Friday, 11 June 2010

Fashionable Football? - 11/6/10

With the World Cup nipping at our 6 inch heels, Louis Vuitton says that its current heritage campaign, featuring legends Zinedine Zidane, PelĂ© and Diego Maradona playing table football in a Madrid bar, was chosen because of the "universality" of soccer’s appeal. Is this a smart move for the brand? In short, we think it is. The campaign is interesting because in true LV style, the current global mood is captured. By including legends of the sport, the brand is sure to harness the interest and focus of a broader demographic by successfully tapping in to the aspirational consumer’s touch points.

Of course, such a campaign demands a huge investment, and the return may not be received as quickly compared to brands like Nike and Adidas, that collectively sponsor 19 World Cup teams. The key question comes down to whether the exposure on this global platform is relevant to a core strategy – forging and strengthening consumer/brand association at the least if not motivating an immediate purchase.

Thinking back to the World Cup in Paris in 1998, the late Yves Saint Laurent staged a magnificent 12 minute haute couture show prior to the final. At this time, YSL was arguably France’s most famous brand and was considered a fashion institution making the level of investment and exposure (80,000 live spectators and 1.7 billion television viewers) more justified. Let’s hope for Louis Vuitton’s ‘suit’case, this campaign will capture the imagination of spectators by blurring the line between sport and fashion and deepening the association between universality and longevity.

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Melinda O’Rourke is the founder and Director of MO Luxury, a dynamic, Sydney-based management firm specialising in luxury brands and services. Melinda and her associates at MO work with local and international brands across prestige retail, fashion, fine jewellery, timepieces and specialised services. Melinda is well-connected, well-read, and well-versed in the demands of the luxury market and its client base. Her advice is firmly based in objectivity and ultimately, accountability. Melinda offers constructive counsel and both strategic and creative thinking and is able to draw upon a strong network of specialised talent to compliment the MO Luxury team as needed. Melinda enjoys excellent industry relationships and is regularly quoted in the business and fashion media. Read more about MO Luxury,