The minimalistic luxury lifestyle website was founded in 2010 and presents one story every day from the world of art, design, fashion, beauty, music, food, and travel. It's curated by an international team of exceptional writers and editors. In 2014, it won even the Webby Award for the Best cultural website. Now, after 5 years of growing, the site has over half a million unique visitors per month and counts nearly 65,000 registered members.
Nowness is basically the digital version of the Acne Paper. It aims at sophisticated people and delivers inspiring content with a fine, discreet and elegant style. With Nowness, LVMH blurs the line between editorial content and luxury marketing.
What's in for the company?
Despite the seemingly missing link to the brand, the profit of LVMH is versatile. Nowness provides valuable user data on consumer behavior and about the trends that are worth to invest. It positioned Louis Vuitton subliminally as an avant-garde pioneer and creates relationships with artists and opinion leaders. In addition, the content can be reused by Louis Vuitton or serve as a springboard for additional marketing ideas. And last, LVMH gain commissions with interactive videos where you can click and buy products from various vendors.
Conclusion: Great Content Needs Time To Grow
Nowness is the perfect example of a sophisticated content marketing strategy with polish and style. It shows, that it takes two big investments to establish credibility and quality for the luxury segment: Time and money.