History of Louis Vuitton

2. Overview
Origin and History of Louis Vuitton
Origin of Louis Vuitton Logo
Louis Vuitton Brand Equity
Body, Soul, and Conscience
Use of IBP to Promote the Brand in
Thailand
Recommendations for Louis Vuitton IBP
over the Next Two Years

3. ORIGIN & HISTORY

4. Louis Vuitton Malletier
The Founder of
Louis Vuitton Company
Born in 1821

5. Early Days
Born in 1821
1835 Moved to Paris
•Worked with French royalty
•Gained finery packing skills

6. Early Days
Born in 1821
1835 Moved to Paris
• Invented the flat-bottom trunks

7. 1854 Opened the
1st store in Paris
1885 Opened
new branch in
London

8. 1892 Louis Vuitton died.

9. The Golden Age
1892 Georges Vuitton managed the company.
1893 Chicago World’s Fair

10. 1896 Monogram Canvas
And Five-combination lock
1936 Georges
Passed away.

11. 1936 Gaston-Louis Vuitton 1987
assumed control of the
company.
1983
American’s Cup;
Louis Vuitton Cup
Modern Age

12. 1997 Marc Jacobs as
the label’s artistic
director
Millennium age

13. 1997 Marc Jacobs as the
label’s artistic director
2003
Takashi Murakami
Millennium age

14. 1997 Marc Jacobs as the 2004 150th
label’s artistic director anniversary
2003
Takashi Murakami
Millennium age

15. 2010
Louis Vuitton Maison
On New Bond Street, London
Millennium age

16. Origin of LV Logo
A way to prevent counterfeiting
of the Parisian company’s
designer luggage
The creation of white and red
stripes
Checkerboard patterns

17. Origin of LV Logo
A brown white lattice with printed
the first Louis Vuitton trademark
“marque L.Vuitton déposée.”

18. Origin of LV Logo
By 1896, Georges created
monogram canvas that turned
into a consistent logo for Louis
Vuitton.
1897 - Registered the logo
1905 – Registered it as a brand

19. BRAND EQUITY

20. 2009
425 stores
worldwide
Gathering
momentum in
China

21. Core Value campaign - Reinvigorates
the brand status as ‘Classic’

22. Damier Graphite range

23. 2008

24. Louis Vuitton’s advertising rose up to 28%
- Brand development
- Expansion of international retails

25. First launch advertised on television
- Travel themed 90 second spot
- To promote the brand

26. “This is the way to say Louis
Vuitton is different. It is
something ephemera but
also something that stays.”
-- Pietro Beccari,
Loius Vuitton Head Marketing

27. Increased
Brand value by
2006-2007
15% with
$20,321 millions
of brand value
First launch a
special line
jewelry by
Pharrel Williams

28. 2004-2005

29. Brand Ranking (Interbrand.com)
0
10
20
30
LV
Rankings
40
Hermes
50
Gucci
60
70
Channel
80
90
2004 2005 2006 2007 2008 2009

30. Brand Value (Interbrand.com)
25,000
20,000
$ millions
15,000 LV
10,000 Hermes
Gucci
5,000
Channel
0
2004 2005 2006 2007 2008 2009
Year

33. BODY, SOUL,
AND CONSCIENCE

34. Body
Tangible or physical properties of the
product

39. Soul
Components of Soul:
Emotional side
Characters
Personality
Culture

40. Romance
Price: US$13,000

41. Carrousel
Price: US$12,800

44. Conscience
Arrived from
the promise
that the
brand
commits to
customers

46. Craftsmanship

48. IBP IN THAILAND

49. Use of IBP:
Print Ad
Outdoor Signage
Word of Mouth

50. Print Ad

53. Outdoor Signage

55. Word of Mouth
Most credible forms of advertising
Making recommendations

56. Louis Vuitton Social group in
Siambrandname.com
Almost 1000 threads in two years
User reviews/complaints
Games/Quizzes
Updates on the new collection
Date Code/“Made In” information and
locations

57. www.ilvoelv.com

58. LV Lover’s Blog
“Just a simple guy who all of a sudden realized
that I needed a bag that could hold all my stuff
like keys, cellphone, sunglasses, wallet etc...What
better way to start, than to acquire one from the
legendary trunk maker Louis Vuitton.”
- Louis Vuitton Lover

61. From actresses, celebrities, and famous people

62. Recommendations for Louis Vuitton
IBP over the Next Two Years
RECOMMENDATIONS

64. New Branch
Siam Paragon:
well-recognized
department store
in the heart of
metropolitan
Bangkok

65. Grand Opening
Invitations sent to the elites in the society
Fashion show, products display around
the venue
An icon- a life-size model of a Louis
Vuitton handbag

66. Red Carpet Party
Opportunity for LV
customers to
congregate and
socialize.
Related press and
media invited

67. Charity Events
New or limited editions of Louis Vuitton
handbags being held for an auction
Total profit to be donated to cause-
related organizations in Bangkok

68. Collaboration with
Thai artists and designers
Add a new outlook for the brand
More appealing to the Thai customer
market

74. Thai language on the official website
Build profound one-on-one relationship
with its Thai customers
Enhance convenience and space in for
potential Thai customers to do research
and develop desire