In a bid to remain as competitive as its counterparts, the luxury goods conglomerate giant, LVMH, is allowing the public to get a glimpse behind-the-scenes at some of its biggest brands during Les Journées Particulières.
Tours will be given in Louis Vuitton workshops, Christian Dior salons, Guerlain perfume plants and Fendi leather goods workshops. This is the second time that LVMH is hosting an event such as this, with first being in 2011, which drew over 100, 000 visitors. Artisans in 42 sites all over France, Spain, Italy, Poland and the U.K. will be sharing tips and tricks of the trade to visitors during these tours. This isn’t just for luxury goods though; visitors have a chance to tour Hennessy cognac cellars as well.
During the next two days, certain traditions and secrets will be shared, such as how perfumers seal bottles with cow intestine to prevent the scent from leaving, how unmarried seamstresses sew a hidden strand of their own hair in haute couture bridal gowns to help them find a husband and how embroiders avoid using green thread as it brings bad luck. Who would’ve thought, huh?
In recent years, luxury brands have been hosting events and workshops, which allow visitors and public members to see the inner workings of big brand names in order to justify the higher prices, as well as show consumers where goods were coming from. As consumers are developing a growing interest in where and how goods are made, these events help solidify the “hand-made” craftsmanship and quality that come with these luxury products. Just last week, Gucci traveled to NYC for their Artisan Corner for a similar event under a similar concept.
Do you think that brands are on the right track? Will this help consumers have a better understanding of where their purchases initially come from? Drop us a line at FASHIONOTES; we’d love to know!
Via BoF
