Louis Vuitton that will enter the fragrance market soon, continues to use video and social media to attract fans to its online magazine called ‘New, Now.’
Photo: ‘New, now’ online magazine, a snapshot from www.louisvuitton.eu
Since the beginning of 2012, Louis Vuitton has started to post videos on its Facebook page with a link to its digital magazine. People are told they can discover the full story behind the video on New, Now.
The first video titled ‘Walking in Fabrizio Viti’s Shoes’ features shoe style director Fabrizio Viti and his shoe collection. In the video, real- and doll-sized Louis Vuitton shoes ‘dancing’ on their own, when animated Barbie dolls appear in the film and slip into a few of the miniature shoes and continue to dance to the electro-funk soundtrack.
Viewers are invited to visit ‘New, Now’ to know more about the shoe style director who doesn’t appear in the video. On the site, people can read about Mr. Viti’s connection with dolls and how the Louis Vuitton shoe workshop does indeed make miniature versions of each shoe for his doll collection.
The video can be shared via Facebook or Twitter and can grab the embed code for the magazine article.
Another video is called ‘The Journey of Little Bagcharms’. A cartoon-like version of Louis Vuitton’s air balloon bag charm that floats over various scenes is shown in this animated video. The footage on the New, Now provides viewers with information on the release of the air-balloon bag charm.
New, Now section on its web site includes all of the editorial content but still differs from those of other luxury brands’ digital magazines and blogs.
New, Now’s home screen features one article on the left-hand side and then a menu made of icon-sized pictures that represent different stories. Viewers can browse stories by most-viewed and most-recent. Within these categories, they can further zone-in with category and month options. The only problem is that the renewed LV web site uses Flash and it appears to be slow-loading and inaccessible from iOS devices. Thus, it would be better for the luxury brand to place its editorial materials to an HTML-based microsite.
