Louis Vuitton breaks Xiaohongshu livestream record

FRAGILE: Under pressure to maintain healthy growth in the second quarter of 2024, Louis Vuitton went the extra mile in China on Friday with an experimental resee livestreaming on Xiaohongshu, giving the platform’s fashion-loving audience an up-close look at the latest items from the brand’s pre-fall period. Collection 2024 shown a day earlier in Shanghai, including a historic collaboration with Sun Yitian, a Beijing-based artist known for her paintings of inflated animals.

The high-production value session – held at the Long Museum, the same venue as the show – brought together talents including brand ambassador Elaine Zhong, singer Amber Liu, stylist Lucia Liu, influencer Yuyu Zhangzou, Christie’s Cece Wang and model Chu Wong . with the public while exclusive items from the collection are shown.

Most items can be pre-ordered from an online pop-up store on Xiaohongshu. The public can also make appointments online to discover the range in offline stores.

The event attracted more than 470,000 unique visitors, setting a record for luxury livestreaming on the popular social commerce platform. The pre-fall 2024 show, the first collection under Nicolas Ghesquière’s Voyager Show format, was viewed more than 145 million times online worldwide.

This online experiment marks the first time Vuitton has opened up the resee experience to a wider audience. Previously, only a limited number of high-spending customers were invited to receive the first new items the day after the show.

From now until May 17, the date when the pre-autumn collection officially hits stores, the collection will be displayed in stores in Beijing, Chengdu, Hangzhou, Guangzhou, Nanjing and Qingdao, so that wealthy local customers can experience the collection in person.

Louis Vuitton, the anchor brand of LVMH Moët Hennessy Louis Vuitton’s fashion division, slightly outperformed the division average in the first quarter of 2024, group chief financial officer Jean-Jacques Guiony said on an earnings call.

The French luxury conglomerate said group sales fell 2 percent in the first quarter at current exchange rates. Organic sales of LVMH’s core fashion and leather goods division rose 2 percent in the period.

China remained an important market for the group. Guiony said LVMH saw spending from Chinese customers increase 10 percent in the first quarter, although there was a shift to purchasing abroad.

Japan was a popular destination, with revenues rising 32 percent as tourists took advantage of the weak yen, despite a series of price increases aimed at leveling price gaps.

Although the activities may take place outside of China, Chinese consumers still receive, consume and share fashion content on social media platforms such as Weibo, WeChat and increasingly on Xiaohongshu, a platform that is a combination of Instagram and TikTok, with a major focus on fashion and fashion. luxury.

Louis Vuitton was one of the first major luxury brands to join the platform in 2019. At the start of the COVID-19 pandemic in 2020, the brand was the first luxury brand on the platform to create interactive, original content in China as a tool to increase its online presence and offset the drop in traffic due to the lockdowns.

The brand now has more than 500,000 followers on Xiaohongshu and has received more than 1.7 million likes for its posts. The hashtag LV and its various forms have been viewed more than 5 billion times on the platform.