# data[].attributes.body
The purpose of this assignment is to challenge Louis Vuitton entering the Asian market with the use of Gentle Monster to infiltrate the global consumer segment. This will strengthen their position in Asia and allow them to grow their global popularity.

# data[].attributes.body
This will focus on the Korean fashion industry and draw elements from Japan and China.
Using Gentle Monster as the second brand will help understand how a South Korean own brand has used their marketing strategies to promote their brand throughout the world.

# data[].attributes.body
I will analyse both strengths and weaknesses of each brand and aim to discuss the cultural zeitgeist both bring to the fashion market.
It will aim to challenge brand strategies around entering new regions, to grow market share through internationalisation.

# data[].attributes.body
The surrounding literature regarding Louis Vuitton highlights their importance within the fashion industry. It aims to focus on numerous topics that showcases how Louis Vuitton captures their cultural zeitgeist, in order to improve their market share.
They have continued to increase their cultural relevance, which is reflected in their recent campaigns. With the intent to expand in Korea, their association with fashion and music is important to drive innovation and business growth.

# data[].attributes.body
Discusses how Kyojiro Hate joined Louis Vuitton and develop their identity. In the little time he was there, he turned Louis Vuitton into one of the most sought out brands and participated in Asia to give it a new perspective. + created a new business model that was used by many brands who wanted to enter the Japanese market.

# data[].attributes.body
Was reading this in the Library on Thursday, discusses the evolution of Louis Vuitton and how they stared as a brand.

# data[].attributes.body
Going to start reading this on Tuesday :)

# data[].attributes.attachment_link.title
BBC Three - Virgil Abloh: How to Be Both

# data[].attributes.attachment_link.description
Film exploring the life of the legendary designer Virgil Abloh.

# data[].attributes.body
BTS is a key driver in this research as they are a world renowned South Korean Band that has  cultural impact around the world.
They signed with Louis Vuitton in 2021 and since  headlined Louis Vuitton’s Autumn/Winter 2021 menswear show.
Abloh had characterised the new artistic direction for the fashion house—called “The Voyage”—as well as the partnership with BTS as “a modern chapter to the house, merging luxury and contemporary culture.”
Recently, they all wore custom Louis Vuitton at the 2022 Grammy Awards. https://somethingaboutrocks.com/wp-content/uploads/2022/04/BTS-GRAMMYS-Louis-Vuitton-jewellery-2022.jpg

# data[].attributes.attachment_link.title
Men's Fall-Winter 2021 Show in Seoul with House Ambassadors BTS | LOUIS VUITTON

# data[].attributes.body
They have also named HoYeon from 'Squid Game' as a Global Ambassador.
Netflix calculated its Most Popular list based on hours viewed during a title's first 28 days of availability, and “Squid Game” sits in the No. 1 position with over 1.6 billion hours viewed.
Shows influence South Korean show had which Louis Vuitton capitalised on

# data[].attributes.headline
Gentle Monster campaign with Jennie Ruby Jane of Black Pink:

# data[].attributes.subject
Gentle Monster campaign with Jennie Ruby Jane of Black Pink:

# data[].attributes.body
Collaboration collection with Jennie, launches the ‘Jentle Home’ experience, a pop-up designed to emulate the fantasies and memories of BLACKPINK’s Jennie.

# data[].attributes.body
Rationale
Focus on comparing stategies for opposing business models entering new territories
Why? -
Growing market in Korea
Refflective influences in fashion
Supportive figures - Luxury Asia market ( Korea)
Brands success rate
Internationalisation -
Global scale
Online Access
Digital
Political Interest
Key Areas:
- Luxury brands entering new territories - marketing?
- Good & Bad
- figures ( where could they be in 2035?)

# data[].attributes.body
Discuss Gentle Monster and Louis Vuitton Business Models
- Figures
- Growth within market
- Imagery
- Videos
- Strengths & Weaknesses
- Impact on Asia market

# data[].attributes.body
Strategies:
- Pop up store
- Celebrity endorsments
- Cultural approptiation
- Long term growth
- Influence Change
- Tell a story
- Segmenting Global Consumer