According to some studies, most consumers say that brand authenticity is the key to decide which brand to support. So we can conclude that authenticity is a big deal nowadays, authentic brands, authentic communication and authentic relationships with consumers. Luxury Safes Blog is here today to decide which luxury brand is more authentic between Louis Vuitton and Hermès.
Nowhere in business are the authenticity stakes higher than in the luxury market, where consumers’ trust in heritage, craftsmanship and quality is rewarded by their willingness to pay a premium for the privilege of ownership.
Louis Vuitton’s logo monogram canvas has a heritage that spans more than a century, being first introduced in 1896. But today, despite the high price commanded for its canvas totes, Louis Vuitton and those LV bags may be the world’s biggest perpetrator of logo pollution and it is for those who love to embrace the perfect luxury lifestyle.
Hermès‘ does the opposite of Louis Vuitton’s in-your-face branding. Its style is distinctive and immediately recognizable to the cognoscenti, though in our celebrity-obsessed culture the Hermès brand has become more widely recognized.
While Hermès rejects fashion celebrity endorsements as a marketing strategy, Louis Vuitton fully embraces it. For example, Angelina Jolie was paid some $8.5 million to represent the brand in a single ad campaign in 2011.
Celebrities may proudly wear Hermès but are not owned by the brand. Victoria Beckham is said to have an Hermès handbag collection worth over $2 million.
Exclusivity through carefully controlled distribution of a luxury brand collection is another hallmark of authentic luxury. Louis Vuitton operates some 460 branded boutiques. Hermès is not far behind with just over 300 boutiques worldwide, but that is where the similarities end. Louis Vuitton is also widely distributed across the globe in numerous luxury department stores. By contrast, Hermès strictly limits production and places to purchase its core product ranges. Plus, Hermès maintains a waiting list for people who want to purchase a Birkin, one of its classic bags that often requires a wait of two or more years or any limited edition bag to be honest.
Authentic luxury is at the core of the Hermès brand and what it stands for. Louis Vuitton, while it keeps up appearances, doesn’t measure up. To be authentic high-end brands, the designation must be earned (Hermès) not just a title claimed (Louis Vuitton). In the final analysis, Louis Vuitton is heavy on marketing, but light on authenticity. Hermès is the opposite.
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