Louis Vuitton, Coach, And Dior's Advertising: An Analysis Of Designer Handbags

Designer handbags are both envied and enjoyed by women across the country. With prices ranging from a few hundred dollars to well over $15,000, handbags can be seen as a representation of wealth and social status. In 2014, handbag sales amounted to approximately 9.2 billion dollars, 30% of all revenue generated by women’s accessories (Statista). As sales increase, industry leaders, such as Louis Vuitton, Coach, and Dior, must ensure their marketing strategies attract consumers to their brand and handbag styles. Louis Vuitton, Coach, and Dior’s advertisements portray the need for prominence, autonomy, and aesthetic sensations to depict a luxurious lifestyle.

Louis Vuitton, Coach, and Dior’s advertisements portray a picturesque scene consisting of simple, yet elegant, details (Coach; Dior; Louis Vuitton). Each ad displays similarly styled handbags with clean lines and only two handles, indicating each company’s desire to keep purses feminine and traditional. The handbags presented are similar to the more traditional style used in the early 20th century, perhaps to invoke a sense of timelessness and luxury. While each handbag advertised consists of differing aspects, it is evident Louis Vuitton, Coach, and Dior are

Louis Vuitton and Dior’s advertisement portray a more mysterious aspect with few bright colors and the use of impassive emotions. Impassive emotions are classified as portraying an inexpressive face. The use of impassive expressions can also represent sophistication and confidence. On the other hand, the bright colors displayed in Coach’s advertisement make their brand look more youthful and vibrant and features the model smiling directly at the camera. Perhaps Coach’s advertisement displays a smiling expression, versus an impassive expression, to create a positive impression of their