[CASE STUDY] Christian Louboutin Communications Mix

Christian Louboutin’s trademark glossy red soles are an undisputed stamp of fashion excellence. Launched in 1991 with a mission statement “to make shoes that are like jewels”, the designer has delivered season after season of fantasy footwear, and his expansion into accessories has proved every bit as sensational. From razor-sharp stilettos to lace-up boots and studded sneakers, Christian Louboutin is every woman’s first port of call for outfit-transforming wardrobe updates. (via Net-a-Porter)  

The luxury brand has been effective in selectively using promotional tools in order to communicate with the female and male target audience using a mix of advertising, PR, direct marketing and personal selling in their promotional activities; in a way that creates intrigue and exclusivity. 

Christian Louboutin Promotions

Looking at recent promotional activity, ATL communications are mainly used though  the brands first print ad campaign only emerged a couple of years ago.  ikely an initial idea to 

Advertising: 

With print ads only being introduced to the communications mix in recent years, Fall/Winter 2011 saw the release of ‘The Art of Renaissance’ print Ad campaign, inspired by paintings from the Renaissance era and photographed by Peter Lipmann. Past decisions to not include mass print ads is likely to have been strategy to keep brand exclusivity.  Though print ads are now included, these are limited to affluent magazine titles such as 'Harper’s Bazaar.’

Public Relations:

Promotional events are a main promotional activity for the brand.  A recently launched fashion exhibition was launched by Louboutin at the Design Museum, London in May.  Exhibiting until the 9th of July the art exhibitin showcases the shiny luxurious shoes around a red velvet space only interrupted by a stylish Dita Von Teese hologram.  Queen of modern day burlesque and sensual goddess Diva is featured in the exhibition adding further credibility to the sexiness of the heels on show.  The space is designed by Household Designs.

Christian Louboutin - Exhibition Trailer from Design Museum on Vimeo.

Direct Marketing:

By signing up to the Christian Louboutin website customers can receive latest updates about the brand via the newsletters. Doing this also allows the company obtain customer information building a database to send personalised emails. Alternatively, you can read the lastest issue of the Louboutin Times to keep up to date, also available on the website.  The video below takes a look at the invitations selectively sent out for private viewings of the exhibition at the Design Museum.  Another key example of direct marketing. The wax sealed invites were designed by Household and printed at London based, Royal Warrant Holders, Barnard & Westwood.

Christian Louboutin Invitations from Design Museum on Vimeo.

Maintaining a promotional strategy that is innovative and relevant is absolutely essential, even more so for luxury brands.  Without promotions the audience will not be informed about products and their unique characteristics.  Therefore, it is important to communicate with potential customers on a regular basis and update them about latest additions to the company product range.  This gives the Louboutin brand continued edge over competitors in attracting customers.

Written: The Market Eater

Tags: advertising art art exhibition barnard & westwood campaign case study christian louboutin communications design museum direct marketing dita von teese harper's bazaar heels hologram household designs luxury net-a-porter personal selling peter lipmann pr print promotion promotional mix renaissance shoes marketing communications