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Brief Published: 7 Mar 2011

Vuitton’s Digital Front Row


As luxury brands compete to provide the most innovative digital content, fashion and accessories giant Louis Vuitton is granting front row access to international fans from  computer screens.

Not only will the label be live-streaming its Autumn/Winter 2011/12 catwalk show – an online facility pioneered by Burberry - but will also offer backstage and venue tours at Paris Fashion Week.

Viewers can watch the content live on March 9 via  the Louis Vuitton Facebook page and an iPhone and iPad accessible website.

Louis Vuitton launched its  Facebook and Twitter pages in 2009 as part of its The Art of Travel initiative. Since then the brand has expanded its online presence with six international Twitter accounts, a Foursquare account and a YouTube channel. This year, Louis Vuitton launched its first iPhone app called Amble, a travelling companion that allows users to track their journeys and get information about destinations.

For more on digital innovations by luxury brands, see our report Taking Luxury Online.