Brand Profile: Louis Vuitton
Nov 12, 2019
There are very few brands in the world that gained as much popularity and fortune as Louis Vuitton achieved. The phenomenal growth of this fashion house can be gauged by these statistics:
• Louis Vuitton is currently the world’s most valuable fashion business with a brand value of $39.3 billion.
• The company owns some of the biggest fashion houses that include names like Dior, Fendi, Givenchy and Bvlgari to name a few.
• It has a strong global presence and operates in 50 countries with its more than 450 stores.
From starting a trunk business from a single shop to becoming the most valuable brand with stores in every corner of the world, Louis Vuitton has trodden a long journey which needs to be told.
So here we go with our feature on “brand profile” where we will discuss in detail the inspiring success story of Louis Vuitton.
1854: The Birth of Louis Vuitton
1854 was the year when a Parisian fellow Louis Vuitton opened the first shop for making travel bags and luggage. This was the beginning of an era that would continue for more than 150 years. Louis Vuitton made good money doing the business. But he still had to wait for the next four years to create the many masterpieces under his eponymous label.
1858: The Introduction of Trunk with Flat Top and Bottom
Louis Vuitton went on to make its first trunk in 1858 which became the first trunk with a flat top and bottom unlike the other trunks that were popular at that time.
The design of this trunk was more practical than the designs of previous trunks. It replaced the previously used trunks that had a rounded top and bottom. Not only it allowed people to put more stuff in the bag but they could also easily move this trunk.
This meant that people can easily travel carrying their bags and luggage. Louis Vuitton named it Trianon. It used the famous gray canvas monogram to save it from getting replicated.
1872: The Making of the Famous Striped Canvas Pattern
In 1876, Louis Vuitton introduced the famous striped canvas pattern which remained part of its trunks for the next four years. However, it was copied by many trunk makers who started replicating the design using their custom patches. Due to rampant replication of this design, Louis Vuitton changed the canvas in 1876 and introduced a new monogram as well.
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1876: The Rayee Canvas Becomes Part of Trunk Design
To cope with the growing counterfeit of its products, Louis Vuitton introduced a new trunk design which had beige and brown colors in its patterns. They called it the Rayee Canvas. This design was praised for its beautiful pattern and was used in the trunks for more than a decade.
1886: Tumbler Lock Is Used in Trunks
In 1886, LV introduced a new locking system to counter the theft of trunks during travel. It was comprised of a single lock system which comes with two spring buckles. This made it impossible for the thieves and conmen to steal belongings from trunks. This locking system is still part of the trunks made by LV.
1888- Damier Canvas Is Used in Trunks
Louis Vuitton used the famous Damier Canvas in 1888 in its trunks and luggage. It is a checkered pattern that used red and white colorways along with the iconic brown and tan checker which inspired the future designs of LV’s luggage and trunks. This pattern is still part of different Louis Vuitton products and are used in various colorways.
1896: LV Unveils its First Logo
1896 marks the birth of LV’s first logo. After the demise of Louis Vuitton in 1892, the son of the founder decided to create a unique monogram for the company and he ended up with a motif-patterned logo that read “marque L. Vuitton déposée.” This logo finally ended the widespread counterfeit that was prevalent at the time and trunk manufacturers replicated trunks of LV using their custom made patches.
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The logo was inspired from the Japanese designs. The letters were intertwined and used Serif font in italic. This logo represents the unmatched supremacy of Louis Vuitton in lifestyle and fashion industry and has remained unchanged for more than 150 years.
1930: LV Rolls Out the Keepall Bag
1930 saw the introduction of Keepall bag. It was a handy bag from LV which allowed the people to carry everything they needed in a journey. It is one of the most iconic products by Louis Vuitton.
1930: The Speedy Bag Hits the Market
The Speedy Bag is another iconic bag from Louis Vuitton. It resembled the Keepall bag but was comparatively smaller than its predecessor. It was the first handbag from Louis Vuitton and was made for use in daily life. It was earlier named “Express” but later renamed to “Speedy Bag.” Audrey Hepburn owned a smaller version of this bag that was called “Speedy 25.”
1959: The Monogram Is Recreated
Georges Vuitton died in 1936 and his son Gaston-Louis Vuitton assumed control of the business. It was after Gaston-Louis Vuitton took over the business that Louis Vuitton reached new heights of success as it diversified itself and included more products in its arsenal.
It was also the time when Louis Vuitton revamped the design of its monogram since it started manufacturing fashion accessories like wallets, purses and handbags. The new monogram was made to fit as a brand identity on these products.
1997: Marc Jacobs Becomes Creative Director
The role of fashion designer Marc Jacobs is significant in diversification of Louis Vuitton as he introduced the first ready-to-wear collection of the brand. He introduced fantastic clothing pieces for both men and women and rolled them out in Marrakech. It became the first city to have a LV store.
It was the beginning of a new era in LV’s history as it introduced many new products, including the jewelry pieces and watches. The coming years saw the global dominance of Louis Vuitton as a fashion house and it controlled the fashion business in every part of the world.
Louis Vuitton is an influential fashion brand that changed the face of fashion world with its fabulous products. Even today, it is the most powerful fashion houses and sets new trends with its lifestyle and fashion products. Hope, the brand profile of this global brand makes you aware of its glorious history and how it became a driving force in the business of luxury fashion.
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