Comunicação e publicidade no luxo: exponibilidade e estratégias comunicativas da Louis Vuitton

Abstract

The luxury market is transforming in the face of changes in the contemporary global landscape, demanding effective communication strategies from brands to maintain their image of exclusivity and prestige. In this context, this article analyzes how Louis Vuitton (LV), by expanding its presence across different types of media, uses advertising to maintain a cohesive and sophisticated narrative, reinforcing its image of luxury and tradition with a wider audience. To this end, the study is based on qualitative research, consisting of a literature review of luxury, consumption, and communication. We analyze the brand's digital presence and content on its Instagram profile, such as excerpts from advertising campaigns, as well as artistic collaborations in its collections, the use of Artistic Capitalism in different forms of advertising, experiences in its physical spaces, and participation in global media events. The results of this research demonstrate how LV adapts to new technologies and consumer behavior while maintaining the essence of luxury communication. Therefore, it is concluded that the Maison has established itself as a reference in luxury market communication, demonstrating the integration of different platforms to construct a cohesive, sophisticated, and desirable narrative.