Louis Vuitton Brand Audit

Topics: Louis Vuitton, LVMH, Brand Pages: 9 (2254 words) Published: January 11, 2013

"The name Louis Vuitton is synonymous with luxury. Never on sale, Louis Vuitton products are sold exclusively for the high end market, and it’s the absolute symbol of glamour".

By: Farah Soraya/ 1401135661
Louis Vuitton was established in Paris in 1854 by Monsieur Louis Vuitton. That year also marked the creation of the first flat trunk with Trianon canvas in grey. In 1867, Louis Vuitton took part in the Universal Exhibition in Paris, followed in 1885 by the first opening of a Louis Vuitton store in London. Three years later marks the creation of the beige and brown Damier canvas. Monsieur Vuitton created this particular Damier canvas in an effort to battle the knockoffs that plagued his high demand line. The monogram on the original Damier Canvas read ‘marque L. Vuitton deposee’, meaning L. Vuitton registered trademark’. In 1892, Louis Vuitton passes away and his empire is taken over by his son, George Vuitton, who for the first time takes the company global. The Louis Vuitton brand was shown at the 1893 Chicago World’s Fair, shortly followed with the creation of Monogram canvas that has become up until today the most popular icon in Louis Vuitton lines of products. In the early 1900's, several new collections of Louis Vuitton are introduced, marked in 1914 with the inauguration of the Louis Vuitton Headquarter in Paris, which later becomes the largest traveled store in the world. In 1936, George Vuitton passes on the company to his son, Gaston-Louis Vuitton who is now in charge of the family business. Forty one years later, Vuitton owns two stores that bring in $10 million dollars annually. In 1978, The Louis Vuitton Empire expands and opens its first stores in Tokyo and Osaka, Japan. The expansion into Asia continues with an opening of the Seoul, Korea store. After several years of expansion, Moet Hennessy and Louis Vuitton merge to create LVMH in 1987. By the year 1989, Louis Vuitton has over than 130 stores worldwide and is about to embark on a more ambitious worldwide expansion. In 1998, Louis Vuitton welcomes Marc Jacobs as Artistic Director and he quickly designs a men and women’s collection. That year also marks the formation of the Monogram Vernis Line, keeping up with Louis Vuitton’s legacy and hosts the first China Run Car Rally. To add to an already busy year, Louis Vuitton came out with a scrapbook and city guide collection. In 2000, the first store on the African continent was opened in Marrakech, Morocco. Louis Vuitton lends its hand, along with actress, Sharon Stone, to the American Foundation Against Aids, as Stone designs a vanity named the Amfar. The vanity was auctioned off at the International Film Festival in Venice. All the proceeds went to the aids foundation. The first piece of Louis Vuitton Jewelry is created by Marc Jacobs in 2001, and is the Louis Vuitton Charm Bracelet. The first Louis Vuitton building in Omotesando, Tokyo is opened in 2002. The Tambour watch collection is launched, and Louis Vuitton collaborates with Bob Wilson for the Christmas Window scenography. In 2003, the collaborations continue with a Japanese artist, Takashi Murakami, and together they create the Multicolored Monogram. That year also marks the 20th anniversary of the Louis Vuitton Cup. The first store in Russia opens in Moscow and in New Delhi, India. The Utah and Suhali leather lines are also launched this year. The House of Louis Vuitton celebrates its 150th anniversary in 2004. During this monumental year, Vuitton celebrates its inauguration of its second building on Fifth Avenue in Manhattan, New York. This was not the only inauguration the design house celebrated that year. They also celebrated the openings of stores in mainland China, Shanghai, and Johannesburg, South Africa. Another Christmas season collaboration for the window scenography sees Louis Vuitton pair up with Ugo Rondinone. The year 2006 marked...
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