moment for the brand to turn its attention to the market, especially with Blackpink’s Lisa having been named brand ambassador for the house in July of this year. And the Neverfull is a trusty icon to spur sales in the mainland. On Xiaohongshu, #neverfull has 116.8 million reads, and “LV Neverfull” has prompted over one million discussions on Weibo. Designing a bag that has a playful edge and can be flipped inside out is a witty, unserious direction for the French luxury house. As a result, across Chinese social media, there are a plethora of laughing face emojis, with one blogger loving the originality, stating, “It looks like Superman wearing pants and underwear outside.” Other Chinese netizens have praised the practicality of the Neverfull, describing it as a spacious gem perfect for commuters that can carry everything and anything. The consensus is that China is loving the playful nature of the design. “When I saw this first model, I thought someone had made a spoof of the picture,” said one Xiaohongshu user, comparing the bag to kids TV shows like Calabash Brothers and Teletubbies because of its vibrant, slightly cartoonish stripes. That said, it has received widespread compliments across Chinese social platforms. The beauty of a brand having such an established signature is that it can be reimagined in many ways to evolve with consumer desires. Currently, China is seeking tongue-in-cheek, intriguing pieces, and Louis Vuitton has successfully delivered on that. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Netizens react to Louis Vuitton’s Inside Out Neverfull

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Netizens react to Louis Vuitton’s Inside Out Neverfull