Louis Vuitton in Japan Case Study
Introduction to Louis Vuitton
Louis Vuitton, one of the oldest fashion houses in the world was established in France in the year 1854. It became famous for its impeccably handcrafted leather bags and trunks which were handcrafted to perfection. The brand opened its first overseas store in London in 1885 and has not looked back since.
Since its early stages, the brand was inspired by Japanese and Oriental designs which is evident by the trademark design of the LV Monogram canvas. Georges Vuitton; Louis Vuitton’s son; initiated the brands global outreach by opening international stores and participating in World Fairs to showcase their products and expand their recognition. Gaston- Louis Vuitton; the third family member to head the firm; was the one behind initiating the expansion of the product line to small leather goods.
By the mid 1970’s Louis Vuitton had seen tremendous growth and went on to become the largest luxury brand in the world in terms of market share. They became a brand synonymous with luxury, high class, high quality and a must have status symbol amongst the rich and famous. One of the most significant event for the brand was the creation of Louis Vuitton Motet-Hennessy (LVMH) in 1987; a merger between Louis Vuitton, Moet et Chandon and Hennessy; making it the largest luxury goods company in the world. The appointment of designer Marc Jacobs, as the art director of Louis Vuitton, took the brand to an all new high. He created limited editions, infused the brand with a fresh new energy and also launched a new jewelry division and shoes & ready to wear collections. In 2008, the group’s revenue had reached €17.1 billion, out of which fashion and leather good accounted for €6 billion (Exhibit 1 & 2).
Louis Vuitton and Japan: Changing trends
Since the mid 1970’s, the company mainly focused on establishing a large Japanese clientele and by 2005 Japan accounted for 26% of global revenue. The brand not only represented luxury, but it had a whole
Louis Vuitton, one of the oldest fashion houses in the world was established in France in the year 1854. It became famous for its impeccably handcrafted leather bags and trunks which were handcrafted to perfection. The brand opened its first overseas store in London in 1885 and has not looked back since.
Since its early stages, the brand was inspired by Japanese and Oriental designs which is evident by the trademark design of the LV Monogram canvas. Georges Vuitton; Louis Vuitton’s son; initiated the brands global outreach by opening international stores and participating in World Fairs to showcase their products and expand their recognition. Gaston- Louis Vuitton; the third family member to head the firm; was the one behind initiating the expansion of the product line to small leather goods.
By the mid 1970’s Louis Vuitton had seen tremendous growth and went on to become the largest luxury brand in the world in terms of market share. They became a brand synonymous with luxury, high class, high quality and a must have status symbol amongst the rich and famous. One of the most significant event for the brand was the creation of Louis Vuitton Motet-Hennessy (LVMH) in 1987; a merger between Louis Vuitton, Moet et Chandon and Hennessy; making it the largest luxury goods company in the world. The appointment of designer Marc Jacobs, as the art director of Louis Vuitton, took the brand to an all new high. He created limited editions, infused the brand with a fresh new energy and also launched a new jewelry division and shoes & ready to wear collections. In 2008, the group’s revenue had reached €17.1 billion, out of which fashion and leather good accounted for €6 billion (Exhibit 1 & 2).
Louis Vuitton and Japan: Changing trends
Since the mid 1970’s, the company mainly focused on establishing a large Japanese clientele and by 2005 Japan accounted for 26% of global revenue. The brand not only represented luxury, but it had a whole