Louis Vuitton has prided itself in its tradition and longstanding commitment to thousands of peoples lifestyles for over a century and a half. Right from its origins as a trunkmaker, Louis Vuitton has always been a trendsetter, progressively developing a range of luxury products consistent with the brand's values. This creativity entered an exciting new realm in 1998 when Mark Jacobs joined the firm as the Artistic Director. The French origin of Louis Vuitton swiftly became an international enterprise, opening it's first store in England over a century ago. In 1987, Louis Vuitton became a subsidiary of LVMH, the world's leading luxury goods group. It's luxury goods and services range from Moet & Chandon champagne to La Tribune newspaper and Radio Classique. Leather goods, clothing, shoes and accessories are included under the Louis Vuitton brand. Additional brands under LVMH include Dior, Tagheuer, Kenzo, Givenchy and many more elitist trade names. LVMH not only focuses on material merchandise. It's ongoing support in a wide range of activities such as the Louis Vuitton cup and its responsibility in ensuring environmental protection has made LVMH one versatile, integrated, socially conscious organization. Louis Vuitton has taken full advantage of the many synergies generated within the group while retaining their identity and remaining faithful to their distinctive difference.
CURRENT BRAND IMAGE/POSITIONING
Traditional is a word that characterizes this company because of their long and extremely proud history. At the same time, Louis Vuitton has been perceived to be both creative, modern and innovative, underpinned by professionalism. It can be seen as a merger of two totally different worlds at the aim of creating an exclusive, fashionable brand that is perceived by others to be the "best of the best" in the world of luxury goods.
Louis Vuitton is not only viewed as producing products of style, class and quality. In addition, it proposes its expertise for special orders and product customization emphasizing its commitment to ultimate customer satisfaction. The use of celebrity icons in their advertisements amplifies its exclusivity and popularity. The brand reinforced its communications by once again associating itself with Scarlett Johansson's image, featuring in Louis Vuitton's Fall/Winter 2007 2008 campaign. Emphasizing feminine sensuality. Awareness of the Louis Vuitton brand is strongly influenced by forms of publicity. Paris Hilton, the socialite,for one, has often been seen on television or in magazines sporting a Louis Vuitton garment. At the same time that Louis Vuitton is seen by some to be an elite brand only used by the rich and famous, it does on the other hand involve itself in the arts and social solidarity.
As an organization with a living cultural heritage, that is forever self-perpetuating, LVMH and Louis Vuitton have established various initiatives to promote culture, art and heritage. In addition, the LVMH group offers children and young adults access to the best of culture, in particular in spheres of music and art. LVMH's involvement in educating young designers and students so that they are fully equipped to meet the economic challenges within the industries associated with design and luxury goods. The LVMH group has also chosen to support various foundations and associations working throughout the world to help underprivileged children as well as supporting scientific teams engaged in research related to public health issues. For Louis Vuitton, an environmentally sound approach is closely linked to their values and business. The relationship between LVMH and environmental protection is a long standing one, both natural and sustainable. As in any human activity, we use the air, water, and land around us. LVMH emphasizes that the environment is a form of capital that they are borrowing from future generations, and therefore protection, prudence and care for the...