The Four Generation Louis Vuitton brand with its LV monogram is the World’s most reputed brands sailing the Fashion Waves at top speeds.
LVMS, Louis Vuitton Moet Hennessy, the international French fashion, spirit and cosmetics giant, with “Louis Vuitton” brand as the signature motif and the top luxury brand generating more than half of LVMS’s profits.
The world’s most valuable luxury brand for six consecutive years (2006—2012) with a valuation of US $ 28.4 billion in 2013, was founded in 1854 by a box-making and packing apprentice, called Louis Vuitton, who, after making a relatively good name in travel bags and trunks, was hired by Countess of Spain, Eugenie de Montijo, the wife of Napoleon III as her personal box-maker and packer, and that made all the difference: Vuitton was in the eyes of the royal and elite clientele who were never satisfied with one fashion and one style.
The LV Fame
The craze for LV brands is so great that it’s no wonder fake items make their way into the market. The Louis Vuitton, however, is not sympathetic to such intrusions. According to the official reports, there are about 60 employees working with teams of private investigators and expert law persons to chase the culprits off their turf.
However, Louis Vuitton has had a few jolts and knocks as their bags, cases/trunks have had in their journeys over the years.
As the market trends are changing rapidly in the recent years with the global financial crunch and the new taxation systems world over, the luxury brand analysts’ opinion is that the few jolts and knocks might make huge dents in one of the top fashion monograms!
Though all the reasons may not be genuine, there is one obvious reason that sticks out as a sore thumb that keeps off the elite customers in the Western world. What’s it?
When you have money to buy, you buy something luxurious; not a commonplace, right?
In fashion market, less is luxury. Uniqueness is Grand. Rarity is Prestige. High Price is Elite. Exclusivity is Status!
If you’re abundant; you’re no more luxury. If you lose your uniqueness, you’re no more grand. If you are commonplace, you have no prestige. If you’re low priced, you’re no more elite; and if you lose exclusivity, you lose your World’s Top Rank!
To stay afloat in the fickle fashion market and to keep your cash machines clinking, do you have to be available everywhere… need to be common and lowly priced?
That’s the billion dollar question Luis Vuitton, the world No.1 luxury brand maker, faces in recent years.
Louis Vuitton products are a steal, but is the Chinese market stealing the entire show of Louis Vuitton?
Would you pay the same high price for a bag of so and so make that is produced in large quantities and that too in Asian countries that are not known for class, quality, style and the rest of the elements that are necessary for a premium product?
No, you wouldn’t!
The luxury brands such as LV, Burberry, Prada, etc., thrive more on the reputation of the ‘classic atmosphere’ they create in selling their products. And once the pleasingly pampering atmosphere of keeping a client on a comfortable posh sofa, attended by an individual sales lady or sales gentleman, showing each item in a delicate manner, as if it were a rose petal or a sacred gift sent directly from the Greek gods, is gone, the spoiled rich don’t see any reason for visiting the place where they are nobody.
The clientele is changing… from the elite Occident to the rich middle-class Orient. For the upstarts from countries in Asia, especially Chinese, decades of deprivation is over and more and more middle class families are getting disposable income from different sources, and with that the ‘need’ to look rich with luxury items has increased tremendously. One fashion magazine observed that the rich Chinese population shows-off in public but pinch pennies in private which is to say that though there is money in the hands, there is no refinement in the minds.
Before 1980 the LV products were sold in several departmental stores; however, since 1980, the company, in its efforts to control distribution, has sold its products only in authentic boutiques in the upper-end shopping districts. There are exceptional boutiques in some mega department stores, but they operate independently with their own staff… just to keep its uniqueness and exclusivity.
From up-end to downtown
Now the scene is changing, even the up-end, exclusive showrooms and boutiques are raided by the not so elite or royal clients.
So what? The products are there for the customers to buy! What does it matter who bought what?
Just imagine how an Oscar nominee actress would feel when, after having paid thousands on her flowing peacock blue satin gown designed by an internationally celebrated designer, she got down from her chauffeur driven Mercedes, with an equally popular escort, waving at the crowds, and then all of a sudden realised that several of the groupies were wearing a similar flowing blue satin gown!
Surprising! Shocking!! Shattering!!! Or a mixture of all those three….
That’s exactly what happens when an elite Occidental client, comfortably seated on a sofa, is considering to buy a LV Croc bag priced at $ 54,500 only, and all of a sudden a bus load of tourists mob the counters, each buying a similar looking bag with the bold LV monogram the aforesaid client is so fond and proud of. And to her astonishment, one of the ‘guests’ even buys three or four (can’t count them as they are held bundled together) and walks past her with an ear-to-ear grin, carrying those ‘aristocratic’ design bags on her back as if they were a sack of potatoes!
OMG!! Doesn’t the sky fall on her… right then and there? It does! And that’s what’s happening to the European elite.
And the social awareness about the plight of the workers in some developing and under-developing countries working in hazardous conditions for long hours receiving peanuts for their labour is making some section of the ‘sensitive’ clients resolve to boycott goods made under such conditions.
Now, just imagine how a retired internationally famed diplomat, making an inspirational speech about child-labour in some countries on an international platform, would find himself when, all of a sudden, he was encountered by a cub reporter who pointed out that the anti-child-labour band he was wearing was actually made by the same child labourers, aged between 10 and 15, from the same countries he had been sympathising about!
Ashamed? Angry?? Aghast??? Or all three of them…
That’s exactly what happens when a celebrity who has got the life time achievement award for his acting talents, fishes out a LV men’s wallet, priced at $ 575, to tip the Oriental steward who has been very nice to him, and the smiling steward accepts the tip with a low bow and takes out the same type of wallet out of his vest pocket to keep the money in, and, after seeing the ghastly look on the guest’s face, adds that he has bought it on Sale in Hong Kong… buy 1, get 1 free at 50% off!
Furthermore, some senior clients have gone so far as to doubt the core values and honesty of the King of Bags. In about 2010, the American Standards Authority banned two of LV’s ads that showed crafts men working on LV products, emphasising on the tradition that each of LV’s bags was handmade. The charge was failing the ‘truthfulness clause’ as there are allegations that the LVMS was using machines to make their products! And LVMS did not deny the allegations.
What’s to be done to bring back the products to their former exclusive, elegant, exquisite and extravagant status?
The answer and salvation may lie in the marketing strategies of the Fourth Generation World Class Fashion House… The French Louis Vuitton!
Louis Vuitton And Yayoi Kusama On 5th Avenue
I love Louis Vuitton – their branding, their awesome luxury products, their craftsmanship and most importantly the stories they tell about elegant travel and style. It was quite exciting to see the redesign of their 5th Avenue store in New York! Now that we have moved to Madison Avenue, a stones throw away from 5th Avenue, it gives me great pleasure to be visiting these luxury brand stores and watch their stories unfolding.
In 2011, Yayoi Kusama worked with Marc Jacobs, who had visited her studio in Japan, on a line of leather goods, ready-to-wear, accessories, shoes, watches, and jewelry. She infused a strikingly different look and feel into the Louis Vuitton brand with her polka dot patterns and psycedelic colors. Now, these designs have been brought to life in the Yayoi Kusama On 5th Avenue store.
The store front and the entire facade of the building was covered in the polka dots and the whole theme was inspired by the artist’s signature motifs: “Beginning of the Universe,” “Eternal Blooming Flowers in My Mind” and “Self Obliteration.” This design theme has been incorporated in all 453 of Louis Vuitton stores around the world.
I have seen this theme in the Bond Street Louis Vuitton store in London and the one in Vienna, Austria, implemented beautifully. It is such a strange and wonderful combination of two different worlds. Louis Vuitton is known for it’s conservative and ultra-rich brand while Yayoi Kusama is known for her out of this world and sometimes shocking avant-garde art.
Louis Vuitton Launches Magazine To Promote UK Brand
There are few businesses in the world as well branded as Louis Vuitton Moet Hennessy (LVMH). Everyone recognizes the brands and logo designs associated with this company, especially the iconic Louis Vuitton logo. However, the company is taking branding to a new level by launching a new online magazine called Nowness in the UK and all over the world.
This is an especially apt move for the upscale lifestyle brand. Many of the people who buy LVMH brands, or merely dream of buying them, purchase and read other fashion magazines. Offering these masses a free magazine that is also free of advertisement from competing brands is nothing short of brilliant. The exposure that this gives the company logo design and brand will be completely worth the effort and expense.
There has been an ongoing debate on the growing lack of distinction between editorial and promotional content in fashion magazines, as these magazines more and more are embracing promotional content as a way to improve their bottom line. Because this content is not always marked as such, the effect on the customer is much more dramatic. This new LVMH magazine promises to remove the line between the two altogether. Another line about to be blurred is the line between reader and consumer, as people who turn to Nowness for fashion and lifestyle inspiration will be inundated with LVMH brands and logo designs.
Like all successful magazines, Nowness will have a brand and logo design, one that is consistent with that of its parent company. The logo design is simply the name written in a thin, unassuming font. This is consistent with LVMH, a business that includes many sub-companies with text-only logos. The website is minimalist and uncluttered, which also is consistent with the LVMH brand. White space and stark black and white colour schemes create a simple yet high quality ethos. The feeling is that of a high fashion magazine and decidedly un-promotional. It is highly likely that many potential customers will begin to let their guard down and trust Nowness as yet another source of fashion inspiration, although this fashion inspiration will be oriented solely toward LVMH brands.
The brand and logo design need to be simple because the magazine will be versatile and cover a wide range of products and subjects. The planned content will include art, architecture, and of course fashion. A team of contributors from all over the globe collaborate to bring a cohesive yet well-rounded experience. This will keep readers checking in regularly for the latest news and prevent a stale feeling from setting in.
While few companies could afford to launch such a complex and far reaching project, this example only shows the effectiveness of non-traditional advertising in the modern marketplace. The only way to survive in today’s market is to look for ways to set your brand apart from the competition. Looking for unique branding opportunities on a scale more suited to your business’s scope and budget is essential to getting your brand and logo design into your customers’ view.