Who does not know this one brand, Yes Louis Vuittion or we often call it ”LV”. This French brand has become one of the brands with the most sales from year to year. Because the fans of the brand with the ”LV” logo are indeed almost scattered in various parts of the world. And the users are also not just ordinary people. This luxury brand users are influential figures in the world. However, there are still many who fake products from this brand.
But let’s see how the history of this brand, which can develop and successfully marketed almost in many parts of the world.
On the other side of the success of this brand, there must also be many things and challenges experienced by its founder. Louis Vuitton was founded by Vuitton in 1854 on Rue Neuve des Capucines in Paris, France. Real name Louis Vuitton Malletier was born in France August 4, 1821. Born into a simple family his father was a farmer. At the age of 10, his mother had passed away and soon his father too.
After the death of his parents, Vuitton experienced a life that can be said to be very less than enough. Until at the age of 13 years, he decided to move to the city of Paris. He walked to Paris, in search of work. While looking for odd jobs in Paris, he was homeless and often moved from place to place. At that time, Paris was indeed hit by poverty, including himself who was affected so he had to often move to shelter.
Exactly in 1837, Vuitton arrived in Paris and decided to work as an apprentice in a workshop that was famous for packing suitcases and boxes at that time. This profession is indeed quite famous and well-regarded, because it interacts directly with the local city aristocrats. Vuitton also managed to become an important person during his work because his career path was fairly fast. While working at this place, Vuitton continued to study what the rich needed in the hope that he could start his own business. Vuitton also became a mainstay in the workshop because he was the one who worked diligently and neatly in his work, no wonder he got many clients from the elite at that time.
At the age of 33 years, he then married Clemence -Emilie Parriaux who was then 17 years old. Since getting married, he then decided to open his own shop.Rue Neuves des Capucines in the Paris.
Louis Vuitton started by selling a product for $10,567. Louis Vuitton observed that the Osilite suitcase made by HJ Cave can be easily stacked. In 1858, Vuitton introduced a suitcase with a flat top made of trianon canvas, making it light and tight. Before the introduction of Vuitton suitcases, luggage at that time usually had a convex top, generally so that water did not pool on top, so that it could not be stacked. The new gray Trianon canvas suitcase made by Vuitton is flat-top, so it can be stacked on top of each other easily on the go. Many luggage manufacturers then imitate the style and design of the Vuitton.
In order to protect the copyright and design of the canvas luggage product, Vuitton participated in the Universal Exhibition in Paris in 1867. Vuitton then made additional designs in the form of beige and brown lines. Since that exhibition, the Vuitton company continued to grow rapidly until in 1885, the company ventured to expand to Oxford, London.
Along with the presence of a new product with a Damier Canvas pattern that reads “marque L. Vuitton depose” or if it means “Louis Vuitton trademark”. This is where a brand called Louis Vuitton was born. But not long after that, Vuitton died in 1892 and the company was transferred to his son, Georges Vuitton.
After Louis died, Georges Vuitton began a campaign to build the company into a global company, exhibiting the company’s products at the Chicago World’s Fair in 1893. In 1896, the company launched the Monogram Canvas and patented it worldwide. Its graphic symbols, including the quatrefoil and flower (as well as the LV monogram), are based on the trend of using Mon Japanese Victorian era.
The patent was also successful in stopping counterfeiting. In the same year, Georges visited a number of cities in the United States, such as New York, Philadelphia, and Chicago, to sell Vuitton products. In 1901, the Louis Vuitton Company introduced Steamer Bag, a small bag designed to be stored in a Vuitton-made suitcase.
In 1913, the Louis Vuitton Building opened on the Champs-Elysees. It was the largest travel equipment store in the world at the time. Other stores then also opened in New York, Mumbai, Washington, London, Alexandria, and Buenos Aires before World War I broke out. In 1930, the official Keepall bag was introduced. During 1932, LV introduced the Noé. The bag was originally made for champagne sellers to carry bottles. Moments later, the Louis Vuitton Speedy was also introduced. Noé and Speedy bags are still being produced today. In 1936, Georges Vuitton died, and his son, Gaston-Louis Vuitton, continued to lead the company.
The third generation myth was debunked by Gaston-Louis Vuitton who could actually develop the company in a better direction. He includes leather products such as bags and wallets. He also published a cylindrical bag which is still quite popular today called Papillon in 1966. Gaston managed to achieve company revenues of 70 million Francs in 1977, equivalent to US $ 14.27 million. Gaston took his company to Osaka and Tokyo, Japan, by setting up a Louis Vuitton boutique.
Since Yves Carcelle was appointed president of LV in 1992, the company has also entered the Chinese market by establishing its boutique at the Palace Hotel in Beijing. The Taiga and Voyager Avec leather bag collections were introduced at the new boutique. The LV company remained stable until Marc Jacobs became Artistic Director in 1997.
The beginning of LV’s expansion to the international market during the second generation did not experience many obstacles. LV shows its stability in terms of sales and financial condition. Moreover, this company has also collaborated with the Nazi government during World War II. So that it is not difficult for LV to show off in the world of luxury fashion in the international arena.
LV collaborates with world-class models, musicians and actors such as Jennifer Lopez, Madonna, Keith Richards, Sean Connert, Matthias Schoenaerts, Michelle Williams, Angelina Jolie, Hayden Christensen, Jeniffer Connely, Giesele Bundchen, and not to mention David Bowie in the Louis product campaign program. Vuitton.
Unmitigated, in 2007, LV presented the former leader of the Soviet Union, Mikhail Gorbachev, in a joint advertisement with Catherine Deneuve and Steffi Graf. Several well-known rappers such as Bihemia, Kanye Wes, Wiz Khalifa, and Juicy J also participated in marketing Louis Vuitton through their songs.
In the 80’s, Louis Vuitton’s products were marketed more through big roadside billboards and magazines. But over time, this company even made advertisements not only broadcast on television, but also on cinema screens. A very innovative breakthrough at the time.
Michael Burke, who is the newest CEO of Louis Vuitton, managed to make an achievement by bringing LV to be the most influential brand in 2017 according to Interbrand, a well-known trademark consulting company in America, Louis Vuitton became the top brand for the most valuable product category with excellent financial performance. very good. Various data also show that this brand does have a big influence on consumer decisions to choose products.
Not only that, the Louis Vuitton company has led the world market price for premium fashion class companies. Especially since the appearance of the Kusama Pumpkin Minaudiere bag, which was sold at a very high price, which reached US $ 133,400 or equivalent to Rp. 1.57 billion. Although expensive and luxurious, this bag is able to make the top class willing to race pre-orders to get the limited edition. So far, only 5 similar bags have been produced by the designer, Yayoi Kusama.
Until 2011 LV became the number one brand of the list of ten biggest brands published by BrandZ study in 2011. And even today Louis Vuitton is still a proud brand and also a brand that still dominates the world.
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