Marangoni Masters Project

1. +
Project “ Creating
Communication” – S. Buffo
Selected Brand Louis Vuitton

2. +
1. Analysis
A.
Communication
Analysis
Visual Identities of Louis
Vuitton and Ten Selected
Competitors
Ad campaigns: S/S 13 & A/W
13-14

3. +
Louis Vuitton S/ S 13

4. + Photographer of both seasonal
Campaigns: Steven Meisel
A/W
2013-
2014
Venice from Louis Vuitton with David Bowie and
Arizona Muse

5. +
Older campaigns

6. +
Louis Vuitton
n Key concept: Louis Vuitton gives space
to all different sides of a woman’s
personality; “accept and valorize your
multi-dimensionality”.
n Mood: retro (vintage)
n Consumer insight: A self-assured, bold
and unique woman with a rich
personality, unpredictable, who is not
afraid to show and will never hide a
part of her inner self.

7. +
Main competitors
n Balenciaga
n Bottega Veneta
n Burberry
n Givenchy
n Hermès
n Prada
n Chanel
n Dior
n Gucci
n Salvatore Ferragamo

8. +
Balenciaga

9. +
Balenciaga Visual Strategy
n Key concept: Feel at easy in
your skin, create and follow
your own path.
n Mood: dark, ambiguous even
grotesque
n Customer Insight: A
protagonist; a confident and
self aware woman that wants
to attract the attention

10. +
Bottega Veneta

11. +
Bottega Veneta Visual
Strategy
n Key concept: Go through
life’s tranquil or
unexpected moments
empowered with elegance
and sophistication.
n Mood: urban but a bit
mysterious – discrete
n Customer Insight: A
woman leaving in a big
city, refined, feminine and
sophisticated.

12. +
Burberry

13. +
Burberry Visual
Strategy
n Key Concept: Experience all
life passages and moments
in a subtle but stylish way
with a touch of phlegmatic
humour.
n Mood: casual, unconcerned,
Britishness
n Consumer Insight: The
woman is stylish, modern,
with a bit snobbish attitude.

14. +Givenchy

15. +
Givenchy Visual Strategy:
n Key concept: Givenchy
reminds you that
progression is the key;
not to be afraid to move
or change.
n Mood: dark but really
intimate
n Consumer insight: Real,
powerful, decisive, bold
but affectional woman.

16. +
Chanel

17. +
Chanel
n Key concept: Create your
own unconventional life - out
of the typical norms.
n Mood: chic, avant-garde,
artistic.
n Customer Insight: Original
Modern woman, with a high
appreciation for elegance
and prestige.

18. +
Christian Dior

19. +
Dior Visual Strategy
n Key Concept: Let yourself
into an imaginative realm
and experience a dreamlike
everyday life.
n Mood: theatrical, romantic
and luxurious
n Consumer Insight: An
elegant, demure while
charming woman with a
sense of nobility

20. +
Prada

21. +
Prada Visual Strategy
n Key Concept: Be at easy
and valorize all the
different facets of your
femininity.
n Mood: seductive,
sensual and retro
n Consumer Insight: A
strong, self-assured,
distinctive, savvy
woman.

22. +
Gucci

23. +
Gucci
n Key concept: Do not live
an ordinary boring life,
bring the glamour into it.
n Mood: mysterious, distant
and monochromatic
n Consumer insight: An
independent, sensual, a bit
vain woman.

24. +
Hermès

25. +
Hermès Visual Strategy:
n Key concept: Being in harmony
with your surroundings
effortlessly.
n Mood: adventurous while tranquil
and relaxed
n Consumer insight: A chic, elegant
and beautiful, vigorous woman
that does not need to attract
anyone’s attention.

26. +
Salvatore Ferragamo

27. +
Ferragamo Visual Strategy
n Key concept: Go through life
moments with glamour and
sophistication.
n Mood: composed and stochastic
n Consumer insight: A
sophisticated discreet woman,
glamorous and beautiful.

28. +
1.Analysis
B.
Communicatio
n Map: Cash
Cow -Sunglasses

29. +
Louis Vuitton

30. +
Main competitors (Selected
Ads S/ S 13 & A/W 13-14)
• Gucci
• Chanel
• Balenciaga
• Burberry
• Prada
• Bottega Veneta
• Givenchy
• Salvatore Ferrragamo
• Dior
• Fendi

31. +
Prada

32. +
Gucci

33. +
Dior

34. +
Balenciaga

35. +
Chanel

36. +
Givenchy

37. +
Savlatore Ferragamo

38. +
Bottega Veneta

39. +
Burberry

40. +
Fendi

41. Seductive
Romantic
To make a
statement
Communication Map
to disappear

42. + Consumer
Clusters
.

43. +
Walk on the Wild Side
Elements:
• Black and white shots,
grey scale
• Indifferent or contempt
looks
• Rock aesthetics
“Young and sexy women,
leaving an
unconventional free of
restrains lifestyle, like a
rolling stone”

44. +
In the Year 2525
“ Women that are progressive and
innovative, looking forward to the
Elements:
• Cold shades of grey and white
• Distant attitude
• Artificial, man made elements
prospects of the future”

45. +
The Dynasty Revamped
“ Wealthy women, of high social
status, elegant and sophisticated”
Elements:
• Wealthy backgrounds
• Jewellery
• Delicate postures

46. +
Mediterranean Beauty
(Mediterraneo)
“ Mediterranean classical beauties
full of passion and lust for life”
Elements:
• Red colour
• Mediterranean natural elements
• Lace

47. +
Elements:
• Baby pink rose
• Floral patterns
• Gentle facial expressions
• Retro aesthetics
Candy Girls
“ Beautiful Sweet Women,
reminiscent of the preppyness and
innocence of past decades”

48. +
As Spring Blossoms
“ Tranquil Women witnessing and
appreciating the rebirth of nature,
women that cherish nature and
pause to admire it”
Elements:
• Flowers
• Women alone
• Sunlight

49. +
Living in the blue grid
Elements:
• Geometrical shapes of
nature
• Blue colour of the
background – Blue scale
• Open air
“Independent Women
who perceive their life
as a joyful trip”

50. + 2. Strategy for
the New Brand
v New Positioning
v Visual Strategy for our
New Brand

51. Seductive
Romantic
To make a
statement
to disappear

52. +
New visual strategy
n Key Concept: being real and
fearless to dive into your own
romantic fairytale
n Mood: adventurous, oriental,
enigmatic, romantic
n Consumer Insight: a
cosmopolitan woman with a
rich background. She has no
prejudices and strides into
the unknown with natural
grace and self-confidence.
Concept
New brand
Consumer Mood

53. +
3. Creativity:
One fashion
film
v Moodboard Ideal
Consumer
v A narrative Plot
v Frames with Images and
Actions

55. +
Narrative Plot
Our protagonist, a
strong and
independent woman,
strides into an
unknown country to
explore it. Her courage
and boldness reward
her with unforgettable
adventures and open
the doors to something
even more exciting her
own personal treasure.

56. u Our protagonist is
taking the plane alone
and flying to the
beautiful Arabic city.
She is checking-in in 5-
star hotel. She hides
her eyes behind our
new LV shades, her aim
– to have a nice time
and to enjoy new
country be herself.
u She decides to take the
walk to the city market
where she is enjoying
this experience. She is
relaxed and inspired.
u Suddenly, the owner of
the small jewelry shop
gives her strange
object. She opens it and
realizes that it’s a
treasure map.

57. u Without a doubt, she decides
to take the trip to find the
destination point and the
scenery changes to the
desert. A Caravan is bringing
her into the wild, she is
fearless and beautiful. She is
wearing sunglasses to
protect her eyes from bright
desert sun, but still she is
glamorous even during the
trip.
u After a while, members of
the expedition are seeing
something far. They claim it
is a mirage. Our protagonist
decides to reach it.

58. u Our protagonist appears in
oasis where paradise birds
are flying around and exotic
flowers growing. She is at the
destination point. Alone, she
is walking around and she is
amazed.
u Finally she founds what she
was looking for – an old
Louis Vuitton trunk. She
opens it… And our story
finishes on the most
intriguing moment. So the
viewer will be engaged keep
on reflecting on the story.