Fashion Fantasy

Fashion FantasyA Case for Key Public ResearchRich Barker and Ken MeltonSummer 16, Monday, MPPR-505, Elements of Communications Planning ClassPartner Presentation

lightningclaire farron

$720 million franchise

$60 million

$210 million

$450 million(VGSales, 2014)

Why dont you know her?

Key Publics: Who plays video games?Lightnings celebrity now affiliated with a major BRANDWhat Industry?

(Entertainment Software Association, 2015)

From 2015 Essential Facts Report Finds Nearly Half of the U.S. Plays Video Games - The Entertainment Software Association. (2016). The Entertainment Software Association. Retrieved 24 June 2016, from http://www.theesa.com/article/2015-essential-facts-report-finds-nearly-half-u-s-plays-video-games

Want to guess again? ApparelWomansLuxury

(Louis Vuitton, 2016)

Household IncomeWho buys apparel?(Experian Simmons OneView, 2016)

Today Lightning, the heroic figure in 'Final Fantasy', the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios' imagination, and she raises the question of immanence - that which takes place solely in the mind - in tomorrow's world.

Its clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression. - Nicolas Ghesquire

Household IncomeWho plays games?(Experian Simmons OneView, 2016)

Today Lightning, the heroic figure in 'Final Fantasy', the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios' imagination, and she raises the question of immanence - that which takes place solely in the mind - in tomorrow's world.

Its clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression. - Nicolas Ghesquire

Why Louis Vuitton?

Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. Nicolas Ghesquire, creative director, Louis Vuitton

(Ghesquire, 2016)

Today Lightning, the heroic figure in 'Final Fantasy', the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios' imagination, and she raises the question of immanence - that which takes place solely in the mind - in tomorrow's world.

Its clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression. - Nicolas Ghesquire

Other Examples

(Mercedes-Benz, 2016)

Today Lightning, the heroic figure in 'Final Fantasy', the cult series of video games that has inspired more than 100 million players around the world, agrees to become a character in the Louis Vuitton galaxy. The Maison has always pushed the boundaries of reality and dreams. Real, virtual, incarnate, metaphorical: Lightning is the fruit of Square Enix studios' imagination, and she raises the question of immanence - that which takes place solely in the mind - in tomorrow's world.

Its clear that the virtual aesthetic of video games is predominant in this collection. If we push the reflection about heroines, or what might constitute the nature of a woman whose actions can be so courageous that she becomes superior and iconic, it becomes obvious that a virtual entity integrates with the founding principles of the Maison. Lightning is the perfect avatar for a global, heroic woman and for a world where social networks and communications are now seamlessly woven into our life. She is also the symbol of new pictorial processes. How can you create an image that goes beyond the classic principles of photography and design? Lightning heralds a new era of expression. - Nicolas Ghesquire

Bibliography

Entertainment Software Association. (2015). 2015 Sales, Demographic and Usage Data. Retrieved from www.theESA.com: http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf

Experian Simmons OneView. (2016, June 23). National Consumer Study. Retrieved from http://oneview.experian.com

Ghesquire, N. (2016). SERIES 4: LIGHTNING A VIRTUAL HEROINE. Retrieved from http://eu.louisvuitton.com/eng-e1/articles/series%C2%A04%C2%A0lightning-a%C2%A0virtual%C2%A0heroine

Louis Vuitton. (2016). SERIES 4: LIGHTNING A VIRTUAL HEROINE. Retrieved from http://eu.louisvuitton.com/eng-e1/articles/series%C2%A04%C2%A0lightning-a%C2%A0virtual%C2%A0heroine

Louis Vuitton. (2016). Series 4 Louis Vuitton Collection. Retrieved from http://eu.louisvuitton.com/eng-e1/stories/ss16-series-4-campaign#/collection/1

Mercedes-Benz. (2016). Mercedes-Benz in Nintendo's new Mario Kart 8. Retrieved from https://www.mercedes-benz.com/en/mercedes-benz/lifestyle/culture/mercedes-benz-in-nintendos-new-mario-kart-8/

Smith, R. A. (2012, April 4). Prada Gets Playful With Final Fantasy. Retrieved from Wall Street Journal: http://blogs.wsj.com/runway/2012/04/04/prada-gets-playful-with-final-fantasy/

VGSales. (2014). Retrieved from Final Fantasy: http://vgsales.wikia.com/wiki/Final_Fantasy