PUTTING OUT THE FIRE

Louis Vuitton has a shameful history of burning its unsold merchandise. Now, these irresponsible practices will come to an end. Unsold items are not trash.

“Fire Sales” of past collections will give unsold merchandise exclusivity, just like upcoming collections.

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Through PR, Louis Vuitton will announce to the world that it is no longer burning unsold merchandise, and will start to tease a Fire Sale.

 

Fire Sales

To give unsold products a new life, Louis Vuitton will host pop-up sales in New York City during Fashion Week. Although Louis Vuitton typically shows their collections at Paris Fashion Week, we wanted to give them a presence in the fashion capital of the United States.

All Fire Sale profits will be donated to the Clean Air Task Force in efforts to combat climate change.

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Louis Vuitton will start hinting at the Fire Sale with posters around NYC and posts on social media in the weeks leading up to the event.

 
 
 
 
 
 

When Fashion Week starts on September 8th, a mysterious Louis Vuitton fire truck will begin making stops throughout the city.

 
 
 
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The Louis Vuitton fire truck will carry merchandise from past collections in new, limited edition packaging. Inside the boxes, a note will give customers more information on the Clean Air Task Force.

 
 
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Louis x Smokey

Louis Vuitton will collaborate with the US Forest Service to create an exclusive fireproof pouch, donating a percentage of the profits to help regrow forests that have been devastated by fire.

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Putting Out the Fire

AD: Jessica Morford, Carter Waldron