Ronn Torossian, a renowned American public relations executive and CEO of one of the largest PR firms in the country, has recently released an insightful book excerpt on Louis Vuitton, one of the world’s leading luxury brands. The excerpt is from his updated paperback book titled “For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations.”
In the excerpt, Torossian highlights Louis Vuitton’s commitment to sustainability through its participation in Galeries Lafayette’s Go For Good project. The brand’s leather goods workshops have been certified “Entreprise du Patrimoine Vivant” by the French government, a unique distinction for companies dedicated to maintaining production in France. Since its inception in 1854, Louis Vuitton has used leathers tanned with natural plant extracts to minimize the environmental impact of its production process.
The book excerpt also delves into the company’s effective PR initiatives, particularly its campaign against counterfeiting. As part of its brand-protection policy, LVMH takes anti-counterfeiting measures seriously, employing around 60 people who work full-time on this issue in collaboration with external investigators and a team of lawyers. Over the years, counterfeit Louis Vuitton products have been seized at production sites, and legal action has been taken against the counterfeiters. The company ensures that the fashion and business press, as well as retailers and resellers, are aware of these initiatives to combat “brand terrorism.”
Furthermore, Louis Vuitton engages the public in educational efforts to help them identify counterfeit products. The company shares guidelines on how to spot fakes, which are then published on platforms like YouTube, eBay, Poshmark, The RealReal, WikiHow, and 1stDibs. This PR strategy serves an important purpose, as it demonstrates to loyal customers that the company values their business and will not allow cheap imitations to devalue their investment in the brand.
Torossian emphasizes that brands can build community and increase real engagement by participating in social life in various ways. Louis Vuitton, with its world-class leather goods and other products, has mastered the art of public relations, enabling it to appeal to a diverse range of consumers, from Wall Street financiers to pop music icons and Park Avenue matrons. This ability to speak several “languages” simultaneously is a testament to the brand’s success and enduring appeal.
Jeanel has 15 years of retail, marketing and brand management experience. She has started an ecommerce business in 2019, after working in corporate retail and real estate as a senior managing director and former consultant. She's traveled all over the world, speaks at world renowned trade shows and events, holds a Bachelor’s of Commerce (B.Comm) and a Certificate in Commercial Real Estate. You can connect with her on Linkedin.