Luxury sports shoes as a new category, almost become a perspective of the luxury industry “prism”.
Following the launch of the Archlight sports shoes in February last year, Louis Vuitton launched the 5 sports shoes LV Trainer, which is sold in the WeChat Mini program “LVTrainer show sports shoes limited shop”, which is priced at 8850 yuan to 12500 yuan, and supports bank transfers, Alipay and micro Letters and other forms of payment.
Taking sneakers as the breakthrough point for the latest men’s wear series to seize the online market and young consumers in China, it proves the strategic position of sneakers in the brand’s current market strategy. This victory and pursuit also made a new question about the popular view of the bubble breaking of luxury sports shoes.
Unlike Archlight Shoes, which first appeared in the spring and summer women’s show in 2018, this year’s LV Trainer was created by Virgil Abloh, creative director of Louis Vuitton men’s wear and founder of the fashion brand Off-White, and is also part of the first spring and summer men’s wear series of 2019 since the latter took office. At present, the ready-made clothes and accessories of this series are also designated. Shops are officially on sale within the time limit.