>> Fashion meets function, a concept that was coveted even in the 19th century. Knowing that, French designer, Louis Vuitton, created its first trunk in 1858, featuring flat tops and bottoms, making it stackable.>> I'm in New York City, at Louis Vuitton's
exhibit, which retraces the over 160 journey of the French fashion house through items like this one, the iconic trunk.
This, part of a larger theme of brands using their heritage to learn a new, more vintage-obsessed shopper.>> The exhibition house at the American Stock Exchange Building focuses on travel and how Louis Vuitton modified its designs to new modes of travel. The luxury brand is still adapting, but now to millennial shoppers.
>> Mobile phones are a big prioriity to millennials, so they grew up around technology and in a social media culture. A culture that oftentimes has been categorized as unpersonal. And so what nostalgia marketing does is that it connects the past and the present, it creates a relationship with the brand, and, therefore, making it more relatable to millennials.
>> Louis Vuitton not the only fashion house using its history as an asset. Gucci revived its vintage logo for its 2017 Cruise Collection, a cotton t-shirt, with the logo costing $590. And Tiffany unveils a Breakfast at Tiffany's experience at its Fifth Avenue flagship store.>> It's getting the customer to create a sentimental bond, connect with the brand.
And that is very, very powerful, because it can then result into customer loyalty.>> Something hard to come by due to the generation's ever-shifting preferences and loose brand loyalty. But a major priority for retailers, as millennials spend $600 billion annually on retail, according to Forbes. Young or old, those hoping to take a trip down memory lane with Louis Vuitton can do so until January 7, 2018.