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Louis Vuitton’s success

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Dalian Polytechnic university School of International Education/ZHAO DANSHUTraditionally, there is seldom luxury brand to be unfailing formany centuries. However, Louis Vuitton is one of these brands.

Initially, Louis Vuitton was an apprentice packer and trunkmaker.

In 1854, he founded his House and invented flat-topped trunks.

This invention helped to establish his reputation as a masterluggage-maker. And then, Vuitton started covering his trunks withgrey Trianon canvas, which was the first time he became wellknown to the public. The reasons why the company has been verysuccessful are its products, ideas and commercial management.

One of the reasons for Louis Vuitton’s success is the abilityof the company to reply to the altering modes of travel, whichappear in a surprise rate in the second half of the nineteenthcentury. In addition, his son, Georges Vuitton, played an essentialrole in the business of company. He created the Damier Canvasin 1888 and the Monogram in 1896, which were well known asthe icons of the brand. Anther icon was the Monogram canvas.

By the time the company got its centenary in 1954, the Vuittonmonogram was one of the most identifiable logos in the world(Johnston 2012). In memory of his father, Georges’ new designhad LV’s, his father’s initials, against a background of starsand flowers; it was obvious and become a direct success.

As the business grew increasingly successful, the company’ssuccess and reputation for luxury resulted in a huge wave ofcounterfeit Louis Vuitton products. Georges’ son, Gaston, workedfor his father as economic conditions worsened all over the world. In1970, Gaston Vuitton resolved against the counterfeiters by openinga store in Tokyo; by offering the actual Vuitton product in the Asianmarket, he hoped to notify customers better and reject the purchaseand manufacture of imitations. The company undertook a wonderfuladvertising campaign battle against the rise in counterfeits as well.

Furthermore, Louis Vuitton got a vast commercial successby the advertising campaign. Marc Jacobs, a New York designer,was hired as the company’s creative director in 1997. Hebrought famous people and celebrities to the brand, such as UmaThurman, Angelina Jolie, Sean Connery and Mikhail Gorbachev.

The rate of selling rapidly in creased as a result of his actions.

Nevertheless, in 1987, Louis Vuitton and other luxury brandsincluded Givenchy, Veuve Clicquot and Loewe, creating a familybusiness organization. They combined with Moet Hennessy tobuild what was to turn the world’s biggest luxury conglomerate,LVMH (Johnston 2012). In 1996, LVMH requested sevendesigners to design special pieces to celebrate the centenary of thelaunch of the classic Monogram canvas. The consequences wereso successful that LVMH head Bernard Arnault was determinedto launch Louis Vuitton as a fashion label. In the twenty-firstcentury, the company’s success relied on its ability to use theenormous capital of its keeping company and the dynamism ofBernard Arnault, while holding the high quality of constructionand materials which built the company’s reputation in the past.

Although Louis Vuitton achieved vast success in the fashionindustry of the world, there have been many difficult moments duringin this process. However, the company depended on its products,ideas and commercial management to achieve success. As a result, thecompany has established an enviable reputation for quality.

Figure1:

Louis Vuitton’s Monogram

(THE ICON: LOUIS VUITTON’S MONOGRAM.

Available from: <http://celebrating.monogram.lv/eng_CA>

[Accessed 19 February 2015].)

Figure 2:

Products of Louis Vuitton

(Johnston, R. (2012) “King Louis” , GQ Magazine,Avail abl e from http://www.gq-m aga zin e.co.uk/styl e/articles/2012-07/12/louis-vuitton-history-of-luxury-label-andoutlets-shops-bags-shoes [Accessed 20 February 2015].)References:

[1]Johnston, R. (2012) “King Louis” , GQ Magazine, Availablefrom: http://www.gq-magazine.co.uk/style/articles/2012-07/12/louis-vuitton-history-of-luxury-label-and-outlets-shops-bagsshoes [Accessed 20 February 2015].

[2]Louis Vuitton (the history of the company). Available from:

http://www.encyclopedia.com/topic/Louis_Vuitton.aspx.

[Accessed 10 February 2015].

[3]THE ICON:LOUIS VUITTON’S MONOGRAM.Availablefrom:<http://celebrating.monogram.lv/eng_CA>[Accessed 19February 2015].