Business

Abe

Case # 24: LOUIS VUITTON

Zumi Yohone

Dr. Nora Poore

Strategic Management

September, 24, 2000

Introduction

Napoleon Bonaparte assumed the title of Emperor of the France in 1852. His wife, Eugenie de Montijo hired Louis Vuitton as her personal truck maker. This allows Louis into an elite class of customers. Later these elite customers would be seeking his services. The Louis Vuitton label was founded by Louis Vuitton Malletier in 1854. Louis lived in Rue Neuve des Capucines Paris France. Louis Vuitton had observed that the Cave Osilite trunk could be easily stacked with a flat bottom trunks and trianon canvas. The trucks were lightweight and airtight. His gray trianon canvas flat trunk were first to be used by sailors. It allowed the ability to stack trunks with ease during voyages. The company participated in the universal exhibition in Paris. Many other trunk makers imitated LV's style and design. Louis wanted to protect against the duplication of his brand. Louis Vuitton changed the trianon design to beige with brown stripes design in 1876.

Wikipedia. (2014). Louis Vuitton [web log post]. Retrieved September 20, 2014, from http://en.wikipedia.org/wiki/Louis_Vuitton

The company opened its first store in London on Oxford Street. People continuing imitation of Louis brand, in 1888, Louis created the Damier Canvas pattern, which bore a logo that reads "marque L. Vuitton deposee", which translates into "L. Vuitton registered trademark". Louis Vuitton died in 1892. The company's management passed to his son. After the death of his father, Georges Vuitton began a campaign to build the company into a worldwide corporation. The company first exhibits were at the Chicago World's Fair in 1893. The company launched the signature Monogram Canvas. Its graphic symbols, including quatrefoils and flowers (as well as the LV monogram), were based on the trend of using Japanese and...