Cover News Reporter Li Xuedan German luxury suitcase brand Rimowa, a subsidiary of French luxury goods group LVMH, is celebrating the 120th anniversary of the brand.

2024/05/2008:40:33 hotcomm 1648

Cover News Reporter Li Xuedan

German luxury suitcase brand RIMOWA (RIMOWA), a subsidiary of French luxury goods group LVMH, recently launched the first global brand promotion campaign in history to celebrate the brand’s 120th anniversary: “No One Builds a Legacy by "Standing Still" means the brand's unremitting pursuit of craftsmanship. What is striking is that this promotion boldly adopted the " print media zero-paid print policy" (non-paid print policy) strategy, and became the first brand under LVMH to abandon traditional print media promotion.

According to Rimowa chief brand officer Hector Muelas, the company hopes to try cutting-edge thinking and innovative media promotions. Rimowa CEO Alexandre Arnault believes that digital promotion can better tell the brand story. At the same time, he also said that with the significant increase in the number of global travelers, people's travel patterns are also changing. In the past, suitcases were only about functionality, but now they are also an expression of the user's personal attitude toward life. A simple suitcase has become a way for travelers to communicate.

Rimowa's promotional video is divided into five parts. Rimowa's global brand ambassadors who participated in the filming include: tennis king Roger Federer ( Federer), Louis Vuitton men's creative director Virgil Abloh, supermodel Adwoa Aboah, international celebrity chef Nobu Matsuhisa (Matsuhisa) Nobuyuki), Dior jewelry designer Yoon Ahn.

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