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LVMH Mixes Luxury Content With Commerce On Nowness.com

LVMH Mixes Luxury Content With Commerce On Nowness.com
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Louis Vuitton Moet Hennessy (LVMH) has launched Nowness.com, a web platform that allows luxury brands to showcase high-quality branded film content against a more sophisticated design aesthetic and insider editorial voice.

Paloma M. Vazquez
  • 30 march 2010

Global luxury group Louis Vuitton Moet Hennessy (LVMH) has launched Nowness.com, a web platform that allows luxury brands to showcase high-quality branded film content against a more sophisticated design aesthetic and insider editorial voice that luxury-goods consumers have come to expect – and that the broader audience of YouTube or Vimeo might not currently call for.

Digital commerce company Create The Group worked with LVMH to develop and launch Nowness, replacing their eLuxury online shopping portal. The site is updated daily and will house exclusive slide shows, short films, videos, interviews and interactive projects about fashion, art and film. Content includes an interview with visual artist Jeff Koons, an article on Campari cocktails, video artist Todd Cole’s experimental sci-fi fashion films for Rodarte’s autumn/winter 2010 collection and animator/director David OReilly’s 3D portraits of Lady Gaga.

The key idea driving Nowness is arguably that luxury goods shoppers – and those that aspire to buy them – buy into the culture of luxury, and not just quality craftsmanship.

According to Kamel Ouadi, global digital media director for Louis Vuitton,

“Luxury is a culture, so you have to be in the know, to get backstage, behind the scenes. I think it will provide unexpected stories that are fresh, pure, emotional and beautiful.”

Nowness will serve as a home for branded entertainment for the luxury good market. Content will be funded through advertising but also backed directly by luxury brands, which can pay to feature their own content or commission original content for Nowness.  The site’s business model is based on custom publishing – and not on sales of Louis Vuitton handbags or Chanel sunglasses.  Brands will promote themselves via engaging storytelling – with the predication that this ultimately breeds a long-term relationship with consumers to breed subsequent sales.

[via ‘Boards Magazine]

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