Digital Marketing & Luxury: L'Invitation Au Voyage

We haven't talked too much about how luxury retailers approach digital marketing, but Louis Vuitton's new video campaign L'Invitation Au Voyage is an interesting case study. The film features David Bowie, an 18th century masquerade ball in Venice, a young ingenue (played by model Arizona Muse), and lots of Louis Vuitton product. Oh, and the ingenue travels back in time in a hot air balloon to attend the ball. Now, what the actual story behind this video is, or what it's all supposed to mean on a deeper level, is beyond me, but the desired impression and outcome it produces is the more interesting component.

The imagery is sumptuous and luxe, and even if you don't know what the party is about, you know that it's a great party and you'd probably like to be there. Also, the products look amazing, and as the camera slowly pans over the ingenue's little black bag, you think hmmm, I wonder how much that costs? Maybe I should look into that?  And lo and behold, once the video finishes, the viewer is taken to an interactive online ballroom, where stills from the video can be shopped and the David Bowie song plays on loop in the background.

What this video campaign is so successful at is taking that dream and desire that is paramount to luxury, and replicating it online. Even though the experience is digital, it still feels exclusive. You've been let into this private world with David Bowie and Arizona Muse.  You can access the products they wear. You appreciate the beautiful imagery and whimsicality of the endeavor. And that's how luxury retailers can capitalize on the digital space. Re-create the dream and offer it to even more people than ever before.