Louis Vuitton Brand Audit

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Louis Vuitton Brand Audit

By | Jan. 2013
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LOUIS VUITTON BRAND AUDIT

"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
HISTORY
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...

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