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Interface News Reporter | Chen Qirui

Interface News Editor | Lou Qiqin

The Paris Olympics closed in the early morning of August 12, and brands involved in Olympic marketing began to calculate whether their inputs corresponded to their output effects.

For example, Mengniu and Yili, the splash caused by the former hiring Zhang Yimou to shoot a promotional video is obviously not as high as the discussion caused by the latter using Lu Yu to play a joke.LVMHThe Group invested1.5100 million euros (approximately RMB12This is a considerable expense given the cooling of the luxury goods industry.

As the two largest brands under the group, Louis Vuitton and Dior have the most intensive Olympic marketing. Louis Vuitton designed the torch box, award tray and volunteer uniforms;Lady GagaarriveCeline Dion, Dior sponsored the costumes for the opening ceremony performers. What they have in common is that they frequently announce athletes as spokespersons, ambassadors or close friends before the opening of the Olympics.

Other smaller brands are also looking for opportunities to participate in the Olympics. The medals are designed by the jewelry brand Chaumet Paris, and the French team's formal wear is fromBerluti, even Sephora, which sells beauty products, has used the torch relay as a marketing entry point and has wonLVMHInvestmentFenty BeautyIt has reached a high-level partnership with the Olympic and Paralympic Games.

For small brands, this is a rare opportunity for large-scale exposure.

in recent yearsLVMHThe group has increased its investment in the hard luxury sector, with its biggest move being the acquisition of the American jewelry brand Tiffany. In order to compete with the Richemont Group, which owns Cartier and Van Cleef & Arpels,LVMHThe group must increase its overall voice in the hard luxury sector, and jewelry and watches often attract more high-net-worth individuals, helping luxury groups to survive unstable periods.

Compared with Tiffany and Bulgari in the same group, Chaumet, although with a longer history, still faces the problem of insufficient popular models.BerlutiLikewise, it has appointed former Dior menswear designerKris Van AsscheAs the creative director, he tried to achieve younger branding and target a larger market through a series of initiatives such as launching sneakers. He also came to Shanghai to hold a press conference during the epidemic.

Whether it is making medals or designing formal wear for the French team, such initiatives bring more attention to craftsmanship and technology, which to some extent allows the brand to maintain its core image in a large amount of exposure without losing its focus. For brands that have established a wide range of reputations, such as Louis Vuitton and Dior, sponsoring the Olympics is more concerned with enriching the diversity of the value system.

Take Louis Vuitton as an example. In recent years, it has clearly positioned itself as a cultural brand, like Coca-Cola or Apple, and it is best to be able to guide the direction of culture.Virgil AblohAnd those who became famous in hip-hop musicPharrell WilliamsHe is the creative director of men's wear, and his spokesperson selection has expanded from entertainment stars to athletes.

Considering that the influence of sports brands and athletes has also been extended to the fields of fashion, music, culture and art in recent years, these large luxury brands that are closely related to popular culture will naturally promote the renewal of values. The Olympic Games also place great emphasis on the integration of cultures from different countries and levels, which is a direct channel for Louis Vuitton and Dior to present diverse values.

But on the other hand, compared withF1The public has already assumed that events such as tournaments and tennis open tournaments require high investment and high expenditure for participating athletes. The values ​​of equality and integration behind the Olympics may also cause an emotional backlash among a wider audience against luxury brand sponsorship and intensive exposure.

LVMHGroup Communications ResponsibilityAntoine ArnaultIn an interview with Women's Wear Daily, he responded to this question. He said that the group's brands' participation in the Olympics is more inclined to highlight culture, craftsmanship and creativity rather than showingLogo; At the same time, as one of the largest companies in France, it is only natural for us to contribute to the Olympic Games.

Judging from the actual results, the public has not shown any negative emotions towards the "implantation" of the LVMH Group. This may be because people have subconsciously assumed that fashion and luxury goods are the representative elements of France, and Louis Vuitton and Dior are indeed part of the history of French fashion.

However, as the luxury goods industry cooled,1.5How many times the return on the billion-dollar expenditure can be is another question that needs to be faced. Luxury groups and their brands are keen to market and maintain their image through large-scale projects such as catwalks, exhibitions or sponsorships, but if these initiatives do not bring sales as expected, it may eventually lead to lower profit margins.

Antoine ArnaultThe ultimate goal of sponsoring the Olympics is not to significantly increase sales, the company told Women's Wear Daily. However, Louis Vuitton and Dior still launched Olympic-themed windows in their stores on the Champs-Elysees in Paris to attract more consumers. Louis Vuitton also selected a series of products on its official website for limited-time marketing with the theme of watching the games.

But at least it is certain thatLVMHThe group has proven its ability to bring exposure, traffic and even subsequent commercial conversion in large-scale events such as the Olympics. In the future, it will be more likely to cooperate with more top events. The extension of values ​​may even allow luxury brands to further get involved in basketball and football.——Louis Vuitton has collaborated with Messi,CLuo and Wen Banyama collaborated.

There are many wealthy groups among the audiences of these two sports, but they are also deeply connected to the general public, among whom football hooligans and football gangsters are even more“specialty”This has caused luxury brands to keep their distance in the past, and it has also made it difficult for brands today to incorporate their values ​​into their games. However, football and basketball have a higher level of attention and traffic than any other sport in the world.

As for the short-term effect, perhaps it is to letLVMHThe group is competing with RolexFormula 1Formula 1 Championship official partnership to enhance the persuasiveness of the competition. According to Forbes magazine,LVMHThe Group may2025Year1The month began to becomeF1official partner, but the news has not yet been confirmed by Rolex andLVMHOfficial confirmation. If an agreement is reached, the group's watch brand TAG Heuer may lead the partnership.