The previous LV app lacked purpose and reason to engage. The entire LV ecosystem was built to recruit and generate the first transaction, but there was no digital touchpoint to elevate the client relationship and provide an intimate and in-depth brand experience. Louis Vuitton and the agency joined forces to launch a brand new LV App, with a focus to establish it as the primary platform for personalised interactions, distinct from the website, and further immerse clients in the global fashion house’s universe.

The LV App has been reimagined with deep UX, UI, and navigation changes, focusing on three main pillars: personalisation, immersion, and exclusivity.

Luxury brands must adapt to the diverse preferences of their global clientele by leveraging the digital landscape. With the LV App, the goal was to captivate the Very Important Clients (VIC) by offering intimate services and product-centric experiences. These discerning clients, who covet exclusivity, actively seek dialogue and guidance from the brand's experts. They anticipate nothing short of premium, personalised service within the Louis Vuitton ecosystem, including exclusive pre-sales and invitations reserved for loyal clients.

The LV app offers a unique new way to explore products, fashion shows, and articles. An interactive video silhouette module features curated looks for clients, inspiring them to discover new products. The curated catalogue is personalised and includes exclusive previews of collections, early access, and app-only products, starting with the latest Louis Vuitton and Yayoi Kusama collaboration. Clients have the opportunity to connect directly with a Client Advisor for advice, making the omnichannel journey seamless.

With more than 70% of users only using the app once, we knew we had to focus on a more engaged and loyal group for this touchpoint. We moved away from a broad reach strategy and refocused the digital product on servicing existing clients and offering a new digital home-base for a privileged relationship with Louis Vuitton. This shift ensured LV had a dedicated channel for real brand lovers who wanted more from the brand.

Louis Vuitton, known for its iconic monogram and strong visual identity, needed to integrate its key codes into the application while maintaining its distinct brand identity. A clear typographic hierarchy and brand-color palette were used to ensure readability and easy navigation. The interface seamlessly incorporates brand elements for a cohesive and intuitive design. Additionally, customized animations and visual feedback enhance the user experience on both iOS and Android platforms.

Since its launch, the LV App has become the go-to destination for loyal clients of the Maison, doubling user engagement, to discover new exclusive products, engage in unique experiences, and receive personalised services from their Client Advisor. The value per session has drastically increased and app users have demonstrated a higher purchase intent and a basket value. LV was able to reduce its reliance on paid media to reach its loyal customers and is now able to provide curated and personalised experiences directly to its clients.