Louis Vuitton has begun turning to younger audiences with the introduction of their new influencer campaign. This French Luxury house is aiming to reach younger audiences by extending its relationships with influencers. One of their main collaborations is with the social media influencer and Youtuber, Emma Chamberlain, with 11.2 million followers. Louis Vuitton is a popular brand with younger audiences, along with Gucci, because of their usage increase with social media. It has been proven through research that influencers, especially people like Emma Chamberlain, expand the audience and encourage young consumers to consider their brand. In a recent study, it was found that teens identify more with famous Youtubers than celebrities.
As a user of Instagram and Youtube, I follow Emma Chamberlian and subscribe to her Youtube channel. Her content is very relatable and she is has created a new side of Youtube, which is more relaxed. I appreciate her ability to be real with millions of people, and not be afraid to show her true self despite the possibility of being judged or disliked. Besides Youtube, she has become a fashion icon for my generation and is an inspiration to many young girls when it comes to style. Not only her style inspires me, but her ability to ignore the negativity that comes from internet trolls. Along with Emma, there have been other influencers such as Karlie Kloss and the Dolan Twins who have collaborated with Louis Vuitton and posted videos and images on their social media platforms. By utilizing influencers, Louis Vuitton has created a broader range in their audience and the intent to purchase items is much higher in the younger age group than older consumers. Gen Z is beginning to age up; therefore, their buying power is growing, so luxury brands are using many influencers to encourage those young consumers to consider their brand.
Louis Vuitton has always been one of my favorite luxury brands, but the improvement of their social media and the increased use of influencers, it has made me like the brand even more. Although the influencers have millions of dollars and can afford those products, many of them started from nothing with no money to purchase luxury items. At one point, they were an average consumer like I am, so it gives confidence and hopes to millions of young consumers that one day they will be able to be like their favorite influencers in relation to the brands that sponsor them.
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