A leading manufacturer of high-quality travel goods founded in Paris, Louis Vuitton has become a truly global brand associated

with luxury travel, the LV monogram immediately conveying an aura of status, sophistication, and style. The roots of this success lay in a number of landmark products, commencing with Vuitton's grey Trianon canvas trunk (1854). The stylish LV Monogram canvas (1896) and the soft Steamer Bag (1901) prefigured the opening of the Louis Vuitton building on the Champs-Elyses in Paris, the largest travel goods store in the world. The famous Keepall Bag, often seen as a forerunner of the duffel bag, was launched in 1924 and was followed by similar products . history Louis Vuitton (1821 February 27, 1892),[3] eponymous founder of the company, was born in Jura, France In 1835, he moved to Paris There, he became an apprentice Layetier to prominent households.[4] Because of his well established reputation in his fields, Napoleon III of France appointed Vuitton as Layetier to his wife, Empress Eugnie de Montijo. Through his experience with French royalty, he developed advanced knowledge of what made a good traveling case. It was then that he began to design his own luggage, setting the foundations for LV Co.[4] 1854 through 1892 The Louis Vuitton label was founded by Monsieur Vuitton in 1854 on Rue Neuve des Capucines in Paris.[3] In 1858, Monsieur Vuitton introduced his flat-bottom trunks with trianon canvas, Becoming successful and prestigious, many other luggagemakers began to imitate LV's style and design.[4] In 1867, the company participated in the universal exhibition in Paris.[3] By 1885, the company opened its first store in London, England on Oxford Street". In 1892, Louis Vuitton died, and the company's management passed to his son.[4][3] 1893 through 1939 After the death of his father, Georges Vuitton began a campaign to build the company into a worldwide corporation, exhibiting the company's products at the Chicago World's Fair in 1893. In 1896, the company launched the signature Monogram Canvas and made the worldwide patents on it By 1913, the Louis Vuitton Building opened on the ChampsElysees. It was the largest travel-goods store in the world at the time.

Stores also opened in New York, Bombay, Washington, London, Alexandria, and Buenos Aires as World War I began. 1945 through 2000 A year later, the label opened its first stores in Japan: in Tokyo and Osaka). In 1983, the company joined with America's Cup to form the Louis Vuitton Cup, a preliminary competition (known as an eliminatory regatta) for the yacht race. Louis Vuitton later expanded its presence in Asia with the opening of a store in Taipei, Taiwan in 1983 and Seoul, South Korea in 1984. In the following year, 1985, the Epi leather line was introduced.[3] 1987 saw the creation of LVMH.[3] Mot et Chandon and Hennessy, leading manufacturers of champagne and cognac, merged respectively with Louis Vuitton to form the luxury goods conglomerate. By 1989, Louis Vuitton came to operate 130 stores worldwide.[3] Entering the 1990s, Yves Carcelle was named president of LV, and in 1992, his brand opened its first Chinese location at the Pa The last events in the 20th century were the release of the mini monogram line in 1999, the opening of the first store in Africa in Marrakech, Morocco in 2000lace Hotel in Beijing. 2001 to present day Within 2003, the stores in Moscow, Russia and in New Delhi, India were opened, the Utah and Suhali leather lines were released, and the 20th anniversary of the LV Cup was held.[3] In 2004, Louis Vuitton celebrated its 150th anniversary. The brand also inaugurated stores in New York City (on Fifth Avenue), So Paulo and Johannesburg. It also opened its first global store in Shanghai. By 2005, Louis Vuitton reopened its Champslyses store in Paris designed by the American Architect Eric Carlson Louis vuitton in CHINA When we opened in China in 1992, people asked, "Why have you come here? We don't understand luxury." My answer was, "No, you are sophisticated. And one day soon you'll be the biggest superpower." Louis Vuitton has pursued a consistent approach to developing the market, never compromising in the face of difficult operational obstacles, and, as always, controlling every aspect of the business. This unique approach has powered Louis Vuitton to its current position as the most successful luxury brand in China. In May, we opened our first store in Shenyang, our

most northern store to date. We just opened a new store in Nanjing. Soon we will have a third store in Beijing and we will open a new store in Tianjin, China's fastest-growing city, before the end of 2007. Buying a
French product, the Chinese consumer buys a part of his dream. French brands benefit from a valuable image towards the Chinese consumers. However, they need to go further in order to avoid undesirable French stereotypes. louis vuitton benefits from a very sophisticated image, very top-of-the-range image. Its communication strategy targets a very small segment of the Chinese society, which fuels the desire to acquire such a product among a larger Chinese population seeking a certain social economic statusToday, the mainland Chinese are Louis Vuitton's third-largest

customer segment in the world.

Louis vuitton in JAPAN J A P A N ES E

LU XUR Y C US TO M ER S AR E D E MA ND IN G A ND H AV E A N EY E FO R D E TA I L . F R E NC H QU A LI TY A ND savoir faire R E S O NA TE V ER Y P O W ER FU L LY W ITH TH E M . T H EY R E S P EC T TR A D IT IO NS W H ILE R EM A IN IN G FU TU R E - FA C ING . I B E L I EV E TH ES E AR E IM P O R TA N T V A LU ES T HA T W E S HAR E . I T IN S P IR E S U S TO P R O G R E S S [ A ND ] TO C ON TIN U A LLY IM P R O V E . W E WA N T TO O F FE R A U N IQ UE E XP E R IENC E TO OU R C U S TOM E R S B Y A LLO W IN G TH E M TO E MB R AC E T HE E N TIR E L O U IS V U ITTO N U N IVE R S E IN O N E P LA C E . T H IS IS T HE C AS E IN O UR S TO R ES .

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N O W C O N TR O L 54 S TOR ES IN J AP A N . N E W - G EN ER A T IO N S TO R E S H A V E OP EN E D T H E IR DO OR S IN N AG OY A , O S A KA , S A P P O R O , T O KYO AN D O TH ER C I T IE S , R EV O LU TIO N IZ IN G TH E C ER EM O N Y TH A T S U R R OU ND S TH E S A LE O F A LU X UR Y P R OD UC T . A R C H I TE C TU R E H AS B EC O M E A N IN TE GR A L P AR T O F TH E B R AN D ID EN T I TY . T H IS IS MA N I FE S T IN T H E O M O TE S AN DO B U I LD IN G D E S IG N ED B Y J U N A O KI AS A S TA C K O F TR UN KS . A NE W ER A H A S B E G U N W HER E T HE IN - S TOR E E XP ER IE NC E IS A LM OS T AS IM P O R TA N T TO TH E C US TO M ER A S TH E P R O DUC T ITS E L F . I TH IN K TH IS IS A N E W TR E ND IN LU X UR Y R E TA I L .

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by Shih-Fen Chen, Ramasastry Chandrasekhar 16 pages. Publication date: Dec 01, 2008. Prod. #: 908A20-PDF-ENG The case portrays a subtle situation in international marketing -- the marketing of a high-end brand into a low-income nation, or the expansion of Louis Vuitton into India. This luxury good marketer faced practical problems in India, such as the challenge of identifying potential customers, the lack of media to build its brand, and the absence of high streets to open stores. In Europe and the U.S., luxury goods are often sold through company-owned stores that cluster in a particular area of the city (i.e., luxury retail cluster). After opening a store each in New Delhi and

Mumbai inside two luxury hotels, Louis Vuitton teamed up with other western brands to develop a shopping mall. The case is designed to explore the possibility of using a luxury mall as a replacement of luxury retail clusters. Asian market is a very good opportunity since the Chinese market today is the third one in terms of luxury (12% of sales), behind Japan (41% of sales) and the USA (17%). What is more, Indians doubled their buying power between 1999 and 2003. Challenges faced in asian market

LVMH is determined to capture the growing Asian market. However, it faces several challenges in its expansion plans in Asia; one of its major concerns is protecting its brand against dilution. Although China is a huge market, phony branding is endemic there. In addition, LVMH's expansion plans in Asia introduced the issue of private ownership vs. franchising with regard to the profitability of companies in the luxury goods industry. Louis vuitton in middle east BEIRUT: The prestigious French fashion house Louis Vuitton has opened a branch in Downtown Beirut because its almost bizarre to not have a foothold in one of the Middle Easts leading fashion-conscious markets The Beirut opening is Louis Vuittons only such endeavor in the Middle East in 2010. Louis Vuitton specializes in luxurious leather goods and luggage and has been exploring the Lebanese market for the last 13 years, following a visit by Carcelle.

Damien Vernet, the general manager for the luxury brands Middle East and India operation, called the firms connection to Lebanon lateral, in the sense that the French firm has already built up a customer base of Lebanese abroad. Louis Vuitton specializes in luxurious leather goods and luggage and has been exploring the Lebanese market for the last 13 years, following a visit by Carcelle. Vernet, who joined the company four years ago and was responsible for exploring the potential for expansion in Beirut, said the company was confident about the brands sustainability in Lebanon. We began exploring [the coastal region of] Lebanon after the [1975-90 Civil] War, he said. Here, the market is cultural and historically strong. It is almost bizarre not to have a store here. Vernet described Lebanese consumers as brand conscious and since they exist in a cultural crossroads, theyre highly representative of consumer tastes.

Asked about the danger of political instability in Lebanon, which the firm has chosen for its sole opening this year, Vernet was upbeat. There will be political instability, Vernet said, but the Lebanese are resilient. This is the strength in the market. Vernet cited booming activity in the local real-estate sector, continuing reconstruction work in Beirut and a huge influx of tourists to Lebanon as factors aiding the companys decision. He noted the Lebanese market was fairly well-insulated from the consequences of the global economic downturn. Lebanon has proven to resist financial crisis better [than other countries], he said. The company is also intent on reinforcing what it calls its zerocounterfeiting policy, as it employs an active team in Lebanon to work with the Customs Authority and other bodies to ensure its world-famous label isnt taken advantage of