Louis Vuitton Espace Culturel

Art and Business

Charlotte. Lee Edhec - MSc Marketing 2013

Agenda

Luxury and Art

Louis Vuitton and Art Development

When Art ties on Brand

Synergies non profit and profit activities

Espace Culturel differentiate LV

What is Arts ?Arts may be identified as works perceived as embodying human expression through drawing or something else to convey the message.

This kind creation of intelligent human design is being expressed in various ways print, music, porcelain, garment and our daily goods

Hagtvedt, Hagtvedt, and Patrick 2007

What is Luxury?Luxury is the “Way of living” characterizing by high spending linked to the acquisition of non essential goods fuelled by Ostentation and a crave for well being

Luxury brands are regarded as images in the minds of consumers that comprise associations about a high level price, quality, aesthetics, rarity, extraordinariness and a high degree of non-functional associations

Luxury and Art – Shared Message

• Practical utility comes secondIt seems not that important for both

art and luxury regarding the practical utility, the use value for them could be even zero, but the symbolic value could be incredibly high

• The importance of aestheticsThere are self-contained theories and

aesthetic philosophy behind every piece of art and each item of luxury. They both could be considered as the representatives of aesthetics.

Luxury and Art – Shared Message

• Quite into hedonism and creativityBoth art and luxury are passionate about

hedonism and creativity. Luxury industry worships artisans and craftsmen about their unique know-how. Addition to this,luxury could be more than art. Because luxury is able to capture the imagination in order to show its rascination. It needs artist to renew and refresh the symbolic power of a brand to be prepared to today's market. For example,

• Common sense in sociological relativity

It is common that either in luxury or in art, it is virtually impossible to get a consensus among all individuals and among all the people. More simply to say that tastes and colors are things you can't talk about and make compromise. Each person could have different preference and the unique angle they appreciate the art and luxury.

Luxury and Art – Art InfusionIn marketing, art infusion is the general influence of artworks on perceptions and evaluations of products with which the artworks are associated. (Hagtvedt and Partrick)

• Even a fleeting exposure to an art image (versus a non art image) on a product’s packaging resulted in a spillover of luxury perceptions;

• Product advertising bearing an art image was evaluated more favourably than the same product advertising with a non-art image or no image at all, even though the content of the images were identical and matched for connotations of luxury and quality;

• The same product advertised with an art image (versus non-art or no image advertisements) was perceived as more luxurious;

Luxury and Art – Art Infusion• The use of an artwork containing positive or negative content made no

significant difference to consumer product evaluations. Both art images led consumers to evaluate the product considerably more favourably than when it was presented with a non-art image—which strongly suggests the art infusion phenomenon is content-independent.

Louis Vuitton and Art Development

Time Event Location

2006 Establish of the Fondation Louis Vuittion pour la creation

Paris

2005 Espace Culturel Louis Vuitton Paris

2010 Young Arts Project London

2010 Espace Louis Vuitton Tokyo Tokyo

2014 Opening of the Fondation Louis Vuitton pour la creation

Paris

When Art ties on Brand – Common Value

• Business,• Market Share• Growth• Function

• Non-Profut• Expression• Think• Emotion

Value

Exclusivity

Audience

Operntional excellent

When Art ties on BrandArt has technical skill of the maker, competent and creative use of their tools and material. It is creative interpretation and rendition of the subject. It has an emotional impact on the viewer and evolve resonation interwoven of creater and viewers. Once resonation has been subliming in high level, it form as luxury because of its unique, exclusivity with intrinsic value recognition.  The intrinsic value of Louis Vuittion is innovative and creative interwoven with her typical history hertiage and functional design. Its exclusivity and unique intrusive value have been accepted and recognized by people, as form of resonation - this kind of phenomenon is same flow of art creation. Their mutual intrusive value of Art and Louis Vuittion can be distinguised in (1) operational excellent, (2) intrusive value, (3) exclusivity and (4) trait of their “audience”/ customer 4 aspects.

When Art ties on Brand

1. Operational excellentThe origin of art creation is come from desire inside to trigger the motivation of creativity, through unique craftmanship and “skill” to convey what message art wants to convey out. All of that is very similar to the product processing in Louis Vuittion. She seeks what consumer insight in R&D product development, create product by using their stricted quality and innovative design and communicate those positive idea/message to their auidence/client.

When Art ties on Brand2. Exclusivity + Intrusive Value of Louis Vuittion: TravelTravel is an emotional experience and a process of self-discovery. LV has defined Travel as their foundemental value because of its unique and exclusivity: freedom and vast, experience and private feeling, independent and personal-growth.  This kind of processing also appeal in the Art creation: Creater express their emotion or desire in their Artistic works in which concurrently represent the evaluation on their position in social and personal-growth in difference period.

3. Same “audience”/ customer of Art and LV Art being is the ultimate luxury product items. Both art and luxury product (Louis Vittion products) are something about creating desire but none really need - same traits of this 2 particulars. In that sense, what reason of art and luxury products for buying or wanting to buy? It is, to great extent, about identity construction of audience/customer. They buy those particulars as their image extension and self recognition.

When Art ties on Brand

 Why “Authentic” artworks or luxury products is desired? Why it is important to show those “Authentic” instead of ar1tifical? In fact, luxury (Authentic) items is not only show others how rich they are; but also portraying oneself in a relation to others - Self-Identity. The important of “Authentic” reflects what the Self construction and self identitiy - it is next step of “Self-discover” mentioned in point 2 (value of LV)

When Art ties on BrandWhat are customer for Art or LV? or, What factors determine those group being the customer of Art or LV? Their taste? Their preference? Doubtlessly the economic possibility of buying either Art or LV is important factor but another is connected to their cultural captial (experience, knowledge, value, education).  According to research Alan Tapp (2010), the higher economic and scoial stage is proportional relationship with desire in authenticity and self value (as the diagram right hand side). With higher economic and cultural captial person, they concenr more in self experience and image. The artworks and luxury products are one kind of their self image presentation and identification.

When Art ties on Brand2. Exclusivity + Intrusive Value of Louis Vuittion: TravelTravel is an emotional experience and a process of self-discovery. LV has defined Travel as their foundemental value because of its unique and exclusivity: freedom and vast, experience and private feeling, independent and personal-growth.  This kind of processing also appeal in the Art creation: Creater express their emotion or desire in their Artistic works in which concurrently represent the evaluation on their position in social and personal-growth in difference period.

3. Same “audience”/ customer of Art and LV Art being is the ultimate luxury product items. Both art and luxury product (Louis Vittion products) are something about creating desire but none really need - same traits of this 2 particulars. In that sense, what reason of art and luxury products for buying or wanting to buy? It is, to great extent, about identity construction of audience/customer. They buy those particulars as their image extension and self recognition.