Louis Vuitton
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| Louis Vuitton Moët Hennessy, SA (LVMH) | |
|---|---|
| Image:Louis Vuitton Logo.PNG | |
| Type | Division of holding company |
| Founded | 1854 |
| Headquarters | Paris, France |
| Key people | Bernard Arnault, Yves Carcelle, Marc Jacobs, Antoine Bernheim, Ed Brennan |
| Industry | Luxury goods (leather goods, prêt-à-porter) |
| Parent | LVMH Moët Hennessy Louis Vuitton, SA (LVMH) |
| Website | http://www.louisvuitton.com |
The Louis Vuitton Company (more commonly known simply as Louis Vuitton) is a luxury French fashion and leather goods brand and company, headquartered in Paris, France.
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[edit] Overview
Louis Vuitton is a division of the French holding company, LVMH Louis Vuitton Moët Hennessy S.A. The company is named after its founder Louis Vuitton (August 41821-February 271892), who designed and manufactured luggage, as a Malletier during the second half of the nineteenth century.
The company manufactures and markets luxury leather goods, fashion accessories, prêt-à-porter, and jewelry. Many of the company's products utilize the signature brown Damier and Monogram Canvas materials, both of which were first used in the late 19th century. All of the company’s products utilize the eponymous LV initials.
The company only markets its product through its own stores throughout the world, which allows it to control product quality and pricing, and to prevent counterfeit products entering its distribution channels. In addition, the company added a single online retailer to sell some of its products (along with some of its sister companies such as Christian Dior).
One hundred and fifty years after its eponymous founder began creating and selling trunks in Paris, Louis Vuitton's signature leather goods are considered a status symbol around the globe and are highly regarded in the fashion world. The company's iconic Monogram Canvas design was created in 1896 by Vuitton's son Georges and was intended to prevent counterfeiting.
The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses in its marketing campaigns, most recently Lauren Vaughan and Ashlee Gilbertson. Breaking from their usual traditions of employing supermodels and celebrities to advertise their products, on August 2, 2007 the company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along with Steffi Graf, Andre Agassi, and Catherine Deneuve. The company commonly uses print ads in magazines and billboards in cosmopolitan cities.
[edit] History
[edit] Early days (1854-1892)
Louis Vuitton was born in Jura, France (now part of the commune of Lavans-sur-Valouse), but moved to Paris in 1835. The trip from his hometown to Paris was over 400 kilometers, and he traveled the distance by foot. On his way there he picked up a series of odd jobs to pay for his journey. Two years later, at the age of 16, he apprenticed for the luggage manufacturer Monsieur Marechal. In 1854 he founded the company, which is now owned by LVMH, a French holding company helmed by Bernard Arnault.[1]
In 1854, Vuitton opened his first store in Paris on Rue Neuve des Capucines, founding Louis Vuitton Malletier a paris. Before his quality trunks, French philosopher, Denis Diderot & Jean Le Rond d'Alembert makes mention of a Malletier and his techniques about 140 years earlier.[2] In addition, Vuitton began by selling flat-topped trunks that were lightweight and airtight. All trunks before this had rounded tops for water to run off and thus could not be stacked, it was Vuitton's gray Trianon canvas flat trunk that allowed the ability to stack for ease with voyages.
By 1885, the company opened its first store in London, beginning its international growth and reputation. Soon thereafter, the Damier Canvas pattern was created by Louis Vuitton, bearing a logo that reads "marque L. Vuitton déposée," which translates to "mark L. Vuitton deposited" or, roughly, "L. Vuitton trademark".
[edit] (1893-1936)
After the death of Louis Vuitton, his son, Georges began a campaign to build the company into a worldwide corporation by exhibiting the company’s products at the Chicago World’s Fair in 1893. In 1896 the company launched the Monogram Canvas. Its graphic symbols, including quatrefoils and flowers, were based on the trend of using Japanese and Oriental designs in the late Victorian era. The same year, Georges went to the United States, where he toured various cities such as New York, Philadelphia, and Chicago. He sold Vuitton products during the visit.
In 1901, the Louis Vuitton Company introduced the Steamer Bag, a smaller piece of luggage designed to be kept inside Vuitton luggage trunks.
By 1914, the Louis Vuitton Building opened on the Champs-Elysees. 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.
In 1932, Louis Vuitton introduced the Noé bag. This bag was originally made for champagne vintners to transport bottles, and is currently sold as a handbag. Soon thereafter, the Louis Vuitton Speedy bag was introduced. Both are still manufactured today. In 1936 Georges Vuitton passed away. Gaston-Louis Vuitton, his son, assumed control of the company.
[edit] Anti-Semitism of Louis Vuitton (World War II)
The luxury goods company Louis Vuitton collaborated with the Nazis during the German occupation of France in the second world war.
The French book Louis Vuitton, A French Saga, authored by French journalist Stephanie Bonvicini and published by Paris-based Editions Fayard[3] tells how members of the Vuitton family actively aided the puppet government led by Marshal Philippe Pétain and increased their wealth from their business affairs with the Germans. The family set up a factory dedicated to producing artefacts glorifying Pétain, including more than 2,500 busts. Petain's Vichy regime was responsible for the deportation of French Jews to German concentration camps.[4]
Caroline Babulle, a spokeswoman for the publisher, Fayard, said: "They have not contested anything in the book, but they are trying to bury it by pretending it doesn't exist."[5]
Responding to the book's release in 2004, a spokesman for LVMH said: "This is ancient history. The book covers a period when it was family-run and long before it became part of LVMH. We are diverse, tolerant and all the things a modern company should be."[6]
An LVMH spokesman told the satirical magazine Le Canard Enchainé "We don't deny the facts, but regrettably the author has exaggerated the Vichy episode,". That publication was the only French periodical to mention the book.[7]
[edit] Modern Age of Louis Vuitton (1937-1996)
In order to broaden its line, the company revamped its signature Monogram Canvas to make it more supple, allowing it to be used for purses, bags, and wallets. Audrey Hepburn is seen carrying the bag in the film Charade in 1963.
In 1966 The company launched the Papillon, a cylindrical bag that is still popular today.
By 1978, the company opened its first stores in Japan, in Tokyo and Osaka. Later, the company expanded its presence in Asia by opening its first store in Korea, in Seoul in 1985.
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.
In 1987, Moët et Chandon and Hennessy, leading manufacturers of champagne and brandy, respectively, merged with Louis Vuitton to form the luxury goods conglomerate, LVMH. The group is partly owned by the Christian Dior group, and Bernard Arnault is chairman and CEO of both companies.
During this time, the company broadened its product lines by introducing Epi and Taiga leather products. The look of the leathers are utilized in everything from small purses and wallets to larger pieces of luggage.
[edit] Millennium Age of Louis Vuitton (1997-present)
In 1997, the company hired designer Marc Jacobs to be the label's artistic director. In March of the following year, he designed and introduced the company's first prêt-à-porter line of clothing.
By 2001, Stephen Sprouse, in collaboration with Marc Jacobs, designed a limited-edition line of Vuitton bags that feature graffiti written over the monogram pattern. The graffiti says Louis Vuitton and, on certain bags, the name of the bag (such as 'Keepall' and 'Speedy'). Certain pieces, which feature the graffiti without the Monogram Canvas background, are created and only available to the customers on Vuitton's V.I.P. customer list.
In 2003, Takashi Murakami, in collaboration with Marc Jacobs, masterminded the new Monogram Multicolore canvas range of handbags and accessories. This range includes the monograms of the standard Monogram Canvas, but in 33 different colors on either a white or black background. (The classic canvas features gold monograms on a brown background.) Murakami also created the "Cherry Blossom" pattern, in which smiling cartoon faces in the middle of pink and yellow flowers are sporadically placed atop the Monogram Canvas. This pattern appeared on a limited number of pieces. The production of this limited-edition run was discontinued in June 2003.
[edit] Counterfeiting
The brand is highly counterfeited, and just over 1% of the items bearing the trademark Image:LV Icon.svg monogram are authentic.[citation needed]Ironically, the signature Monogram Canvas was created to prevent counterfeiting.[8] In 2004, Louis Vuitton fakes accounted for 18% of counterfeit accessories seized in the European Union. LVMH, Vuitton's parent company, said that it employed "some 60 people at various levels of responsibility working full time on anti-counterfeiting, in collaboration with a wide network of outside investigators and a team of lawyers."[9]
In an effort to prevent counterfeiting, the company closely controls the distribution of its products. Until the 1980s, Vuitton products were widely sold in department stores, such as Neiman Marcus and Saks Fifth Avenue. Today, Vuitton products are primarily available at Louis Vuitton boutiques, with a small number of exceptions. These boutiques are commonly found in upmarket shopping districts or, less commonly, inside high-end department stores. The boutiques within department stores operate independently and have their own managers and employees. In addition, to control the online distribution of its products, the company has authorized eLuxury.com to market some of its products.
[edit] Louis Vuitton Sues Britney Spears' video
On November 19, 2007 Louis Vuitton, in further efforts to prevent counterfeiting, successfully sued Britney Spears for violating counterfeiting laws. In a music video for the song "Do Somethin'" it shows fingers tapping on the dashboard of a hot pink Hummer with what looks like Louis Vuitton's "Cherry Blossom" design and has the Louis Vuitton logo. Britney Spears herself was not found guilty, but a civil court in Paris has ordered Sony BMG and MTV Online[1] to stop showing the video. They were also been fined €80,000 each. An anonymous spokesperson for Louis Vuitton stated that the video constituted an "attack" on Louis Vuitton's brands and its luxury image.[10]
[edit] See also
[edit] References
- ^ Reuters Description of LVMH.
- ^ COFFRETIER - MALLETIER - BAHUTIER.
- ^ Fayard.
- ^ Louis Vuitton's links with Vichy regime exposed, The Guardian, June 3, 2004..
- ^ Louis Vuitton's links with Vichy regime exposed, The Guardian, June 3, 2004..
- ^ Louis Vuitton's links with Vichy regime exposed, The Guardian, June 3, 2004..
- ^ Louis Vuitton's links with Vichy regime exposed, The Guardian, June 3, 2004..
- ^ European trademarks vs. Google.
- ^ Special Report: Trying to stub out the fakes.
- ^ "Louis Vuitton Wins Spears Video Lawsuit", FOXNews, The Associated Press, 2007-11-20. Retrieved on 2007-11-20.
[edit] External links
- Official Louis Vuitton website
- Official site for the 2007 Louis Vuitton Cup
- The history of the Louis Vuitton trunkda:Louis Vuitton
de:Louis Vuitton et:Louis Vuitton es:Louis Vuitton fr:Louis Vuitton id:Louis Vuitton it:Louis Vuitton ms:Louis Vuitton nl:Louis Vuitton (merk) ja:ルイ・ヴィトン no:Louis Vuitton nn:Louis Vuitton pl:Louis Vuitton pt:Louis Vuitton ru:Louis Vuitton fi:Louis Vuitton sv:Louis Vuitton vi:Louis Vuitton zh:路易·威登
Categories: Articles needing additional references from July 2007 | All articles with unsourced statements | Articles with unsourced statements since November 2007 | Accessory brands | French designers | Companies of France | Clothing companies of France | LVMH brands | Luxury brands | French collaborationists
