French luxury conglomerate LVMH Moët Hennessy Louis Vuitton has announced a strategic partnership with American video game and software developer Epic Games, the creator of Fortnite and Unreal Engine. This collaboration aims to transform the creative pipeline of LVMH’s Maisons and offer customers new types of immersive product discovery experiences.
LVMH, founded in 1987, is a global leader in luxury goods, owning over 75 prestigious brands across various sectors such as fashion and leather goods, perfumes and cosmetics, watches and jewelry, wines and spirits, and selective retailing. The partnership with Epic Games will enable LVMH and its Maisons to further utilize Epic’s powerful 3D creation tools to offer experiences like virtual fitting rooms, fashion shows, 360-degree product carousels, augmented reality, and digital twins.
Epic Games’ suite of advanced creator tools, including Unreal Engine, Reality Capture, Twinmotion, and MetaHuman technology, will help LVMH unlock significant growth opportunities. By leveraging Epic’s world-renowned expertise, LVMH aims to enrich customer experiences in virtual worlds while maintaining alignment with the Group’s core strengths in the real world, such as the inimitable know-how of its production workshops and ownership of its networks of stores.
The partnership will also expand the expertise of LVMH teams, reflecting the priority the Group places on nurturing the digital acculturation of its people. Toni Belloni, LVMH Group Managing Director, stated that the collaboration with Epic Games would accelerate their expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and their Maisons’ websites. In addition, it enables LVMH to engage more effectively with younger generations who are familiar with these codes and uses. Bill Clifford, VP of Unreal Engine at Epic Games, expressed excitement about working with LVMH’s designers to transform physical and digital product creation using Epic’s suite of advanced creator tools.
The collaboration aims to help LVMH’s global brands engage with customers through immersive digital experiences. Several LVMH Maisons have already successfully adopted solutions from Epic. For instance, Bulgari unveiled a captivating metaverse experience called “Virtual Rome” at Viva Technology in 2022, developed using Epic’s Unreal Engine 5.
LVMH also presented Livi, its first virtual ambassador and face of innovation, developed and brought to virtual life thanks to Unreal Engine and MetaHuman technology at Viva Technology in 2022. This year, Louis Vuitton will present the “Digital Show Experience” at the LVMH Pavilion, designed using Epic’s Unreal Engine 5, MetaHuman technology, and Reality Capture. This interactive and immersive experience will allow visitors to relive the 2023 Fall-Winter Men’s show, which took place at the famous Louvre Cour Carrée in January 2023.
“The partnership between French luxury group LVMH and Epic Games is a prime example of how brands can leverage technology to create immersive and engaging experiences for their customers. This collaboration demonstrates the importance of staying ahead of the curve and embracing digital innovation in today’s rapidly evolving retail landscape,” said Retail Expert, Jeanel Alvarado.
There are several key takeaways that other brands can learn from this partnership, she shares:
1. Embrace technology: LVMH’s partnership with Epic Games showcases the importance of incorporating cutting-edge technology into the customer experience. By utilizing 3D tools and virtual reality, LVMH is able to create unique and memorable experiences for its customers, setting itself apart from competitors.
2. Engage younger audiences: The collaboration with Epic Games, known for its popular game Fortnite, allows LVMH to connect with younger generations who are familiar with gaming and digital platforms. By tapping into this demographic, LVMH can expand its customer base and ensure long-term brand loyalty.
3. Foster innovation: Partnering with a company like Epic Games encourages LVMH to think outside the box and explore new ways to engage with customers. This spirit of innovation can inspire other brands to push boundaries and experiment with new technologies and strategies.
4. Create synergies between industries: The partnership between LVMH and Epic Games highlights the potential for collaboration between seemingly unrelated industries. Enterprises who combine their respective expertise, both companies can benefit from each other’s strengths and create unique offerings that appeal to a wider audience.
5. Focus on customer experience: Ultimately, the success of this partnership lies in its ability to enhance the customer experience. Retailers offering immersive and interactive experiences, LVMH can strengthen its relationship with customers and encourage brand loyalty.
The partnership between LVMH and Epic Games marks a significant milestone in the luxury industry, as it combines the expertise of two leading companies to create innovative and immersive customer experiences. As the worlds of luxury and technology continue to merge, this collaboration sets the stage for a new era of customer engagement and creative possibilities.
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