Loewe in the spotlight

Since the last Wednesday, 14^th March, Loewe has stir up the media and the social networks with its new campaign Oro Collection 2012, a video recording that has turned into a polemic issue around the world. The traditional Spanish firm has tried to get closer to a young and modern audience presenting this campaign for its new bag collection, in which 12 young Spanish artists talk about what Loewe means to them and about other topics. This has irritated the public, who expressed their disagreement about this advertisement through social networks as Twitter under the hastag #LOEWE.

The luxury firms, among which we find Loewe, are focused on attract a certain audience, despite of the fact that they tried to make the public believe that everyone can buy this kind of products. That was the main error of the firm with this advertisement: showing a group of young people who pretend to be modern and “anti-posh”, but who can afford a Loewe bag and much more things, whereas the young “real” moderns, nowadays, are the main victims of the economic crisis and cannot pay for luxurious garments.
The firm has achieved its goal, at that time everybody was talking about Loewe, in a good or a bad sense, but, at what price? Loewe has tried to appeal a new public with this campaign, but the critics, the opinions and the jokes about it can cause the loss of traditional buyers who do not see them reflected on the new values that the firm showed on the advertisement.