“Products are made in the factory, but a brand is created in the mind.”
Louis Vuitton is among the best examples of this. Louis Vuitton has carved a niche for itself in the market with its exclusive products and strategies at creating appeal to its target customers. The success of Louis Vuitton is not merely a coincidence.
Louis Vuitton, the legendary name in fashion was founded in 1854. Truly a rag to riches story, the journey started from humble beginnings in the 19th century, when the French emperor at the time, Napoleon III, was looking for somebody to make bags for Empress Eugénie. Napoleon found Louis Vuitton, a specialised luggage handler who was known for designing luggage for upper-class families. Vuitton’s forte lay in inventing airtight and flat stackable luggage which looked sleek in design.
Right from the start, Vuitton positioned his services for the elite. The target customer had always been upper class people or royal clientele who looked for functionality and class. Thus embarked a journey which gradually grew into a roaring business and transformed into an iconic name in fashion circles. What makes Louis Vuitton a successful brand?
Redefined and perpetuated luxury
With its authentic designs and high-end craftsmanship, Louis Vuitton redefined luxury and quickly became a beacon of aesthetics. It is not just a bag, apparel or accessory brand it is the epitome of luxury goods. The name originated in Paris which for long has been considered the fashion capital of the world. Louis Vuitton products distinctively reflect the French lifestyle. Designer LV products have come to be respected and known as synonymous with high-end quality and craft. To own Louis Vuitton goods is a privilege and one must consider themselves so to have a product with the “LV’ logo on it.
The distinctive bag
Vuitton started his career in the luggage industry and soon rose to redefining travel with his smartly designed bags. The combination was a rare embodiment of utility and fashion. The chocolate-brown leather canvas emblazoned with quatrefoils and the LV monogram is immediately recognisable as the international symbol of globetrotting luxury. There are plenty of counterfeit goods in the market, and many of them are knockoffs. Impersonators try creating duplicates to flood the market, but the trained eye could easily distinguish a difference. When women seek handbags, they are often looking for designs that are different from ordinary handbags. To counter mass production of bags, Louis Vuitton introduced exclusive series that are limited edition and that way consumers can be certain that very few possess similar bags in the market.
Not just bags
Louis Vuitton did not stop at handbags, the brand rapidly made a foray into shoes, watches, leather goods, jewellery, perfumes, sunglasses, and accessories. Some exclusive lifestyle products are Louis Vuitton Loafers, Louis Vuitton Belts, Louis Vuitton Jackets, Louis Vuitton Sneakers, Louis Vuitton Sunglasses, Louis Vuitton watches, Louis Vuitton Charms and Louis Vuitton Necklaces. Many brand conscious consumers today are seeking luxury in everything that he or she owns. It could be an essential commodity, apparel or a luxury good that they occasionally sport. Louis Vuitton accessories dominate the market for consumers looking to be styled in branded goods which come with class, quality and are instantly recognisable. The luxury brand produces fashionable and specially crafted, high–quality leather goods that everyone inarguably wants a piece of. Their goods are available exclusively at their outlets at select places.
Balancing exclusivity, design, functionality, and aesthetics
Instantly recognizable and classy, the brand has successfully managed to balance functionality with elegance. The brand hires the best experts and talent to work on their range of products which give them distinctiveness and style. The perfect blend of products with high quality, novelty, and sophistication are crucial to their core business. These qualities have helped establish a pioneering brand in the luxury goods market. Another secret to Louis Vuitton’s success is the exclusivity of their products. When consumers know the series is limited, this encourages them to purchase the product instantly. Exclusive does not necessarily mean unique, but it is definitely not mass produced. The customer would then want to invest in a product which would not be owned by all and would be willing to pay the extra premium to own it.
Although the brand has not changed their basic formula, they have still managed to maintain success all these years and retain their market share and customer base.
In the world of luxury goods, Louis Vuitton is a combination of usability, class, style, and innovation. This package spells a perfect recipe for success. Louis Vuitton is in a league of its own, making it difficult for other brands to compete.
Louis Vuitton is synonymous with the French lifestyle of all good things in life. The eponymous world famous lifestyle brand has entered the lifestyles of the rich and famous and made its statement. Owning a piece of Louis Vuitton takes the consumer to a world of elegance, inspiration, and style.