Passionland

Luois Vuitton, the Paris-based luxury fashion and leather goods brand, which has never advertised on television, is executing a 180-degree change in that marketing policy here in Asia. I n order to push more deeply into this exploiding market, the elite hand bag company will be launching TV campaigns likely to push its sagging image further down-market. The Vuitton brand will now be hyped in commercial sandwiched between TV spots for toothpaste and shampoo brands in prime time. One reason for this dangerous gamble is that Vuitton’s upper-end customers are moving to more elite suppliers