
Louis Vuitton takes a significant stride in its Web3 strategy by venturing into Discord, a robust platform for video, gaming, and tech communication.
This strategic move is aimed at establishing deeper connections with Louis Vuitton’s NFT holders and engaging with various online communities. The newly inaugurated ‘Louis Vuitton on Discord’ serves as a dedicated chatroom housing diverse themed threads.
This initiative is meticulously designed to broaden their audience base, compelling more individuals to invest in their NFTs and thus gaining direct access to the Maison’s exclusive community.
Louis Vuitton further reveals that specific conversations within the Discord server will be accessible exclusively to NFT holders from its Via NFT project. A special thread will selectively invite the ‘Via’ community, allowing them to actively contribute to new ideas and the overall experience. Via is Louis Vuitton’s innovative Web3 platform that enables its members to craft unique pieces and provide valuable design suggestions.
While Discord faced criticism for its user interface and lack of aesthetics, industry experts suggest that it’s significant because of its token-gated conversations, granting exclusive access solely to NFT owners. Originating as a gaming platform, Discord has seamlessly evolved into a primary hub for virtual goods and branded NFTs, offering a comfortable virtual world for its users.
Matt Maher, founder of M7 Innovations, an advisory to luxury fashion brands, emphasises the immense potential that Discord with its diverse features such as – token-gated channels, specific user roles, support tickets, watch parties, and gamified elements brings. Additionally, becoming a member of a Discord server represents an ‘opt-in’ for communications, a crucial aspect at a time when Apple’s privacy features limit digital marketing efforts.
The unveiling of Louis Vuitton’s Discord server aligns with the trend of luxury brands embracing this platform, following the footsteps of early adopters like Gucci, Prada, Adidas, and Diesel during the peak of the NFT wave in 2022. The strategic timing of this move, coupled with the earlier grand launch of Via, underscores the brand’s forward-thinking approach within the NFT landscape, signalling their long-term commitment in the Web3 realm.