Louis Vuitton Sustainable Accessory Line | Research and Marketing strategy for new product line
The purpose of this project was to create a solution for an existing issue in the fashion industry. Louis Vuitton has been publicly known as one of the high-end luxury brands that burn their unsold leather merchandise. This is done in order to not tarnish the perceived brand image so that the products don’t fall into the black market. The action is harmful to the environment. LVMH as a whole had over 1,072 metrics tons in hazardous waste from their fashion brands in 2017. This is a 1% decrease from 2016. After analyzing the issue and observing the market, we decided to use the unsold products from Louis Vuitton manufacturers. By using these materials to create an accessories collection, we strive to improve the use of resources and minimize the hazardous waste that affects the environment.
We developed three products to better showcase our concept: earrings, tassel accessory, and bracelets.
In charge of finding a solution for the current waste of leather in luxury market specially for Louis Vuitton
In charge of developing the 5Ps for the product proposal
Selected specific SDG we targeted with our product proposal
Assist the styling, photoshoot and product developer team
Assist the design layout team
In charge of the development of customer profile with specific demographic and psychographic characteristics
Credits
Models: Roxana Montenegro and Tayja Strickland
Photography: Pedro Torres
Team: Nicole Betances, Daniella Castro, Madison Todd, Carmen Maria Ponce