It is not two targets but rather two distinct segments with Nicolas Ghesquière leading the Womenswear and Virgil Abloh at the head of the Menswear.

 

Louis Vuitton by Nicolas Ghesqhière

 

“Virgil Abloh’s New vision of the Louis Vuitton man is not the Louis Vuitton woman’s companion! It’s clear that the brand is targeting two different worlds. It’s maintaining its hyper chic positioning with womenswear, while, with menswear, it hopes to reach millennials, the millions of followers that Virgil Abloh has, social networks linked to music, etc. “said Stefano Matinetto, CEO of Tomorrow London Holdings LTD, A company specialized in the emerging designers.

 

Louis Vuitton by Virgil Abloh

 

 

There were people at the first parade of the one who created Off-White, from Rihanna to Travis Scott, not forgetting the West/Kardashian family…

This is a strategic risk for the brand, dissociate the Vuitton man from the woman, but also a formidable opportunity to capture a new male target, less volatile, easier to retain…

“The idea is to expand Louis Vuitton’s Brand universe, its attractiveness and, above all, its audience. Virgil Abloh and Nicolas Ghesquière both have a very clear vision and each one is very good at what he does. It’s a very strong message, “explained Andrew Keith, president of Chinese brands Lane Crawford and Joyce Boutique.

The post-Marc Jacobs phase is just beginning…