THE WHAT? Louis Vuitton has made its live streaming debut on China’s luxury retail app, Little Red Book, according to a report by Jing Daily.
THE DETAILS Hosted by fashion blogger Yvonne Ching, the hour-long livestreaming session was split into different sections and featured a review of Ching’s Louis Vuitton outfit and a styling Q&A with guest host Zhong Chuxi.
Throughout the stream the hosts directed consumers to easily accessible shopping links, with the session garnering a high engagement of 152,000 page views.
Louis Vuitton was the first luxury brand to launch an official account on the e-commerce platform, having accrued 130,000 followers.
THEY WHY? The livestream debut was thought to align with the luxury brand’s investment strategy into the platform, while also being a way to boost sales during the coronavirus crisis following retail store closures.