PARIS, April 23 (Reuters) – Mixing high- and low-cost types is a well-worn style trick, and Korean pop sensations BTS are taking the strategy to an entire new stage in advertising and marketing offers introduced this week.
After first agreeing with McDonald’s MCD.N to advertise a brand new meal promoting for simply over $6, the six-strong boyband have additionally been named model ambassadors for Louis Vuitton, the purveyor of purses that promote for nicely above $1,000.
The Grammy-nominated South Korean group, which now releases English-language songs too, has topped the album charts a number of occasions in the USA.
Louis Vuitton, the largest gross sales driver at French luxurious items conglomerate LVMH LVMH.PA, already works with a roster of celebrities to advertise its wares, from actresses Emma Stone and Jennifer Connelly to actor and singer Jaden Smith.
Many model ambassadors have starred in promoting campaigns but additionally popped up within the entrance row at style exhibits, serving to drive buzz on social media, a advertising and marketing avenue high luxurious manufacturers have invested closely in.
Asia – and particularly China, the place Okay-pop can also be common – gives main markets for luxurious manufacturers, and has fuelled gross sales bounces as COVID-19 restrictions ease.
Louis Vuitton’s menswear designer Virgil Abloh, identified for his streetwear-style creations and who’s mates with hip-hop star Kanye West, mentioned the BTS partnership added “a contemporary chapter to the Home, merging luxurious and up to date tradition”.
Luxurious manufacturers haven’t historically appreciated working with so-called influencers who signify different labels that don’t match with their high-end picture, though the boundaries between sports activities and style as an example is beginning to blur.
“As disparate as their companies might sound, McDonald’s and Louis Vuitton share a must onboard new generations of customers,” Carol Spieckerman, president at retail consultancy Spieckerman Retail, mentioned.
Louis Vuitton had no touch upon Friday on BTS’ McDonald’s deal. Beneath that settlement, the band’s meal will launch beginning subsequent month in almost 50 nations, and can embody hen McNuggets, fries, and two dips.
Neither Vuitton nor McDonald’s disclosed any monetary particulars.
(Reporting by Sarah White Extra reporting by Aishwarya Venugopal; Modifying by Alison Williams)
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