Les Journées Particulières 2018 will open LVMH’s doors to Chinese consumers
Luxury conglomerate LVMH regularly opens its doors to give consumers a taste of the culture and artistry behind them. This event, Les Journées Particulières (LJP), is a standout in the luxury calendar: some of the biggest names in the world, like Louis Vuitton and Christian Dior, will let the public take a look inside and see how everything ticks. The curated event is expanding each year – and this year will be the biggest yet. According to Antoine Arnault – son of the company’s chairman and CEO, as well as LVMH’s head of global communications and the CEO of its Berluti brand – this year will offer Chinese consumers unparalleled access.
Check out the kind of experience consumers can find at LJP below
Arnault says that Chinese consumers can expect to see Chinese-speaking guides at a number of the event’s biggest experiences. He also said that the company’s dedicated LJP app will be available in Chinese, along with a series of podcasts including candid conversations and “sound tours” with some of the brands’ key creative minds.
Discussing whether there would be any actual sites open in China, Arnault told the South China Morning Post: “Many people think we only sell in China and there is nothing to see, but we do have some intriguing places such as a Chandon winery in Ningxia, northwestern China. Long daylight hours, well-irrigated soil and a protected environment make it ideal for growing grapes.”
“Since 2013, we have been blending age-old French savoir faire with Chinese modernity to make sparkling wine that is slightly sweet and a good partner with Chinese cuisine. However, there are some concerns such as the long travel distance from major cities to Ningxia. So we are still assessing the best possibilities.”
Speaking more generally to the company’s approach to China, Arnault added: “We don’t do marketing the way people think. There are no market or trends studies. We don’t think: “OK, Chinese like red. Let’s do something red." We trust our designers to create products that connect with our customers and we give them that creative freedom.”
“What we do is to place products beautifully in the stores and plan some campaigns around what they create. In mid-June, we chose Shanghai to host our first “DARE” initiative outside Europe. The internal call for ideas went to nearly 6,000 employees in the Asia-Pacific region and eventually 60 were selected to turn the ideas into business plans. Three winning ideas are going to be implemented, including customising luxury goods in a sustainable way.”
Dominion holds LVMH in its Global Trends Luxury Fund.
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