Brand Slam: Burberry vs. Louis Vuitton

This month's Brand Slam compares the experiential strategies of two designer brands: Burberry and Louis Vuitton
This month's Brand Slam compares the experiential strategies of two designer brands: Burberry and Louis Vuitton

In this month's Brand Slam we pitch the experiential marketing strategies of two designer brands against each other: Burberry and Louis Vuitton.


Event structure:

The brand keeps its cards close to its chest, but we do know it worked with DreamWorks Animation’s tech company NOVA on its recent ‘Curve’ activation at Piccadilly Circus.

Social footprint:

Burberry has just over six million followers on Twitter, more than 17m likes on Facebook and 6.2m followers on Instagram.

Recent campaigns:

In the run up to Christmas Burberry launched an interactive marketing campaign, which enabled consumers to personalise the famous curve screen in London’s Piccadilly Circus. Inspired by its monogrammed scarves, passers-by could visit a microsite on their smartphone, choose their favourite scarf and monogram their initials on the accessory. The scarf was then broadcast on the screen, with fans of the brand able to use their phones to change the direction the scarf was flying in.

The brand also teamed up with Google in November to offer a personalised interactive photo booth experience at its flagship store in London’s Regent Street. The booth enabled customers to star in their own version of the Billy Elliot-inspired Christmas advert.

Latest campaign:

Following London Fashion Week AW16 last month, the brand made its AW16 collection available to check out and purchase directly via a branded app on Apple TV. The app also allows interested purchasers to request a call from a Burberry customer service consultant to pre-order select items from the collection. Fashionistas could also watch a live stream of the show, with the soundtrack available to purchase through the iTunes store, and it could be live streamed via the Burberry Apple Connect page on Apple Music.

Louis Vuitton

Event structure:

The brand worked with Fisher Productions on its Series 3 exhibition, and has worked with the likes of creative agencies Suburbia, Portas and Kommando.

Social footprint:

Louis Vuitton has close to 5.5m followers on Twitter, 18.3m likes on Facebook and 9.9m followers on Instagram.

Recent campaigns:

In celebration of London Fashion Week SS16 last September, Louis Vuitton created a special exhibition known as Series 3 , which took visitors on a journey through the creative influences behind its AW2015/16 collection. Exhibits included a Louis Vuitton trunk filled with creative director Nicolas Ghesquière’s inspirations and a walk-in wardrobe of key pieces from the collection, while a geodesic dome referenced the structure built for the brand’s show at the Fondation Louis Vuitton in Paris last March. 

Latest campaign:

February saw the brand unveil a special exhibition and art collection at its Fondation Louis Vuitton building in Paris. Designed to celebrate Chinese contemporary art, the exhibition will be available to view until April, and features the work of 12 individuals of different generations, who live in China. The art collection features the work of 11 artists, and will be on open until September.


Event says...On this occasion we think Louis Vuitton just clinches it due to the fact its experiences are more immersive for the fashion fan.

Comment below to let us know what you think.

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