Louis Vuitton Brand Identity

LOUIS VUITTON BRAND
IDENTITY
Heba Allah Saeed Abdelgawad

IM24 3rd C
LOUIS VUITTON BRAND IDENTITY
The Louis Vuitton label was founded by Vuitton in 1854, this brand is about 150 years old and
was founded by a French box-maker Louis Vuitton in Paris, France. It is one of the world's
leading fashion houses of today's fashion industry.
It is for luxury apparel and fashionable accessories seller Louis Vuitton is the leading player in
the segment dealing in clothing, ready to wear leather items, watches, shoes, jewellery and
sunglasses. It operates in more than 60 countries globally with more than 500 stores in these
nations.
Louis Vuitton was historically a supplier of luggage to the wealthy in France. In the second half
of the 19th century, Louis Vuitton was able to adapt to changing transportation methods.
Their abilities to adapt account for a large part of their success. In 1885, Louis Vuitton
expanded out of France by opening its first store in London.
In 1969, Louis Vuitton entered the Asian market with a store in Tokyo. Through the coming
years, the company opened stores around the world, and profits grew from $20 million in
1977 to $1 billion in 1987. Louis Vuitton went public in 1984.
LVMH (Moët Hennessy Louis Vuitton), a multinational luxury goods provider is the parent
company of Louis Vuitton. It has dedicated 125000+ employees across the globe. LVMH is
financially strong and is handling diversified 6 businesses.
LVMH MISSION: “The mission of the LVMH group is to represent the most refined qualities of
Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both
elegance and creativity. Our products, and the cultural values they embody, blend tradition
and innovation, and kindle dream and fantasy.
LVMH VISION: Although they did not provide a vision statement, the first line of the mission
statement can act as their vision statement, as it defines the company’s long term goal. With
“Are de Vivre” meaning “The art of living”, their overall objective is to give people a taste of
the qualities of the art of living. They are an enterprise that owns countless of luxury brands
that retail a range of high-quality goods such as champagne, spirits, and apparel, accessories,
etc. so the goal they want to achieve is to represent Western luxury living around the world,
as they are a multinational corporation.
LVMH Core values:
- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Act as entrepreneurs
- Strive to be the best in all we do”

Physique
Louis Vuitton is one of the oldest fashion houses in the world,
luxury brand with exclusivity and the best quality
The chocolate-brown leather canvas emblazoned with quatrefoils

and the LV monogram is immediately recognizable as the
international symbol of globetrotting luxury. The Louis Vuitton
brand is the most valuable brand in luxury.
Personality
Very elegant, subtle, comfort, sophisticated and classy brand personality.
Inspire a sense of luxury, prestige, femininity and high class.
Relationship
The primary reason customers buy again at Louis Vuitton is not
the service. Customers buy again so they can experience the
exclusive feeling they get from wearing and owning Louis
Vuitton products.
“Exclusive feel” is the most important attribute in driving repeat purchases
The exclusivity of their products is one more reason for the success of Louis Vuitton.
Culture
French culture means beauty, elegance, fine craftsmanship, tradition, style, and exclusivity
Paris remains today an official fashion capital
Fashion is a deep-rooted aspect of France’s culture and its international profile – and most
likely always will be.
Reflection
a brand is a customer reflection
LV customer aged between 25-50 years old, who have earned an income
between 50,000 SGD ~ 200,000 SGD yearly “High class” and most of them
would be graduate professionals with sense of self-worth and high social
status, into different geographical areas.
Self-image
LV is focusing on designing products that would reinforce the feeling of exclusivity & luxurious
and reflecting the customers high self-esteem, their roles and their status.
People think that LV customers are rich because they can afford such expensive & special
products

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How did Louis Vuitton adapt to changing transportation methods in the 19th century?

What are some core values of Louis Vuitton?

LOUIS VUITTON BRAND

Heba Allah Saeed Abdelgawad

LVMH Core values:

- Be creative and innovate

- Aim for product excellence

- Bolster the image of our brands with passionate determination

- Strive to be the best in all we do”

The chocolate-brown leather canvas emblazoned with quatrefoils

Inspire a sense of luxury, prestige, femininity and high class.

Paris remains today an official fashion capital

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