Louis Vuitton is a luxury goods company founded in 1854 in Paris, France that is known for its trunks, leather goods, and fashion. It has expanded from its origins in luggage and travel accessories to include ready-to-wear, shoes, watches, jewelry, accessories, and other products. Key figures in Louis Vuitton's history include Louis Vuitton, who established the company, and Marc Jacobs, current creative director known for modernizing the brand.

2. Louis Vuitton

3. Introduction Founded in 1854 by Louis Vuitton Headquarters – Paris, France Key People: Bernard Arnault, (President) Marc Jacobs, (Art Director) Antoine Arnault, (Director of Communications) Industry: Retail Products: Luxury Goods

4. History - Early Days (1854-1892) 1854 - Vuitton opens his first store in Paris on Rue Neuve des Capucines, founding Louis Vuitton Malletier a paris In 1858, Vuitton introduced his flat-bottom trunks with trianon canvas (they were lightweight and airtight) Becoming successful and prestigious, many other luggagemakers began to imitate LV's style and design 1880 - developed the unique five-number combination lock found on Vuitton trunks.

5. History - Early Days (1854-1892) In 1867, the company participated in the universal exhibition in Paris To protect against the duplication of his look, he changed the Trianon design to a beige and brown stripes design in 1876 By 1885, the company opened its first store in London, England on Oxford Street

6. Early Days (1854-1892) In 1888, the Damier Canvas pattern was created by Louis Vuitton, bearing a logo that reads "marque L. Vuitton déposée," which translates to "mark L. Vuitton deposited" or, roughly, "L. Vuitton trademark 1892 - Vuitton dies; the Vuitton company begins selling handbags.

7. Golden Age of Louis Vuitton (1893-1936) In 1896, the company launched the legendary Monogram Canvas and made the worldwide patents on it Its graphic symbols, including quatrefoils and flowers (as well as the LV monogram), were based on the trend of using Japanese and Oriental designs in the late Victorian era

8. Golden Age of Louis Vuitton (1893-1936) 1899 - Georges exhibits Vuitton products at the maiden Paris Auto Show 1900 - Georges Vuitton is given the honor of setting up the Travel Items and Leather Goods section of the 1900 World's Fair in Paris.

9. Golden Age of Louis Vuitton (1893-1936) In 1901, the Louis Vuitton Company introduced the Steamer Bag , a smaller piece of luggage designed to be kept inside Vuitton luggage trunks 1904 - Louis Vuitton company introduces a new line of trunks that have special compartments for items such as perfumes, clothing, and other goods

10. Golden Age of Louis Vuitton (1893-1936) 1914 - The Louis Vuitton Building opens on the Champs-Elysees. This is the largest travel-goods store in the world at the time. Stores also open in New York, Bombay, Washington, London, Alexandria, and Buenos Aires as World War I begins

11. Golden Age of Louis Vuitton (1893-1936) Afterwards, in 1924, the Keepall bag is introduced 1929 - The company celebrates its seventy-fifth anniversary and expands its offering of custom-made items It creates a toiletry case specially for opera singer Marthe Chenal, which can hold bottles, brushes, mirrors, powder boxes, and other toiletries.

12. Golden Age of Louis Vuitton (1893-1936) 1931 - Louis Vuitton introduces exotic bags, including handbags made from crocodile skin and elephant hide, and presents them at the Colonial Exhibition. 1932 - Louis Vuitton introduces the Noé bag. This bag was originally made for champagne vinters to transport bottles, and is currently sold as a handbag. Prices for this bag now begin at US$585.

13. Golden Age of Louis Vuitton (1893-1936) 1933 - The Louis Vuitton Speedy bag is introduced. It is still manufactured today. 1936 - The golden age of Louis Vuitton ends as Georges Vuitton passes away Estimates credit Georges Vuitton with over 700 new Vuitton designs. Gaston-Louis Vuitton assumes control of the company. The secretary trunk is introduced for Leopold Stokowski, a conductor.

14. Modern Age of Louis Vuitton (1937-1996) 1959 - The company revamps its signature Monogram Canvas to make it more supple, allowing it to be used for purses, bags, and wallets. 1963 - Audrey Hepburn is seen carrying the bag in the film Charade. 1966 - The company launches the classic Papillon, a cylindrical bag that is said to resemble a butterfly .

15. Modern Age of Louis Vuitton (1937-1996) Audrey Hepburn In Charade, 1963

16. Modern Age of Louis Vuitton (1937-1996) 1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka. (Sales in Japan would come to account for nearly half of the company's total revenue by the 1980s.) 1983 - The company joins with America's Cup to form the Louis Vuitton Cup, a preliminary competition (known as an eliminatory regatta) for the world's most prestigious yacht race 1984 - Vuitton expands its presence in Asia by opening its first store in Korea, in Seoul 1986 - The company introduces its Epi leather line

17. Modern Age of Louis Vuitton (1937-1996) 1987 - Moët et Chandon and Hennessy, leading manufacturers of champagne and of brandy, respectively, merge with Louis Vuitton to form the world's largest luxury goods conglomerate, LVMH The group is partly owned by the Christian Dior group, and Bernard Arnault is chairman and CEO of both companies 1988 - Vuitton reports profits up 49% from the prior year 1989 - The company's stores total 130 worldwide. 1990 - Yves Carcelle is named president of the company. 1992 - The first store in China is opened at the Palace Hotel in Beijing. 1993 - The Taiga leather line is introduced.

18. Modern Age of Louis Vuitton (1937-1996) The Taiga leather line

19. 1996 - The centennial of the Monogram Canvas is celebrated in seven cities across the world, marked by parties at stores and the release of limited-edition items bearing the signature design 1997 - The company hires designer Marc Jacobs to be the label's artistic director. In March of the following year, he designs and introduces the company's first prêt-à-porter line of clothing - Monogram Vernis line, the LV scrapbooks, and the Louis Vuitton City Guide were launched - first rally in China was held ("China Run") as well 2000 - The opening of the first store in Africa in Marrakech, Morocco Louis Vuitton (1997-present)

20. Louis Vuitton (1997-present) Monogram Vernis Line Scrapbook

21. 2001 - Stephen Sprouse, in collaboration with Marc Jacobs, designs a limited-edition line of Vuitton bags that feature graffiti written over the monogram pattern. The graffiti says Louis Vuitton and, on certain bags, the name of the bag (such as 'Keepall' and 'Speedy') Louis Vuitton (1997-present)

22. 2003 - Takashi Murakami, in collaboration with Marc Jacobs, masterminds the new Monogram Multicolour canvas range of handbags and accessories This range includes the monograms of the standard Monogram Canvas, but in 33 different colors on either a white or black background. (The classic canvas features gold monograms on a brown background.) Louis Vuitton (1997-present)

23. In 2003 - Takashi Murakami created the "Cherry Blossom" pattern, in which smiling cartoon faces in the middle of pink and yellow flowers are sporadically placed atop the Monogram Canvas. This pattern appeared on a limited number of pieces, which sold out quickly Louis Vuitton (1997-present)

24. Louis Vuitton (1997-present) Takashi Murakami - Cherry Blossom pattern

25. Louis Vuitton (1997-present) 2006 - The company launches a new line, called Damier Azur, a reinvention of the oldest pattern created by Louis Vuitton (the original Damier) Louis Vuitton opens its first store in Norway, located in Akersgaten in Oslo. It also opens its tenth UK store in the upmarket Leeds Victoria Quarter Louis Vuitton reopens its Malaysian flagship store at the upscale Starhill Gallery. The store is 6,000 square feet - the largest in southeast Asia Louis Vuitton reopens a Global Store in Guam, 27 years after they opened the first store in there. The store is 3 floors high with a high display wall called the Bags' Bar. The outside wall is built with laser-cut LV logo shaped stones

26. Louis Vuitton Brand Positioning/Essence - The Potent Symbol of modern Style. LV creates innovative, elegant and practical modern luxuries with quality Leader of Luxury Luggage as an exclusive line. (not everyone can have it) - To satisfy the potential customers, LV is promoting its image that provides consumers with added benefits on top of the practical use of its products. A person purchase a piece of the Louis Vuitton luggage, he is not only purchasing a piece of luggage, but prestige and style Personality - LV is Elegant, Practical, Prestige, Luxurious, Desirable, Stylish, Value-for-money, High -quality and Ever-lasting

27. Louis Vuitton (1997-present) 2007 - Louis Vuitton opens its first store in the Dutch Antilles, in Aruba. The store features the new Louis Vuitton concept and is located inside the Renaissance Hotel & Casino 2007 - Louis Vuitton's Nagoya store opens its doors in Midland Square, Japan 2008, Louis Vuitton released the Damier Graphite canvas. The canvas features the classic Damier pattern but in black and grey, giving it a masculine look and urban feel In January 2009, Louis Vuitton continued is longstanding relationship with the world of sailing at the highest level, organizing the Louis Vuitton Pacific Series, a friendly match racing event.

28. Louis Vuitton Consumers are stylish, fashionable, aware of designer's brands and look for quality and after sales services - Most of the users are mature (25+), female, working population with stable financial background - There is an increasing number of young LV users, who are fashionable trend-followers - LV users are usually less price-concerned LV products are frequently used by the rich and famous, celebrities, models all over the world LV also produces series of leather goods for the business world, including briefcases, organizers, palm-cases... all could be easily found in business meetings and offices

29. SWOT - Analysis Strengths Louis Vuitton is not only one of the oldest, but also one of the most legendary houses of fashion in the world - Leading the avant-garde of fashion without compromising traditional craftsmanship Fashion – Marc Jacobs as LV’s artistic director has touched new heights Craftsmanship – LV products known for their skilled handiwork and exquisite material - 17 production workshops, an international logistics center Brand Logo, Visual Identity, Monogram Canvas on LV products - All of the company's products exhibit the eponymous LV initials – strengthening and protecting the Brands identity and image Heritage – along history of more than 150 years

30. SWOT - Analysis Strengths Website as an authorized channel to market its product and build brand associations Biggest luxury Brand in the World - It has presence in world’s leading commercial hubs of the world including China, Malaysia, Japan, Hong Kong..etc More recently in Norway and Aruba. - popular, loyal customers in Japan , Europe and US Exclusivity - Since the 19th century, manufacture of Louis Vuitton goods have not changed: Luggage is still made by hand, utilize the signature brown Damier and Monogram Canvas materials, both of which were first used in the late 19th century

31. SWOT - Analysis Strengths Marketing - The company markets its product through its own stores located throughout the world, which allows it to control product quality and pricing It also allows LV to prevent counterfeit products entering its distribution channels Louis Vuitton has no discount sales nor does it have any duty-free stores – maintaining the luxury brand image In addition, the company distributes its products exclusively through LouisVuitton.com – Online Shopping - can be accessed by anyone, anywhere in the world

32. SWOT - Analysis Strengths Its advertisement features world famous celebrities, sportspersons and politicians like - Steffi Graf, Andre Agassi, Gisele Bündchen and Catherine Deneuve shot by Annie Leibovitz Models and Actresses like Jennifer Lopez and Madonna have also lend their face to the brand - Offering Custom made products - It created a toiletry case specially for opera singer Marthe Chenal, which can hold bottles, brushes, mirrors, powder boxes, and other toiletries

33. SWOT - Analysis Weaknesses Limited customer base – LV can be afforded only by the elite and rich who want to make a statement and want to be distinctive from others It has restricted retail opportunities compared to other luxury brands like as the company markets its product through its own stores only It doesn’t have discount sale on its products – reducing the chances of bulk purchases, or attracting customers who can afford more economical products Business largely depends on the economic condition - if economy was depressed, its sales growth slows down sharply like it did in 2002, since demand for luxury goods declines markedly when recession or depression happens

34. SWOT - Analysis Opportunities LV leverages its strong brand equity to products – Fashion, Accessories, Jewellery line, Shoes, Time Pieces, Architecture (Geneva, NY etc.) Revamping LV’s image from time to time, to meet contemporary tastes and styles of its elite consumers Custom made products for Prominent figures – can exclusively order Louis Vuitton luggage for e.g.- Congo explorer Pierre Savorgnan de Brazza , who ordered a combined trunk and bed from the company, and American conductor Leopold Stokowski (for his travels), whose traveling secrétaire was designed by Gaston-Louis Vuitton Movie Actors and Actresses can advertise by using LV products in their movies - In 1963 - Audrey Hepburn is seen carrying the bag in the film Charade

35. SWOT - Analysis Opportunities Exhibitions and Events – In 1867, LV entered the Universal Exhibition at the World's Fair in Paris and won the bronze medal Expansion of the Brand throughout the world – Macau One Central, Australia (Melbourne) Website offers - LV City Guide 2010, LV Sound Walk, A journey Beyond – Jim Lovell, Buzz Aldrin, Sally Ride

36. SWOT - Analysis Threats Counterfeiting – Louis Vuitton is one of the most counterfeited brands in the fashion world due to its image as a status symbol - imitation of quality, expertise and innovation – sued Britney Spears, Darfur Charity infringing LV”S intellectual property rights Collaboration with Nazi Germany - The French book Louis Vuitton, une saga française ( Louis Vuitton: A French Saga ) tells how members of the Vuitton family actively aided the puppet government led by Marshal Philippe Pétain, increasing their wealth from their business affairs with the Nazis Animal Rights group – campaigners staged a noisy protest outside a Louis Vuitton store on Paris' famed Champs Elysees avenue in 2006 for using real fur in decoration and accessories

37. SWOT - Analysis Threats Current Global economy – Economic Recession – financial crisis Changing trends – year to year Fashion Marketing can’t be the same in Asia than in Europe because the target audience in Europe is above the age of 40 yrs old where as in China the Consumer group ranges from 18 – 39 yrs old Competitors - Christian Dior, Chanel, Gucci, Prada, Salvatore Ferragamo Varied taxes and Market plans in different countries across the world

38. Industry Analysis LV positioned as a leader in luxury travel - The Art of Travel – share its passion for travel and city life, City Guide 2010 – unique advice an latest trends The brand itself is estimated to be worth USD 19.395 billion The Louis Vuitton Brand and the famous LV monogram are among the world's most valuable brands - world's 29th most valuable brand, right after AT&T and before HSBC (According to a Millward Brown 2009 study) LV has set up anti counterfeiting team with head qurter in paris and other part of the world – Tokyo, Ghagzou, Dubai, Bauenos Aries, Hong Kong, New York, Milan Merger to create LVMH became a milestone step, and from then on, LV came to acquire its luxury fashion image known today

39. Industry Analysis Research in the early 2000’s showed that a staggering 94% of Tokyo women in their 20’s owned a Louis Vuitton piece Louis Vuitton products are sold exclusively in selected Louis Vuitton boutiques found in chic locations in wealthy cities worldwide - to maintain and increase the perception of luxury relating to their products Louis Vuitton fakes accounted for 18% of counterfeit accessories apprehended in the European Union in 2004 The Private equity funds for Luxury industry in India is on an upswing. Global luxury brands are acquiring or investing in small Indian brands and Indian manufacturing companies. Global mega brands like LVMH are looking at investing large sums of money in India in terms of capital

40. Industry Analysis India has recently opened up 51 per cent foreign direct investment (FDI) in single brand, the 12-billion euro French luxury industry is eyeing the domestic luxury segment to make a presence through retailing directly The gap between the tariff structure, which is very high here, and the heightened interest of the Indian consumer for foreign brand products needs to be bridged. Most of the consumers of luxury goods in India are women and it is a sophisticated market where there is a strong awareness of authentic luxury products

41. Present situation in Global Economy To maintain and increase the perception of luxury, relating to their products – opening new stores in Australia, organizing the Louis Vuitton Pacific Series, a friendly match racing event Louis Vuitton brand is also implementing its worldwide battle against counterfeiting LV’s outstanding brand development strategy distinguishes them from other luxury brands China might again drive sales growth next year. Chinese people make up around 18% of Vuitton sale Luxury sales declined 8% decline in 2009,FORECAST - sales could grow by only 1% next year - No strong rebound in Europe, the US and in Japan which still accounts for the bulk of the spending

42. COMPETITORS DOLCE & GABBANA GUCCI HERMES PRADA CHANEL

43. DOLCE & GABBANA Established-1982 Vertical –handbags, clothing , watches Place of origin-Milan – Italy D&G has 215 stores all over the world. Dolce & Gabbana brought many of its production licenses in-house in 2000 and introduced a children's line in 2001. A major deal with the Japanese retailer Misaki Shoji, Osaka just secured potential growth in Nippon.

44. GUCCI Established -1921 Vertical-handbags, footwear, sunglasses , clothing Place of origin-Florence-Italy GUCCI has more than 425 stores. The news is not good for the Gucci brand, Gucci sales only increased by 2.4% to €513m, versus market expectations of 7% growth in 2008

45. HERMES Established -1837 Place of origin-France Vertical-Leather bags , perfumes luxury goods It has around 216 stores all over the world. Hermes is forecasting growth of less than 1% for the global economy in 2009 . At the same time, emerging economies are being severely hurt by a world crisis

46. PRADA Established-1913 Place of origin-Milan(Italy) Vertical-leather accessories, shoes , luggage PRADA has 122 stores around the world (another 19 are franchises) Net profits in 2007 (the latest numbers available) had risen 66%, to $187 million. Sales had grown 17%, to $2.5 billion. tokyo

47. CHANEL Established-1909 Place of origin –Paris Vertical-Apparel , accessories , footwear operates over 200 boutiques worldwide Economic growth – Estimated value of Chanel: $10.3 billion to $14.8 billion Chanel expects to see continued growth in 2009 but at a slower pace due to the economic meltdown

48. Recommendations SHORT TERM To make LV more appealing to the consumers, some products of the brand can be made available only in small quantities, by limiting its production of certain products from time to time , or producing special edition of the same handbag in different markets, LV products could become even more premium - This can satisfy the consumers who want to differentiate themselves from other LV users LV could even create a trend for collection of limited edition LV products by the consumers Branding and Lifestyle advertising is becoming increasingly popular as advertisers are trying to revive the idea of brand loyalty – print and TV Ads Can open up to Franchising with High end malls around the world

49. Recommendations LONG TERM To be more distinctive from the competition, Louis Vuitton may consider concentrating its business model to production of leather goods only - As most of the competitors are doing many business other than only leather goods. If LV could concentrate on leather goods production alone, it could become not just the leader, but the specialist of producing different leather goods Venture into Untapped market – Russia, China, India, Seychelles, Mauritius, Madagascar Offer more economic lines to the consumer – sub brand help fight counterfeiting and broaden their consumer base

50. Advertising The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses such as Jennifer Lopez and most recently Madonna in its marketing campaigns Breaking from their usual traditions of employing supermodels and celebrities to advertise their products In 2007, the former USSR leader Mikhail Gorbachev appeared in an ad campaign along with Steffi Graf, Andre Agassi, and Catherine Deneuve Many rappers, most notably Kanye West, have mentioned the company in certain songs The company commonly uses print ads in magazines and billboards in cosmopolitan cities

51. Advertising In 2008, Antoine Arnault, director of the communication department, decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme "Where will life take you?" and is translated into 13 different languages This is the first Vuitton commercial ad ever and was directed by renowned French director Bruno Aveillan Tagline – Some journeys can change mankind forever!

52. Louis Vuitton Advertising Campaign

53. Louis Vuitton Spring 2009 Ad Campaign

55. Mikhail Gorbachev for LV – print ad

56. Louis Vuitton Spring/Summer 2010 Ad Campaign Model: Lara Stone, Photographer: Steven Meisel

57. THANK YOU Submitted By: Kannu Priya Rawat & Kanika Gupta