Louis Vuitton’s Collaboration with Streetwear Culture

Abstract

Luxury brands have long been associated with exclusivity, craftsmanship, and heritage. In the past, luxury goods were a symbol of status and wealth. The audience may be more elite. However, with the popularity of internet shopping growing and the attention that luxury brands receive from mass media increasing, the audience of luxury goods has become wider, and luxury brands have become accessible. In recent years, many luxury brands have begun to embrace cultural trends and collaborate with artists, designers, and influencers to reach new audiences and stay relevant in a rapidly changing marketplace. One such brand is Louis Vuitton, which has successfully linked its products with the streetwear culture, a trend that has gained significant traction in recent years. This way, Louis Vuitton can attract more young people, the group with the strongest consumption ability. This paper will explore Louis Vuitton’s initiative to link its products with streetwear culture and show its success.