Louis Vatton – Advertising Ban!

The luxury goods brand Louis Vuitton misled consumers into thinking products were handmade, according to the advertising watchdog. Louis Vuitton ran two national press advertisements featuring a photograph of a woman stitching the handle of a handbag and another of a woman creating the folds of a wallet. The wording of the ads suggested that each product was made by hand, when in fact sewing machines were also used.

The fashion house was ordered to pull the plug on its ad campaign after it received several complaints on its production techniques and failed to provide sufficient documentation detailing the full extent of its production process.

The ASA acknowledged that the images were stylised interpretations of real stages of the production process but concluded in its ruling: “We noted that Louis Vuitton had provided training materials and tables which outlined the manufacturing processes for some items. We noted from that documentation that various handcrafting techniques were used as were sewing machines. However, we also noted that we had not seen documentation that detailed the entire production process for Louis Vuitton products or that showed the proportion of their manufacture that was carried out by hand or by machine. Because we had not seen evidence that demonstrated the extent to which Louis Vuitton products were made by hand, we concluded that the ads were misleading.”

The fashion house was ordered to pull the plug on its ad campaign after it received several complaints on its production techniques and failed to provide sufficient documentation detailing the full extent of its production process.

The ASA acknowledged that the images were stylised interpretations of real stages of the production process but concluded in its ruling: “We noted that Louis Vuitton had provided training materials and tables which outlined the manufacturing processes for some items. We noted from that documentation that various handcrafting techniques were used as were sewing machines. However, we also noted that we had not seen documentation that detailed the entire production process for Louis Vuitton products or that showed the proportion of their manufacture that was carried out by hand or by machine. Because we had not seen evidence that demonstrated the extent to which Louis Vuitton products were made by hand, we concluded that the ads were misleading.”

So ladies think does this make you think TWICE!

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