Andrew Burnstine – Retail Matters

When LVMH recently announced the launch of 22 Montaigne Entertainment, a central platform connecting the company’s 75 Houses with the entertainment industry, the move left viewers eager to see stories about brands from Barbie to Nike. It was more than an attempt to take advantage of someone.

It was also a survival strategy in a world where traditional forms of mass media advertising were becoming less effective.

“Most people now consume entertainment through a variety of streaming services, and many people, especially wealthier people, find their entertainment interrupted by ads,” said Anish Melwani, CEO of LVMH North America. “We’re paying money to make sure that we don’t do that.” “Of course, we’re going to continue with campaigns and things like that. But it also reinforces the importance of having great stories that are part of our brand’s heritage.”

Audiences are still hungry for entertainment, but the way they consume it is changing. Fashion is part of a stream of content that is consumed alongside, and often in conjunction with, music, art and sport, and Louis Vuitton has appointed musician Pharrell Williams as his director of Men’s Artistic. He emphasized this situation by appointing him as Some of the industry’s biggest names are now forging more formal relationships with the entertainment business. Last April, Saint Laurent announced a film production division, and in September, Kering owner François Pinault’s holding company Artemis bought a majority stake in Hollywood talent agency CAA.

LVMH has worked with the studio for years, resulting in projects ranging from the 2014 documentary “Dior and Me” to the new Apple TV series “The New Look,” for which Dior provided the costumes. Was born. But Melwani said the entertainment industry often doesn’t know how to contact LVMH houses, and in some cases doesn’t even know they’re part of LVMH. The initiative is not actually a new department within the company, but rather aims to create a single point of contact to facilitate these relationships, although project approval still rests with LVMH’s individual brands.

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