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The Louis Vuitton brand image is a high-end, high-price, luxury brand. It’s a status symbol brand from France that many consumers aspire to own. I’m not sure I completely understand why Louis Vuitton would select Madonna to pose for its new ad campaign.
This ad comes on the heels of Louis Vuitton’s “Where Will Life Take You?” television and print ads that debuted within the past year featuring celebrities like Keith Richards. The pairing of the haggard Rolling Stones guitarist and Louis Vuitton puzzled me at the time. While I suppose Keith Richards is certainly well-traveled, I’m not sure if he’s the best embodiment of the high-class Louis Vuitton brand.
It’s not new for Louis Vuitton to rely on celebrities to promote its brand. Even if you visit the Louis Vuitton website today, you’ll find images of Sean Connery and a link to the story of his “journey” on the home page.
That brings me back to Madonna and Louis Vuitton. I’m confused by the message the pairing is trying communicate. I’m not sure what it is. Don’t get me wrong, I love Madonna as much as any other girl who was a teenager during the 1980s, but seeing her in a Louis Vuitton ad doesn’t make me want to own a piece of Louis Vuitton luggage.
Two images from the Madonna-Louis Vuitton campaign are included in this post (via StyleIT). What do you think?
Images: Louis Vuitton
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Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
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Hey! A hag with a bag…Just kidding, but while Madonna is so recognizable, she isn’t exuding class in the two ads. Also, she’s no longer as relevant as a fashionista as she once was, at least here in the states. Maybe she has some newfound cache’ since she’s acquired her english accent and been living in the U.K., I just don’t know. Maybe I’m an ignorant trog and just don’t get “fashion”?