Can be even more sophisticated in marketing related to books, LV limited time bookstore closes early | LV limited time bookstore
Three coffee shops in the bustling city of Shanghai have transformed into LV limited time bookstores. Buying two books can earn you a canvas bag with the LV brand logo printed on it. In recent days, "buying books and giving bags" has not only caused a long queue outside three coffee shops, but also sparked discussions on social media. On the morning of June 30th, consumers who arrived at Manner Coffee on Fengxian Road found that the store had posted a notice saying "the bookstore is temporarily closed" and had resumed selling only coffee.
On June 29, the three coffee shops participating in the event had issued a notice through WeChat official account and public comment account respectively: "Louis Vuitton Time Limited Bookstore" was closed at 20:00 on July 1. This means that the three limited time bookstores originally scheduled to open until July 9th will close early.
The three coffee shops participating in the event have all issued "Limited Time Bookstore Adjustment" notices, featuring pictures of luxury goods, books, and canvas bags. The combination of these three elements has propelled LV Limited Time Bookstore to the forefront. The minimum cost for a book is 290 yuan, and to get a "free" canvas bag, the minimum cost is 580 yuan. For both books and canvas bags, such prices are perceived by the general public as a bit high. But for luxury goods, a few hundred yuan may be the "lowest" - "580 yuan to get your first LV bag". Buying a book and giving a canvas bag may seem like a gift, but in the eyes of many people, spending a few hundred yuan is not about buying a book, but about the luxury logo on the canvas bag.
Netizens drying out LV flash bookstore "harvest" picture is a "buy a box to return pearls"? Time-limited bookstore opened the first two days, there are book industry evaluation, fortunately not reduced to "buy canvas bag to send two books".
Compared to the Prada market that has appeared in Shanghai before and the joint milk tea launched by Fendi and HEYTEA last month, LV's book selling is indeed a "business". What many people don't know is that Louis Vuitton, known for its luggage and luxury goods, is still the only global luxury brand group with its own publishing house. Gaston Louis Vuitton, the grandson of the brand founder who passed away in 1970, is a fan of art and literary books and has founded three book collections. After the establishment of Louis Vuitton Publishing House, it has successively published publications such as city guides, sketchbooks, photography collections, and literary stories.
In this pop-up bookstore, the lowest priced "City Guide" series was Louis Vuitton's earliest publication series, followed by the "Journey" series and photography collection "Fashion Eye" series launched in 2013. Taking "Travels" as an example, Louis Vuitton invites artists from different countries to explore major cities and remote areas, and publishes these creations in collections according to their destinations, with LV collecting the original works of the artists. Strictly speaking, this is a series of art book projects.
In 2018, the "Journey to Reading: The Art Exhibition of Louis Vuitton" was exhibited at the "Art Museum with Bookstores" Shanghai Mingzhu Art Museum. Afterwards, books were also an important element in LV's multiple themed exhibitions held at the Shanghai Exhibition Center.
The "Journey to Reading: Louis Vuitton Art Exhibition" held in 2018. The "Journey to Reading" series, priced at 440 yuan, is quite valuable for art books. The original works of the artists in the album are pleasing to the eye, and the binding of the books is exquisite. Holding them in hand is quite enjoyable. On social media, some netizens shared their experience of buying books at LV boutiques, believing that it is a suitable gift for friends, in line with the gift giving principle of "not necessarily practical, but with style", which has been recognized by many people. "It turns out that LV still has such a beautiful book for sale.". When some netizens share their purchases of popular packages, the salesperson sometimes says "take one more", and the "City Guide" series may become the most cost-effective "distribution".
The reporter learned from some of the "Journey" and "City Guide" series pictures on LV's official website that Louis Vuitton and its boutiques sell books on a daily basis and hold a publication operation license. This temporary sales activity has been registered, and the sold books also have import book numbers.
Industry insiders point out that opening a bookstore is one of the common marketing models in the luxury goods industry in recent years, and LV opening a bookstore is not a new thing. LV opened a newsstand during last year's Anaya fashion show. At that time, buying a book could receive a free canvas bag, with the same style as the limited time bookstores of three coffee shops in Shanghai this year, but the difference lies in the color. That is to say, we are going to get canvas bags this year - with a price increase. To gather canvas bags of different colors from three limited time bookstores, many young people traveled between the three coffee shops. "Why are you so tired?" On the journalist's social circle, someone posted an e-commerce link for the Anaya LV canvas bag, priced at tens of yuan.
Netizens share pictures of three LV limited time bookstores checking in in a day. Why did LV limited time bookstores close early? Some people speculate that it is not unrelated to the comments, especially when it comes to being "foolish, poor, and vain" that catches people's attention. Of course, commentators have their own perspectives, and many consumers have refuted this by saying, "How happy can we spend our own money?" Consumers have different purchasing motivations, and the sense of value they gain from it is also diverse. It is difficult for a single value to summarize and measure everyone's consumption behavior.
In the eyes of reporters, LV's three limited time bookstores in Shanghai are actually quite thoughtful. Firstly, the site selection for three roads, secondly, the selection of three coffee shops, and thirdly, the allocation of three conceptual colors. The three roads are all places in Shanghai that combine fireworks and fashionable atmosphere, each with its own characteristics; The three coffee shops are also quite representative, and the three concept colors are respectively from the theme colors of the Beijing, Shanghai, and Chengdu special editions of the City Guide. The blue-green Shanghai corresponds to the local brand Manner in Shanghai, and the red Beijing is presented by the boutique coffee shop Tieshou from Beijing... Due to the use of canvas bags for check-in, consumers who are already coffee enthusiasts are exposed to a rich and colorful coffee culture. They are also surprised to receive a special cup set.
Unfortunately, whether it's the story of the book, the story of the coffee, or the story of the road, it seems to be drowned in the noise of "580 yuan per canvas bag". If this is a grand marketing campaign for luxury brands, the failure may lie in it.
In March of this year, there was also a scene of a long queue of bookstores on Dongping Road in Shanghai. Skincare brand Aesop has transformed its store into a pop-up bookstore, offering over 10000 women's themed books purchased from four local bookstores in Shanghai for consumers to collect for free. A large number of young people queue up to collect books, and the book list provided by the activity is also widely circulated.
Books, coffee, and fashion can all make life better. The beauty of a city comes from diversity. The marketing related to books can be more sophisticated, right?
