Certainly looking at this ad that shows a woman creating the lines for the folds of a wallet
and also this ad that appears to be a woman stitching a handbag
It is easy to see why there have been complaints. Especially as the copy states, “infinite patience protects each overstitch… One could say that a Louis Vuitton bag is a collection of fine details.”
However, according to marketingweek Louis Vuitton defended the campaign by saying that “their employees were not assembling pre-packed pieces but were taking individual handcrafted and hand-sewn parts through a range of hand-made stages to reach a final item.”
Louis Vuitton added that the use of hand sewing machines and associated tasks were “part and parcel of what would amount to ’handmade’ in the 21st century”.
So handmade doesn’t actually mean handmade in the traditional sense?
If that is the case does that mean then that the iconic hand made Hermes Birkin bag that can cost anything from US$10,000 to well over US$100,000 isn’t actually hand made?
Does this mean that the animal skins used in a Birkin bag are not actually spread out on the floor of the processing room and screened by a number of artisans before being measured and cut by hand as required?
Does this mean that the bottom of the handbag is not sown by hand to the front and back with waxed linen threads?
Does this mean that the handle of the Birkin bag is not manually stitched until the shape comes to the fore?
Does this mean then that the artisans don’t use sand paper to smooth rough edges? And does it mean therefore that hot wax is not applied to the handles to protect them from moisture?
And all the effort that goes into the front flap, the metal and lock is not actually done by hand?
Does it mean that the craftsmen in France that all work out of the little lane in Paris don’t actually exist?
And advertising agencies wonder why 76% of consumers don’t believe that companies tell the truth in advertisements. In Malaysia that figure is 86%!
The number one element in any relationship is trust. If a brand wants to build a relationship with a consumer, that consumer must be able to trust the brand.
An element of doubt in communications is not a good way to build trust.