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My presentation at London College of Fashion March 2009


  • 1.Claudio Diniz

2. History

  • Founded in 1854, by Louis Vuitton: Malletier a Paris
  • 1858 - Grey trianon canvas
  • 1888 - Damier Pattern
  • 1896Georges Vuitton designed the famous Monogram Canvas
  • Expansion to countries worldover
  • 1930s onwards creation of signature bags Keepall, Noe, Speedy, Papillon
  • 1959 Monogram Canvas made suppler to be used for purses, bags, and wallets


  • 1983 Louis Vuitton Cup
  • 1987 Formation of LVMH
  • 1990s onwards they launched many new lines and collections
  • By 1989 there were 130 stores worldwide
  • 1998 Marc Jacobs appointed as Art Director, Pret-a-Porter
  • 2000s Collaboration with Stephen Sprouse and Takashi Murakami
  • Revamped a few old lines

History 4.

  • Portrait of Louis Vuitton (1821-1892) founder of the company

Four historical canvas - bottom/right: grey Trianon canvas, bottom/left: Striped canvas, top/right: Damier canvas, top/left: Monogram canvas The Monogram canvas Wardrobe (1875) The Steamer bag: ancestor of soft bags The fabrication of Louis Vuitton shoes, for which no less than 150 operations are necessary Overview Vuitton Building: the faade of the Louis Vuitton store, at 70, Av. des Champs-Elyses (1914) Lock with multiple tumblers, launched in 1890 5. Launch of Louis Vuitton as a fashion label (1998) The Milano toiletry case, presented by Louis Vuitton at the International Exposition in 1925 Portrait of Patrick-Louis Vuitton, 5th generation of the Vuitton family Yves Carcelle, CEO Louis Vuitton Louis Vuitton workshop in Asnires, France Louis Vuittons 150th anniversary party (April 2004, Hongkong) Overview 6. Monogram Vernis Pegase 50 Damier Geant Aventurier Stephen Sprouse Keepall 50 Monogram Multicolore - Keepall Epi Leather Sirius 45 Luggage Carried Monogram Canvas -Case 7. Monogram Mirior - Small Ring Agenda Cover Monogram Canvas - Mini Agenda Zippy Cover Epi Leather - Small Ring Agenda Cover Monogram Vernis - Agenda Cover PM Desk Agenda Cover Nomade Leather Agendas Damier Azur Canvas - Pocket Agenda Cover 8. Watches Montres Tambour 2002 Montre Tourbillon Tambour MonogramMontres Tambour Diving Montres Speedy Montres Tambour Quartz Small Lovely Montres Tambour Fleurs Prcieuses 9. Monogram Multicolore Speedy 30 Monogram Mini Lin Diaper Bag City Bags and Briefcases Damier Graphite President Briefcase Mahina XL Stephen Sprouse Neverfull GM Monogram Vernis Roxbury Drive 10. Suhali Leather - Lockit Clutch Clutches and Pouches Monogram Damier Canvas Pochette Compact Monogram LimelightClutch PM Stephen Sprouse Pochette Accessories Afterdark Monogram Motard Epi LeatherSellier Dragonne Clutch 11. Wallets and Leather Goods Mahina - Amelia Wallet Monogram Canvis Astrid Wallet Suhali Leather Serenata Case Monogram Multicolore Flat Coin Purse Epi Leather - Key Holder Monogram Denim Zippy Wallet 12. Shoes Harold Loafer in Calf Leather Sofia Sandal in Suede Goat Leather Rose Pump in Glazed Calf Leather Lagoon Thong in Canvas Monogram Damier Canvas - Elan Sneaker Coconut Mule in Monogram Canvas & Leather Patchwork 13. Fine Jewellery Fleur Medalllian Necklace, Yellow Gold Small Monogram Gallea Band Ring, White Gold Clous Bracelet, Yellow Gold Large LV PendantWhite Gold & Diamonds Les Luxuriantes Earrings with Pink Sapphires Les Craquantes Small Pendant & Chain 14. Sun Glasses Metal - Attraction Monogram Photocromique Conspiration Pilote Metal and Acetate Alias Round Desmayo Strass Cat Eye Obsession Carre LV Landscape Acetate - Mahina 15. Pens Charm Pen Agenda Ballpoint GM Roller Pen LV cup Leather-Covered Doc Ballpoint Pen Rhodium Finish 16. Books Birth of Modern Luxury City Guide 2009, Mumbai Travel Note Book London History of the LV Cup City Guide 2009 European Cities Travel Note Book Mumbai 17. Ties and Scarves Olivia Scarf Monogram Shawl Mix Monogram Tie New Denim Square Scarf LV Tie Signature Silk Celestie Tie 18. Belts Monogram Damier Canvas Belt LV Initials Monogram Belt LV Inventeur Reversible Damier Ebene Belt Boitier Calf Leather Belt LV Intitials Monogram Multicolore Belt 1904 Natural Calf Leather Belt 19. Accessories Graffiti Brooch Sweet Monogram Headband Candy Bag Charm Monogram Canvas - Baxter Dog Collar GM Cigar Humidor 75 Mahogany and pearwood Monogram 1001 Nuits Hair Clip 20. Ready to Wear Spring Summer 2009 Spring Summer 2009 Cruise Collection 2009 21. Ready to Wear Spring Summer 2009 Pre Spring Summer 2009 Cruise Collection 2009 22. Brand Identity Physical Personality Self-projection Reflection Culture Relationship Luxury leather goodsMonogram Damier Locks, trunks Quality Tradition Heritage Success, Show offEffortless luxury Art of travel Craftsmanship Sporting tradition Working class origin Elite customers La belle poque French Japanese Elegance Comfort Understated Status Social belonging 23. Core Values

  • Traditional and Classic
  • Luxurious and Elegant
  • Iconic
  • Creates Desire
  • Evokes a sense of Style
  • Subtle Changes
  • Sophisticated and Elite

24. Brand extension-Why Perfume?

  • Available by all our competitors, missing from the LV catalogue
  • To cater to the already existing loyal LV customer
  • Fulfill desires of people of owning a LV product
  • Increase the Market Share
  • Increase Revenues

25. Competitors Analysis

  • Perfumes when sold through selective distribution channels are clearly luxury products, even if they correspond to low-priced items
  • Brands like Chanel, Lancme, Este Lauder, Dior and Lanvin launched perfumes as early as the 19th century
  • Other luxury brands like Chanel, Dior and Armani have an aided awareness of around 80% to 90% through their perfumes

26. Competitors Analysis Gucci by Gucci, 50ml - 48.00 Elizabeth Arden, Badgley Mischka Couture, 100ml - 61.00 Marc Jacobs, Daisy, 50ml - 49.00 Dolce & Gabbana, Sicily, 50ml - 43.00 Emilio Pucci, Sabbia 167, 50ml - 39.00 Bond No 9, Nuits de Noho, 50ml - 90.00 Dior, Midnight Poison, 50ml - 54.00 27. Competitors Analysis Cartier, Delicies de Cartier, 50ml - 48.00 Giorgio Armani, Armani Code, 50ml - 45.00 Valentino, Rock n Rose Couture, 50ml - 46.00 Bvlgari, Rose Essential, 50ml - 54.00 Hermes, Kelly Caleche, 50ml - 52.00 Givenchy, Ange ou Demon, 50ml - 50.00 Ralph Lauren, Notorious, 50ml - 48.00 Jean Paul Gaultier, Fragile, 50ml - 59.00 28. Trend Book and Colour Trend Book Creation R - 111 G - 173 B - 222 R - 205 G - 55 B - 0 R - 239 G - 120 B - 171 R - 158 G - 0 B - 0 R - 0 G - 0 B - 0 R - 0 G - 138 B - 42 R - 134 G - 25 B - 124 R - 191 G - 173 B -191 29. Damier Azur R - 255 G - 212 B - 0 R - 212 G - 19 B - 128 R - 232 G - 223 B - 205 R - 125 G - 116 B - 119 Monogram Multicolore Trend Book and Colour Trend Book Creation 30. Creation and design of the new introduced product 31. Packaging Creation 32. Product Identity Material 2: Material 1: Colour 2: Colour 1: Shape 2: Shape1: Luxury , elegance,quality , clean Thicktransparent glass Classical yetinnovative(in a perfume bottle) Canvas Traditional yet feminine andyoung.Monogram Multicolore.Brightcolours and white. Traditional , LV original signature print. Soft, feminine, dream Damier Azur Canvas in lightblue and beige Feminineyet strong Slightly curvycorners and edges Elegance , sleek,modernity Veryslimand long Meanings Signs 33. Package Identity Material 2: Material 1: Colour 2: Colour 1: Shape 2: Shape1: Luxury, elegance,expertise ,classical, LV heritage Canvas Practical,moder n Metal Sophisticatedyet modern andinnovative Silver logo , product name and base Eternal, LV original, symbolic, legendary print Damier Azur Canvas. Light b lue and beige Feminineand soft Roundcorners and edges Practical , elegant, modern Longandslimtin with metal base Meanings Signs 34. Package Identity

  • An innovative product with classical features that reflect the brand heritage and expertise. It also brings a touch of modernity, fun and agility. It caters to the sophisticated LV female customer and to the younger fans of the LV brand.

35. Modern Classic Mass market Luxury Perfume Voyager New Product Positioning 36. 0123456789101112131415 LOW INNOVATION MEDIUM INNOVATION HIGH INNOVATION Voyager Parfum Innovation Value Scale 37.

  • Core business of the brand - Luggage maker
  • LV heritage and signature products
  • The LV customer: jet set. Likes to travel and visit new places but one thing is constant: the LV bags, luggage and accessories
  • Simple name and easy to remember
  • Good sonority
  • Invite the customer to travel and dream. Join the LV universe

Semantics Why Voyager 38. Target Segmentation

  • Our targeted client are both sex, aged between 30-50 years old
  • Income between 35.000-150.000 +
  • They are graduate professionals with sense of self-worth and novelty seekers
  • Our product can be bought for personal use or as a gift
  • Achievers and innovators

39. PAST French, Immaterial Never vulgarPlug inephemeral Trends & Events Artistical statementCultural MobilityGood life Planter ses racines tous les joursContemporaneity & Universal MythsDesireStylish Positive atitude Brand Loyalty Self confidence Status Traditional Facets of Luxury 40. FIXED COST Production Cost 2.500 euros per colors X 2 = 5.000 euros 3.000 euros per piece 5.000 euros Per piece 3.000+5.000= 8.000 euros 3.000 eur