Louis Vuitton introduces a new packaging


An excellent marketing lesson: Louis Vuitton’s brand new packaging will debut in-stores as early as next week.

Safran Impérial is the technical colour of the new Louis Vuitton packaging —in reference to the yellow shade the prestigious house uses for its trimming and the color of a special trunk carmaker Citroën had commissioned in 1924—Louis Vuitton’s new packaging will also feature cobalt blue ribbons and bag handles and a sturdier construction.

“We don’t want the packaging to be fashionable. It’s supposed to have quite a long life cycle. In most cases, brand colors play off of black and white. We wanted to be different,” Michael Burke, CEO of Vuitton told WWD.