Many people are crazy for Louis Vuitton -- a luxury French fashion and leather goods brand. The brand is definitely world famous and is particularly hot in Asia1. Over 90% say it's a bad experience and they don't like it at all. However, if you ask them whether they like the brand, the same dominant say they love it! Because they love the brand image being projected by other marketing communications channels like advertising, public relations, celebrities' events, etc., and of course, the superb product quality. 2 However, while the French company applauds Plesner's efforts to support Darfur, they filed a cease-and-desist letter to order the artist to stop production and distribution of the images. Plesner has stated that her image is inspired by designer bags in general and did not explicitly refer to an LV bag. The pattern used in the drawing is not the pattern design of the said luxury bag, and that the name Louis Vuitton is never referred or mentioned in her campaign. 3 In the late 19th century, Louis Vuitton was a renowned trunks and luggage retailer. Entering into the 20th century, the company expanded in terms of locations and financial success. Beginning in the middle of the century, it entered the fashion world, integrating its signature Monogram Canvas into purses and bags. Its merger to create LVMH became a milestone step, and from then on, LV came to acquire its luxury fashion image known today. 4 In Japan, he asserts, there is little money, prestige or exposure in being a fine artist. But there is also little distinction between high art and low art, and no cultural repercussions for flitting between the two. That's why he viewed this fashion foray as a perfect way to become better known in his own country, where Louis Vuitton is the godhead of the nation's real state religion: the worship of luxury brands. Indeed, Japan accounts for one-third of the company's international sales). Mission accomplished: in Japan, Murakami is now magazine-cover, mobbed-in-public, rock-star famous�something that a million gallery shows could never have made him. 5 Nadia received her first letter from the Paris based retailer on February 22th. Vuitton kindly urged her to quit raising money for the good cause, arguing that it infringes their intellectual property rights. Nadia was surprised by the letter, and decided to send a reply in which she explained that she didn't use the exact pattern of a Louis Vuitton bag, and that the drawing simply refers to designer bags in general. 6 LVMH Moet Hennessy Louis Vuitton reported earnings results for the first-quarter of 2008. For the quarter, the company reported sales rose 12% in organic terms as a soft quarter for its Wines & Spirits business was offset by double-digit growth at all other units. The luxury goods group total sales rose 5% to EUR 4.002 billion from EUR 3.804 billion, including a negative impact from exchange rates. 7 Louis Vuitton has pursued a consistent approach to developing the market, never compromising in the face of difficult operational obstacles, and, as always, controlling every aspect of the business. This unique approach has powered Louis Vuitton to its current position as the most successful luxury brand in China. Today, the mainland Chinese are Louis Vuitton's third-largest customer segment in the world. 8 A selection of Monogram Multicolor bags and small leather goods will be available for sale for the duration of the � MURAKAMI exhibition. Just as the MOCA store presented a number of limited-edition Monogram canvasses revisited by Takashi Murakami, the Brooklyn store will also offer a new version of these "Editioned Canvasses," signed by the artist and sold as exclusive art products. The new version, called Monogramouflage, is an exciting new pattern created by Takashi Murakami for Louis Vuitton, and gives viewers a glimpse of a bright new product line that will be launched at the Brooklyn Museum Louis Vuitton store on June 1 before being sold in selected Louis Vuitton stores worldwide. As the store may generate revenues, part of them will be donated to the Federal Enforcement Homeland Security Foundation. 9 For example, all French Company pieces vary slightly so if you are looking at a French Company Vintage Vuitton piece, it may differ a bit. For instance, the FC Speedy 30 does NOT always have 5 stitches across the top, does NOT have upside down LVs on one side, and does NOT have Louis Vuitton embossed in the hardware. 10 The arrival in 1998 of Marc Jacobs as Artistic Director marked the launch of a ready-to-wear and shoes line. The American designer instilled the brand with a fresh wave of creativity. He revisited Vuitton's image in collaboration with contemporary artists like Stephen Sprouse in 2001, or Takashi Murakami in 2003, attracting new publics to the brand. Marc Jacobs has at the same time remained faithful to the Louis Vuitton heritage, reinterpreting it with a modern touch. 11 Louis Vuitton has moved into new realms too, developing accessories, watches and, most recently, jewelry, with a first complete line launched in September. This diversified offering makes Louis Vuitton a truly "global" brand � and the number one luxury brand in the world. 12 The reason for this is that Louis Vuitton uses one continuous piece of leather that wraps around from the front to back, without a seam on the bottom- and so, the backside has upside down logos. This is true on the Speedy styles (except French Company Speedys), the Keepalls, Papillons, and some similar styles.Mostmonogram pieces (any piece with a separate piece of canvas or leather on the bottom) will have the LVs rightside up on both sides. 13 Who are the target customers and what are the brand values of Louis Vuitton? In strict terms, the top 1% and the super-rich are the targets of luxury-goods marketers. However, luxury is defined broadly nowadays and the growing middle-class is buying more and more designer brands. In fact, to fuel the continuous growth demand of a public-listed giant, Louis Vuitton could hardly limit the top 1% only or exclude the emerging middle-class as her target customers. 14 The overseas adventure began in 1885 with the opening of a branch in London. In 1978, Louis Vuitton made its entrance in Japan and, less than thirty years later, this key luxury market (70 % of purchases worldwide are made by Japanese customers) represents a turnover of more than a billion euros. The archipelago is its leading market and the enthusiasm for its products is such that you can truly talk about a "cult brand". 15 The patents later prove to be successful in stopping counterfeiting. In this same year, Georges traveled to the United States, where he toured various cities (such as New York, Philadelphia, and Chicago), selling Vuitton products during the visit. In 1901, the Louis Vuitton Company introduced the Steamer Bag, a smaller piece of luggage designed to be kept inside Vuitton luggage trunks. 16 Distribution is subject to equally demanding standards. Louis Vuitton opened his first store the year he founded the company, on Rue Neuve-des-Capucines, in order to showcase his products in an appropriate setting. The brand quickly expanded outside France and by the beginning of the 20th century had a presence in other European countries, as well as Australia, Asia and the United States, always choosing prime locations. 17 With 322 stores in 52 countries, Louis Vuitton is not easing up on the speed of its expansion. Faithful to its pioneering spirit, the brand moved into China (1992) and India (2003) before anyone else. It is one of the few, if not the only, luxury goods firms to take the risk of setting up in new countries like Vietnam and South Africa (its first store in Johannesburg is due to open at the end of October 2004). 18 A long-term strategic vision and the ongoing involvement of the Vuitton family have clearly contributed to the brand's enduring success. Louis Vuitton's 10,000 employees are united by an extremely strong corporate culture, anchored in the brand's founding values. The 150th anniversary has been widely promoted inside the company , including the inhouse newsletter and Intranet. Employees also took part in a contest to test their knowledge and inventiveness. 19 No company could afford to satisfy all the needs of customers, even only the most important needs. Louis Vuitton choose to project prestige, exclusive feeling but not a better service at her retail shops, the 2nd restaurant choose to focus on food quality but not a shorter waiting time to their customers. Essential in two dimensions: first, the needs must be one of the most important needs of your target customers, and second, by satisfying these needs, you can realize your brand values and fulfil your brand promise to your customers. If you try to meet all your customer needs unanimously, without knowing and excelling your brand values throughout the experience process; you are to a very large extent, wasting your own resources. 20 |