LVOE – the power of Louis Vuitton
I always wondered how Louis Vuitton got its ‘prestige’ and how it can charge so much for an item because of its brand. I was intrigued by its history and how Louis Vuitton Moet Hennessy LMVH PA evolved from selling flat trunk luggages to coutoure designer leather goods.
To start, here’s the entry in Wikipedia (Source):
Louis Vuitton Moët Hennessy LVMH.PA (more commonly known simply as Louis Vuitton) is a luxury French fashion and leather goods brand and company, headquartered in Paris, France.
The company is named after its founder Louis Vuitton (August 4, 1821-February 27, 1892), who designed and manufactured luggage, as a Malletier during the second half of the nineteenth century. Vuitton was born in Jura, France (now part of the commune of Lavans-sur-Valouse), but moved to Paris in 1835. The trip from his home town to Paris was over 400 kilometers long, and he traveled by foot. On his way there he picked up a series of odd jobs to pay for his journey. Two years later, at the age of 16, he apprenticed for the luggage manufacturer Monsieur Marechal. In 1854 he founded the company, which is now owned by LVMH, a French holding company helmed by Bernard Arnault.[1]
One hundred and fifty years after its eponymous founder began creating and selling trunks in Paris, Louis Vuitton’s signature leather goods are considered a status symbol around the globe and are highly regarded in the fashion world. The company’s iconic Monogram Canvas design can be considered the first designer label in contemporary history; the design was created in 1896 by Vuitton’s son Georges and was intended to prevent counterfeiting. Ironically, Louis Vuitton has become the most counterfeited brand in fashion history, with just over 1% of all items branded with the Vuitton logo not counterfeit.[2]
The Louis Vuitton company has carefully cultivated a celebrity following and has used famous models and actresses in its marketing campaigns, most recently Uma Thurman and Scarlett Johansson. Other models and actresses who have lent their name to the Louis Vuitton line include Jennifer Lopez, Chloe Sevigny, Christina Ricci, Gisele Bundchen, Kate Moss, and Naomi Campbell. Hayden Christensen has also appeared as model for the company’s luggage and prêt-à-porter lines. The company commonly uses print ads in magazines and billboards in cosmopolitan cities.
Vuitton bags and purses have a considerable list of celebrity adherents who are frequently seen in tabloid and magazine photographs carrying the brand. Madonna, Beyonce Knowles, Lindsay Lohan, Kimora Lee Simmons, Ayumi Hamasaki, Jessica Simpson, Ashley Tisdale, Paris Hilton, Nicole Richie, Angelina Jolie, Anna Kournikova, Pamela Anderson, Katharine McPhee, Carmen Electra, Mariah Carey, and Victoria Beckham are included in this list.
The Vuitton collection has also created a cult-like following among consumers. Owners of the bags and accessories often refer to the products as their “Louis.” This cult following by both celebrities and wealthy consumers has elevated the Vuitton brand to the foremost position in accessory design alongside houses such as Gucci, Prada, Fendi, and Hermès.
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Amazing! You can also find out the timeline within those pages in Wikipedia here. I didn’t know that the Damier design has been around since 1888!
1888 - The Damier Canvas pattern is created by Louis Vuitton in collaboration with Georges, and bears a logo that reads “marque L. Vuitton déposée,” which translates to “mark L. Vuitton deposited” or, roughly, “L. Vuitton trademark”.
I have a friend who recently got into Louis Vuitton. I know this friend well and when he gets into something, he goes crazy. I remember when he had a passion of Lladro, he would purchase the most elaborate and expensive items including limited edition ones. I even got into it because of him. Now, it’s the LVOE craze for him. He has a blog now, and it chronicles his purchases and adventures with his new passion. You can visit his blog In LVOE with Louis Vuitton and find out for yourself.
I do love LV, and I bought one in the Damier design as you can see during my trip to Hong Kong. I am more intrigued about how one can manufacture such high quality products and back it up to demand the prices that it does. I am looking to find my niche.. what could it be? Now I am ready to purchase another one. Hmmm – let me see if I can still hold out.
