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Louis Vuitton

Louis Vuitton

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Louis Vuitton

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  1. Louis Vuitton

  2. French luxury fashion and leather goods company • Founded in 1854- one of the oldest fashion houses • Known for bags and trunks • Currently headed by Marc Jacobs • Became one of the most counterfeited brands

  3. Biography • Born in 1821 in France • Travelled to Paris on foot by the age of 14 • At 16 became an apprentice for Merachal • 1845 opened his first shop • 1885 opened a store in London • Died in 1892 • His son Georgies followed his footsteps

  4. Merchandise: • Hand made luggage • Clothes • Accessories

  5. History • 19th century : trunks and luggage retailer • 20th century : expanded into fashion by making bags and purses with signature monogram • In 1987 the Louis Vuitton merged with Moet Hennessey, a top spirits manufacturer, to form LVMH- massive luxury goods conglomerate (60 sub companies ) (Hennesy, Dior, Givenschy, Marc Jacobs, Fendi)

  6. Working with Stephen Sprouse and creating graffiti bags • A big hit multicolored monogram bags with Takashi Murakami

  7. Counterfeiting • Only 1% authentic • Monogram created to prevent it • 18% of seized fakes in Europe are LV

  8. Advertising • Until now magazine ads and billboards • Recently made its first commercial ( translated into 13 languages) http://www.youtube.com/watch?v=fG79nd8ej94 • August 2007 instead of supermodels used Mikhail Gorbachev for his campaign