Luxury accessories brand Longchamp has joined the likes of Burberry and Mango by using online content to increase awareness of the brand.
The brand, best known for its classic ‘Pliage’ style handbags, has created a web series called Heels which will launch in the UK on women’s fashion and beauty website sofeminine.co.uk on November 30.
The series, which follows the adventures of a fashion magazine editor, will showcase the Longchamp ready-to-wear collection as well as the brand’s handbags and footwear. It is called Heels as the faces of the characters are never revealed.
According to director of global communications Marie-Sabine Leclerq the move represents Longchamp’s commitment to lead the way digitally – it was one of the first French luxury brands to launch a website in 2001 and also launched the world’s first online tailormade handbag platform in 2003.
“Longchamp is a brand that takes risks and likes to be ahead of others,” said Leclerq. “You can see that with the collaboration we launched with Kate Moss in 2010 and that paid off so hopefully this will pay off for us too.”
The purpose of the web series is primarily to drive brand awareness.
“For us this isn’t about driving sales,” she said. “It is about making people aware of the brand and what we do. Some people don’t even realise we do ready-to-wear so hopefully this will increase awareness and it will also mean people are more engaged with us a brand.”
The series sees Longchamp follow in the footsteps Spanish fashion retailer Mango, which launched an online web series inspired called What Should I Wear in October. In the series the retailer offered free fashion advice to women.
Menswear brand Dunhill also launched a series called Inspiration & Icons featuring inspiring people in September.
Longchamp will screen two episodes of the seven episode series every week from November 30 until it the final episode on December 21.
The series, created by The Makers Entertainment, will also be shown in France and Germany, as well as Korea, Japan, China and the US in early 2012.