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Louis Vuitton

Updated on March 8, 2014

Why LV?

It is easy to find a list of favourites that women loves in a shopping list. Diamonds, shoes, flowers, bags...And LV is one of the brands which women would never missed.

But why LV?

What I seriously don't understand is what is so special about this brand that women wipe out their savings just to buy one LV product or even their imitation?

Founder of Louis Vuitton

Louis Vuitton was born on August 4, 1821, in Anchay, France. Descended from a long-established working-class family, Vuitton's ancestors were joiners, carpenters, farmers and milliners. His father, Xavier Vuitton, was a farmer, and his mother, Corinne Gaillard, was a milliner. Vuitton's mother died when he was only 10 years old, and his father soon remarried. A stubborn and headstrong child, antagonized by his stepmother and bored by the provincial life in Anchay, Vuitton resolved to run away for the bustling capital of Paris.

In 1835, Vuitton left home and on foot, bound for Paris at the age of 14.

In 1837, he arrived to a capital city in the thick of an industrial revolution that had produced a litany of contradictions at the age of 16. The teenage Vuitton was taken in as an apprentice in the workshop of a successful box-maker and packer named Monsieur Marechal.

In 19th-century Europe, box-making and packing was a highly respectable and urbane craft. A box-maker and packer custom-made all boxes to fit the goods they stored and personally loaded and unloaded the boxes. It took Vuitton only a few years to stake out a reputation amongst Paris's fashionable class as one of the city's premier practitioners of his new craft.

On 2 December 1851, 16 years after Vuitton arrived in Paris, Louis-Napoleon Bonaparte staged a coup d'état. Exactly one year later, he assumed the title of Emperor of the French under the regal name Napoleon III. The re-establishment of the French Empire under Napoleon III proved incredibly fortunate for the young Vuitton. Napoleon III's wife, the Empress of France, was Eugenie de Montijo, a Spanish countess.

Upon marrying the Emperor, she hired Vuitton as her personal box-maker and packer and charged him with "packing the most beautiful clothes in an exquisite way." She provided a gateway for Vuitton to a class of elite and royal clientele who would seek his services for the duration of his life.

In 1854, Vuitton married Clemence-Emilie Parriaux, who was only 17-years-old. Shortly after he left the shop he was apprenticing at and opened his own box-making and packing workshop in Paris. Outside the shop a sign hung reading "Securely packs the most fragile objects. Specialising in packing fashions."

Four years later in 1858, Vuitton introduced his revolutionary stackable rectangular shaped trunks to a market that only had rounded tops. This demand spurred his expansion into a larger workshop outside of Paris.

He continued to work until his death at the age of 70 on February 27, 1892. After his death, his son George Vuitton took over control of the company.


If given a choice....

If money is not an issue, will you buy a LV?

See results

History Background of LV

I also did some background check about LV.

In 1988

"L. Vuitton trademark" was introduced in response to the continuing of imitation. Vuitton family actively supported Nazi Germany (for the financial benefit of the company) during the Vichy regime (the government of France from July 1940 to August 1944). Since then, the look of the leather was utilized in everything from small purses and wallets to larger pieces of luggage.

In 1978 and 1983

In 1978, it opened the first stores in Tokyo and Osaka. In 1983, in its presence in Asia with the opening of a store in Taipei and Seoul in 1984. Until now, the varies from luxury leather goods to fashion accessories and jewelry. It is still the same as in made by hand, the craftsmanship, the quality and of course worth for squandering.

The brand

Apart from the history background, I also found this website: stating that LV creates positive emotions and memories to target customers; and, at the same time, it delivers target brand values which I totally agree too.

Louis Vuitton does an excellent job in branding, advertising and celebrity events to create their luxurious and exclusive image, and the actual experience with store outlook and interior decoration, product and prestige feeling are synchronized with customer expectations and echoed through Louis Vuitton's brand values.

In conclusion

I would say women feel that they are exclusive, classy and rich when they have one of their very own. But it just made me wonder is it just for self satisfaction to have one or a brand of a loyalty customer or maybe as what Louis Vuitton's chief executive Yves Carcelles once said: "the essence of a luxury good is its exclusivity, i.e. not everyone can afford it, only a small group of people can enjoy it, and Louis Vuitton pushes exclusivity to the extreme."

Interesting fact

Did you know that every year Louis Vuitton burns all their unsold bags?

Yes, this rumor appears to be true.

Similar to Chanel, LV happens to burn leftover goods at the end of the year. If the bags are not sold, they burn them in order to prevent putting a lower price on them. Historically, it's known that LV does not put its price on sale. This is done to sustain an item's value.

© 2008 plentyoftots


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