LVMH’s multi-brand luxury ecommerce outing 24sevres.com is making news again just three weeks after their launch with a series of cheeky new marketing videos aimed at the non-Francophone market. The site, which aims to capture the spirit and aesthetic of iconic French department store Le Bon Marché by offering products in what CEO Eric Goguey calls a “reimagined visual shopping experience,” is named for the store’s address at 24 rue de Sèvres in Paris.
The videos range in length from about 10 to 30 seconds and feature young women who invite the viewer to learn each individual component of the site’s name in French: vingt-quatre sèvres. It’s genius in that it approaches the obvious pronunciation problems that often come with not having a native fluency in French and turns them into something light-hearted and fun that reinforces a memory of the brand’s name. See for yourself:
In continuing its avoidance of any trace of the snobbery often associated with luxury branding, 24 Sèvres has an online atmosphere that feels young, fun, customer-friendly, and squarely aimed at an international market. Beyond emphasizing the carefully curated collections and the exclusive collaborations between the company and assorted fashion designers, both known and rising, Goguey also wants his online experience to be unlike any other: a synthesis of online shopping and the Parisian department store experience. That experience involves, among other things, product imagery meant to evoke department store windows and the availability of real-time, one-on-one video styling consultations.
“Ultimately, we want to service the customer by providing a platform which pays homage to traditional retail whilst providing a unique, wholly modern experience — Le Bon Marché itself has always been a precursor — and a personalized approach to online shopping. Everything we do has a personal touch: whether it’s in the attention to detail in the order itself, the level of bespoke service provided, or the relevance of the product available, the human touch behind everything we do is something we know the customer expects, and is very emblematic of the craftsmanship and art de vivre which we stand behind.”
Chief Digital Officer Ian Rogers, who had previously served as senior director at Apple Music before joining LVMH in 2015, described the company’s plan to integrate more video into their shopping experience. “The combination of online and offline communication and experience has not been brought to the market by anyone yet,” he told The Financial Times.
“The internet has evolved from a text-driven editorial medium to an imagery and video-based one. We felt it was time to take our expertise in visual merchandising in the offline retail world and transform it online.”
From the looks of it, they’re off to a fantastic start.