Louis Vuitton is a renowned French luxury fashion and leather goods brand, established in 1854 by fashion designer and skilled craftsman Louis Vuitton. The company initially gained recognition for crafting high-quality flat-topped trunks, which were innovative and set new standards in luggage design. In 1991, Louis Vuitton entered the South Korean market with its inaugural store in Seoul. Since then, it has continuously evolved into an icon of luxury, known for its exclusive and meticulously crafted products and experiences.
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Louis Vuitton in South Korea appeals to a vibrant mix of fashion-forward individuals in Korea, discerning consumers with a keen appreciation for high-quality goods and experiences. Leveraging its art and travel heritage, it continues to captivate young consumers.
Timeless luxury: Louis Vuitton’s enduring presence in South Korea
In 1991, Louis Vuitton launched its first store Seoul, Korea. Since then, the French luxury brand has opened over 30 stores throughout the country, with most of them in Seoul. This also includes its flagship store with a sculptural glass front opened in affluent neighborhood of Gangnam in 2019.
Amid the rise of South Korea’s Hallyu wave, CEO of Louis Vuitton Pietro Beccari finds the brand expansion attractive. South Korea is a “cultural hub that continues to draw global attention”, as he expressed in a statement before Louis Vuitton’s 2023 fashion show.
As South Korea’s luxury goods market grows and its influence expands globally, South Korean consumers are becoming a crucial clientele for luxury brands including Louis. Louis Vuitton’s sales in South Korea in 2022 was up 15% from the previous year at KRW 1.69 trillion. Following behind were Chanel’s KRW 1.59 trillion and Hermes’ KRW 650 billion.
Louis Vuitton’s rising prices and sustained interesting among the MZ Generation
The MZ Generation is showing greater interest and even willingness to spend more in luxury fashion, travel, and lifestyle products and services. Louis Vuitton in South Korea has increased the price of its bestselling goods. For example, it raised its popular Alma BB handbag five times in 2021. As of April 2023, the bag was priced at KRW 2.25 million. This was a 29% jump from KRW 1.75 million in 2021. Moreover, it raised the prices its flagship store products two times more in 2022.
Despite rising prices, sustained interest in Louis Vuitton persists. Some are drawn to the brand for intrinsic reasons, such as quality or shared values, while many engage in the “flex” (플렉스) culture, sharing photos in Louis Vuitton to project an affluent lifestyle. Additionally, they resort to installment plans (할부) to afford these luxury items, employing financial strategies to engage in luxury consumption.
Louis Vuitton’s emphasis on cultural heritage and a travel lifestyle
Historically, Louis Vuitton has selected well thought-out collaborations with culturally significant artists and landmarks like the one with Japanese artist Yayoi Kusama in 2012 and 2023. In South Korea, Louis Vuitton signed a partnership agreement with the Korea Tourism Organization and the Seoul Metropolitan Government. The collaboration aims to promote the city through content and events in 2023, aligning with the South Korean government’s “Visit Korea Year 2023-2024”.
In April 2023, Louis Vuitton held for the first time a pre-fall fashion show in Seoul. Even though Seoul is not traditionally a home of fashion brands like Paris and New York, its prominence as cultural hub receiving global attention has led to Louis Vuitton holding the show in the culturally significant landmark of Jamsugyo Bridge. The show collaborated with Squid Game director Hwang Dong-hyuk, incorporated Korean traditional music, and invited world-renowned K-pop celebrities. Moreover, Louis Vuitton released a digital travel guide on Seoul and the Han River through its City Guide app. This app features a catalog of the luxury brand’s travel guides for various cities across the globe. All these initiatives tie back to the brand’s roots in travel and luggage, further reinforcing Louis Vuitton’s commitment to its heritage.
Louis Vuitton focuses on its official channels
Louis Vuitton focuses on maintaining the brand image as one of the most premium luxury labels on the market through official marketing channels, such as official websites and apps. It has locations inside some of South Korea’s most premium department stores such as Shinsegae, The Hyundai Seoul, and the Lotte Department stores.
Leveraging the Hallyu wave through iconic faces: New Jeans Hyein, BTS J-Hope, and Le Sserifim
Louis Vuitton partners with A-list celebrities, specifically K-pop groups known for their elegant and bold style. The brand’s iconic designs and distinctive image shine through in their global brand ambassadors, capturing the attention of the MZ Generation. Notable figures in this lineup include Hyein from New Jeans, J-Hope from BTS, and Le Sserifim.
A recent addition is Le Sserifim, a new K-pop girl group known for their bold and empowering songs like their recent release “UNFORGIVEN” and their debut song “FEARLESS”. They officially became Louis Vuitton brand ambassadors, chosen directly by Louis Vuitton’s Artistic Director of Women’s Collections, Nicholas Chesquière. Chesquière who was inspired by the “energy the group showed through their performance” at the after party of the brand’s Women Pre-Fall show in May 2023. The five members were dressed in “reimagined” Louis Vuitton GO-14, the Noé purse, and Pochette Ecusson bags, all in statement colorways.
Louis Vuitton: the opening of pop-up restaurants and innovative collaborations
Louis Vuitton in South Korea is shifting its focus toward the younger MZ generation, which is more willing to indulge in luxury experiences rather than the ownership of luxury material goods. This shift is particularly evident in Louis Vuitton’s sales strategy in South Korea, where the fashion house has been involved in co-branding in South Korea. It has collaborated with celebrity chefs and pop-up cafés, aiming to position Louis Vuitton as a brand associated with a luxurious experience.
Woori Louis Vuitton: a new pop-up restaurant offering a unique fine dining experience
Woori Louis Vuitton is a pop-up restaurant collaboration with celebrity chef Cho Hee-Sook. Operating from November 17, 2023, to February 8, 2024, in the affluent Cheongdam-dong neighborhood in Gangnam, it marks the brand’s fourth pop-up restaurant in Seoul.
To stand out in South Korea’s saturated high-end café market, Louis Vuitton crafts artistic structures with traditional Korean elements, like wooden features resembling ones found in a hanok (한옥), a traditional Korean house. It offers customers a luxurious fine dining experience while enjoying the Louis Vuitton brand, serving Korean-inspired fine dining dishes with premium ingredients such as caviar.
Camel Coffee x Louis Vuitton: an innovative pop-up café to check out before you shop in-store
Louis Vuitton’s new pop-up café collaboration with Camel Coffee, a South Korean coffee chain that has in affluent parts of Seoul, reflects the brand’s commitment to travel and lifestyle. The coffee chain has multiple locations, including Cheongdam-dong, Seongsu-dong, Dosan, and within The Hyundai Seoul Department store. The brand paid meticulous attention to detail, from chef selection to cultural relevance, partnering with chef Pierre Sang Boyer, known for Parisian establishments, highlighting international fusion.
Camel Coffee’s European villa-inspired ambiance aligns with Louis Vuitton’s emphasis on a luxurious travel lifestyle. Situated near Louis Vuitton stores, the café enhances the post-shopping experience. Boasting a prominent LED Louis Vuitton logo, it has become a favored spot for young Korean women seeking Instagram-worthy moments. These accessible café collaborations effectively foster brand connections with the MZ generation, offering visually appealing interiors and premium pastries.
Louis Vuitton targeting South Korea’s MZ generation
- Louis Vuitton entered the South Korean market in 1991. Since then, it has strategically expanded to over 30 stores, including a flagship store in Seoul’s Gangnam district. In 2022, it experienced a 15% sales increase compared the previous year.
- South Korea’s MZ generation continue to show interest in Louis Vuitton’s luxury goods despite rising prices. Known for their you-only-live-once spending habits, they explore different financial strategies like installment plans to buy them. Their continued purchasing also reflects the societal pressures and a cultural interest in status symbols.
- Louis Vuitton held a pre-fall fashion show at Jamsugyo Bridge in Seoul in 2023. This was the first time it held a pre-fall fashion show offline. This event not only highlights its connection to its cultural heritage and travel lifestyle but also also showcased the profound influence of South Korea’s Hallyu wave.
- Targeting South Korea’s MZ generation, Louis Vuitton collaborates with bold cultural influencers like New Jeans Hyein, BTS J-Hope, and Le Sserifim. This collaboration aligns with the brand’s iconic and empowering image.
- Louis Vuitton’s marketing strategies in South Korea focus on maintaining a premium image through official channels,A-list collaborations, and luxurious experiences.
- Louis Vuitton is reinforcing its commitment to luxurious experiences through initiatives such as pop-up restaurants, like the one with Woori Louis Vuitton collaborating with Michelin-star chef Cho Hee-Sook. Additionally, innovative cafes like Camel Coffee offer a luxury lifestyle beyond material goods, providing another notable example of the brand’s dedication to elevated experiences.
