This is a story of persistence, tragedy and success. A story of how a 16 year-old trunk master created the number one leading luxury fashion house, Louis Vuitton. (Maison, 2020) A boy who grew up in the working class of the 19th century went on to build the empire we know today.
A TIMELINE OF LOUIS VUITTON:
In his apprenticeship, Vuitton would learn quality skills in creating unique luggage upon customer-request (Kitner, 2014). Because of the transportation modes during this time, baggage was handled clumsily and thus, well-made luggage was at a demand (Koyaana, 2020). He quickly became a well-known crafter in this boutique industry, even gaining work from Napoleon III’s wife (Maison, 2020). After seventeen years under Maréchal’s wing, Vuitton opened his first workshop. Not long after, his Asnières site was opened becoming an allegory for the prospering company. The great successes of Louis Vuitton called for expansion of the original site where products are still made to this day. In 1900 to 1914 the employees at the workshop more than doubled from 100 to 225 (Maison, 2020).
Furthermore, with the rise in lock-picking crime, Louis Vuitton designed an innovative lock system called the tumbler lock. This new addition took several years to create as it had two spring buckles in a single lock system (Maison, 2020). However, the new lock was not the only exclusive addition that the company came out with. As an ode to his father, Georges Vuitton designs the iconic LV monogram (Koyaana, 2020). This revolutionary strategy helped preventing counterfeits as the products had their designer’s name on them (Kong, 2020). The luggage became easily identifiable because of the monogram and colour scheme creating a strong visual identity encouraging customer shopping experiences (Fashionary, 2019, pp.18).
Unfortunately, tragedy strikes again in the passing of Georges Vuitton. Gaston-Louis, the son of Georges Vuitton, takes over and reworks the iconic monogram canvas. He incorporates the element of leather, enabling luggage to be broadened in style (Koyaana, 2020). This led to Louis Vuitton’s accessories being associated with chic-travel and was endorsed by popular actors throughout the 50s and 60s, making the company a symbol of high society (Yotka, 2019). Overall, the innovative nature of Louis Vuitton and the status symbol that the brand produced, ensured a unique position in the market, allowing for consumers to choose the brand over competitors (Huggard, 2020, pp.3).
Additionally, Louis Vuitton merged forming Louis Vuitton Moet Henessy. The merge of the fashion house with other high-end names was successful due to the brand experience that each business provides. This was a smart strategic move as LVMH creates a powerful underpinning of the brand to its customers, allowing for successful product diversification (Posner, 2015, pp.139). The conglomeration led to LVMH becoming the world’s biggest luxury goods group (Kitner, 2014).
LVMH BRANDS:
(Wilson, 2020)
Moreover, Louis Vuitton became adventurous in the 90s, noted in their first collaboration with external designers for their 100th anniversary (Kitner, 2014). The fashion house called on designers to design a limited-edition bag using the signature monogram (Maison, 2020).
LOUIS VUITTON'S100TH ANNIVERSARY:
It is undoubtedly so that Louis Vuitton is the most powerful and successful fashion house of our time. The brand’s inspiring story not only highlights the importance of innovation, hard work and persistence but that of the importance of contrast in heritage and newness.
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