Below is a link to WGSN in the Marketing section for Spring Summer 2011 seasonal ad campaigns. These could be helpful when thinking about the marketing for our products ....

http://www.wgsn.com/content/report/Marketing/Campaigns/Seasonal/Spring_Summer_2011/s_s_11_seasonal_adcampaignsanalysis.html

Both of the images below are the logo's for Louis Vuitton and Sony. When thinking about creating our product we need to decide whether to create our own brand logo or whether to just keep it as it is ...

Above is a screen grab of the inside of a current Louis Vuitton handbag which we liked, so were thinking of using this as inspiration for the lining of our bag ...

Colour Trends ...

Okay, so we were saying the other day that we like the idea of using the classic colours of Louis Vuitton for the outside of the bag (without the motif) but then incorporating a different colour into the lining of the bag, or for the skin for the laptop.
I have done some research from WGSN into colour trends for Spring/Summer 2012, so that we can get an idea of what is coming into trend, and whether we want to incorporate these ideas into our product.

Colour Analysis

The colour barometer tracks the evolution and development of specific colour. The colour matrix is available as an Illustrator download tool and is user-interactive so you can build and customise your own palettes. It displays the seasonal palette in colour families from left to right, and tonal levels from top to bottom. The levels analysis explains the seasonal colour depth and tone.

Colour Inspiration

Seasonal message

In a season with no one direction or leading trend, the driving influence for colour is that of enhanced processes, which explore what we see when images pass through the camera, the computer, the printer, the internet or physically applied art, and overlays in a cycle of shift and distortion.

Applied lacquers add refinement to darks. Caked-on pigment and laser-light brights are used selectively on backdrops of desert and darkness. Mid-tones are derived through processes of time, with natural growth or synthesised ageing. Nostalgic filters alter and soften cool pastels, while veiled and impure neutrals offer a raw, minimal narrative.

Colour barometer

Pale neutrals take on a primitive and raw quality, a clear move on from the stark and unprocessed white of autumn/winter. Yellowed tones of ecru, vanilla and buttermilk are key.

Warm tones of peach, saffron and orange emerge, and brown appears as a single essential dark.

Pinks sit in both the red and purple areas; there is a brownish cast to pale pinks with tea-stained dusky hues. Life-affirming warm reds have an orange cast for coral, intense fiery shades, deeper baked reds and intense cochineal.

Layering of yellow is a key message, used tonally from retro vanilla and buttermilk through to fresh primrose and yellow-green citrus tones.

Green remains a key colour group with two distinct messages. Yellow/green cast with gleaming olive shades, and blue/green cast with the teals being replaced by softer aqua and pine.

Blue continues to provide one of the most changeable areas. Cool and clear blues move on from last summer’s turquoise, with lilac-cast blue. Indigo emerges as an important dark.

Purple and pink merge, with pink-hued purples and cool, blue-cast pinks.

LOUIS VUITTON F/W 11-12

I thought it would be useful to have a look at the most current Louis Vuitton bags seen on the fall/winter 11-12 runway to to get an idea of textures, colours and bag shapes.

The collaboration between Fashion and Luggage ...

The collaboration between Fashion and Luggage

The current fashion for large handbags means that they can be used to transport hand luggage, rather than a dedicated holdall or rucksack.

With six in ten adults currently owning luggage, purchase, apart from replacing broken items, will often be a lifestyle choice rather than a necessity.

Thus, luggage purchase will compete with a whole range of pre-holiday spending. This ranges from the more expensive cameras and sunglasses, to lower-ticket items such as beachwear, books and suncare products.

The decision of whether or not to purchase luggage may also be taken in the context of other bags such as handbags and sports bags, with, in times of economic hardship, consumers having to choose just one type to buy at a time.

Spend on handbags has risen significantly over the last few years – being worth an estimated £468 million in 2007 compared to £238 million in 2003. Fashion has been a crucial factor in the development of this market. It has led to shortening replacement cycles, multiple ownership and greater willingness to spend at higher price points with certain bags and brands becoming ‘must-haves’ such as Hermès’ Kelly bag, YSL Muse.

This trend has been strongly influenced by WAGs and other celebrities and it is quite possible that it could extend into the luggage market as consumers become more aware of their ‘total look’. It is most likely to affect bags that are used as hand luggage and thus stay with the consumer (and are also not subject to the rough treatment dealt out by baggage handlers). There is scope here for celebrity-endorsed luggage; Posh and Becks are famed for travelling and could team up with Louis Vuitton, Kylie and Samsonite for instance, and perhaps Madonna and Gucci creating a range?

The differences between handbags and luggage are also blurred by the current fashion for large handbags, which are able to double up as a holdall. In Mintel’s research for this report, almost a quarter of women had used a large handbag as a piece of luggage when travelling.

Strengths and Weaknesses in the Market

Strengths:

Luggage is considered a necessity.

It is easily available from a wide range of retailers and, increasingly, online.

There is a lot of choice of styles, materials and colours.

New technology is providing both better-quality products and meeting the consumer’s need for lighter luggage.

Increased use of celebrities and fashion trends may help drive sales.

Weaknesses:

Not a regular buy.

Bought as a necessity rather than consumers are attracted to it.

Economic gloom will mean that consumers continue to cut down on non-essential purchases.

Less travel will mean longer replacement cycles.

Less scope to bring luggage on holiday due to less weight allowances.

Expensive to take excess luggage when travelling.

Most consumers have little interest in luggage brands.

LOUIS VUITTON PRODUCTS

Below are some screen shots taken directly from the Louis Vuitton website. They show just how broad the range of products are. Ranging from handbags, travel bags, wallets and coin purses there is plenty to choose from.

Here are some examples of the actual products and the prices...

Handbags

Shoulder Bags and Totes

Top Handles

Clutches and Evening

Travel

Softsided Luggage

Rolling Luggage

Hardsided Luggage

Travel Accessories

Wallets and Coin Purses