Paris – To launch its new Petite collection for children, French luxury house Lanvin threw children’s tea parties in five-star hotels in Paris, Monaco and New York.
An exclusive tea party was held at the Ritz Paris hotel last month at which Lanvin customers and entrants to the label’s Facebook Best Chocolate Cake Recipe competition were treated to a range of amusements and refreshments. The new spring/summer 2012 children’s range was also on display in a kaleidoscope of vibrant colours against the backdrop of the hotel’s lavish Louis XV Salon for guests to try on and pre-order.
By engaging in such Conviviality Culture for the launch of its childrenswear collection, Lanvin shows how luxury brands can introduce elements of fun and playful engagement with customers.
LS:N Global will examine the growth of the luxury designer childrenswear market in a forthcoming micromarket report.