brand introduction
Since 1854, Louis Vuitton, which has been handed down from generation to generation, has become a symbol of fashion travel art with its excellent quality, outstanding creativity and exquisite craftsmanship. Products include handbags, travel goods, small leather goods, accessories, shoes, ready-made clothes, watches, high-grade jewelry and personalized customization services.
Development history
1835, when Louis Vuitton 14 years old, he bid farewell to his hometown in Anchay village in Jura Mountain near the Swiss border and walked 250 miles to Paris. Coming out of a mill and carpenter's house, he worked as a handyman on the road to solve the problem of three meals and one night and earn money. Later, he focused on the craft of wood products, but his craft of making beech and poplar was greatly improved, which became a valuable experience in his life.
1837, Mr. Louis Vuitton arrived in Huadu, and he was fortunate to be an apprentice of Mr. Marechal, a suitcase craftsman. At that time, the craftsmen who produced luggage were collectively called Layetie-Emballeur.
LV Louis Vuitton Ombre series
1837 The first French railway was opened to traffic, 1838 A European ship successfully crossed the Atlantic for the first time, marking the official arrival of the modern tourism era. At that time, the Boxer Regiment in Paris made exquisite poplars by hand and was good at packing gorgeous luggage for the royal family, so the demand for its products in the capital Paris rose sharply.
1853, Louis Vuitton was promoted to be the boss's chief assistant and became the most trusted luggage expert of Queen Eugénie. Fashion guests from the upper class poured in as soon as they became imperial concubines.
Louis Vuitton got married on 1854, and made an important decision in the same year to set up his own company. The couple opened a shop at No.4 Rue Neuve Des Capucines (today's Rue des Capucines), which is only a stone's throw from Vendome Square and the opera house later built.
Louis Vuitton made a far-reaching and important decision immediately after the establishment of the company, that is, covering one of the suitcases with durable and waterproof canvas material. Four years later (that is, 1858), he introduced a brand-new product-easy-to-transport flat-cover poplar suitcase. The surface of this suitcase is covered with high-quality gray waterproof Trianon canvas, the four corners are covered with metal, and handles and brackets are installed. The beech strips on the surface are nailed with rivets. The interior design is also very intimate, and a row of bottom boxes and compartments are convenient for placing all kinds of clothes and elegant lining. This new design not only protects clothes and is easy to carry, but also marks the official birth of Louis Vuitton suitcase and modern tourism culture.
LV Louis Vuitton Series _ 3
1859, Louis Vuitton decided to move the production line to Asniers, a suburb that has not been discovered by Impressionists. The quiet town of Agnes, located on the banks of the Seine, enjoys an excellent geographical position: the poplars for luggage can be transported by barge from the nearby valley of Vaz Province, and there is a railway connecting the town with the Paris Saint-lazare station.
187 1, the head office in Paris was not enough, so it moved to rue Scribe Avenue 1 nearby, just opposite the famous hotel. At that time, the grand theater next door was not finished.
At that time, the company's business was like that of Japan, but there were all kinds of imitations on the market. In order to combat this plagiarism, Louis Vuitton added red and white stripes to the gray Trianon canvas of 1872. His son George Vuitton took over the business of the company on 1880. Later, 1888 introduced a more complicated new pattern of brown and white plaid, with L.Vuitton logo printed alternately, which was difficult for others to follow. More than a century later, this checkered pattern became the inspiration for another classic series.
/kloc-From the end of 0/9 to the beginning of the 20th century, George opened a branch in new york. Many big stars also go to Paris to buy bags. Bags for various purposes have also come out. With Louis Vuitton's best-selling luggage, many counterfeit products flooded the market. Although Louis Vuitton filed a lawsuit, it did not stop the proliferation of counterfeit goods.
Louis Vuitton and later generations were extremely interested in the advanced things in the world and the development of transportation, science and technology, architecture, art and fashion, and made detailed observations on things in the world. Charles-Frederic Worth, a master dresser at that time, once pointed out to Louis Vuitton that the wide skirt was coming to an end and the frivolous dress style was about to take its place. He immediately realized that in 1875, he created a wardrobe-style suitcase with a hanger on one side and a row of drawers on the other, so that passengers don't need to tidy up their clothes repeatedly when traveling around. This "wardrobe" suitcase is still one of the most classic works of Louis Vuitton.
As early as 1885, Louis Vuitton has already opened a branch in Oxford Street, London. 1898 George Vuitton is convinced of the development potential of the American market, so he signed a distribution agreement with john wanamaker, the owner of a large department store chain, to sell brand suitcases in new york and Philadelphia first, and then expand the territory to Boston, Chicago, Washington and Los Angeles.
1905, that is, two years before Henry Ford introduced the model car, the brand introduced a waterproof "driver's bag", which can be hidden in the center of the spare tire and used as a bathtub if necessary. In the earliest flight, there was an experimental "nacelle suitcase". Even if there is an accident when landing on the water, the pilot of the spacecraft floats on the water by suitcase. Another masterpiece is the lightweight "aero trunk" suitcase, which weighs only 26 kilograms even if it is fully loaded with clothes.
Another important revolutionary invention is the "non-removable" multi-pin spring lock introduced by George Vuitton at 1890 when he was in charge of the company. Later, all suitcases produced by this brand were equipped with this spring lock design. Each guest is assigned a private lock number, that is, all the suitcases of the guest can have the same key switch. This system has been used to this day.
19 12 years, the central business district of Paris gradually developed westward, and George Vuitton decided to build a new artistic building on the Champs Elysé es as the flagship store of the brand. The building was completed in 19 14, and the exterior wall is engraved with "Paris-Louis Vuitton, founded in 1845". The original location of the building is opposite to the headquarters of the Champs Elysé es today, and the lettering on the wall is still clearly visible today. After World War II, the demand for Monogram canvas products increased day by day, and the company decided to expand its global exclusive distribution network. The brand is very strict about opening new stores, just like the concept of maintaining perfect quality of products.
Louis Vuitton has opened more than 424 stores around the world, all of which are directly managed by the head office. 1987 The brand merged with Moet Hennessy to form —LVMH, the largest and most successful luxury goods group in the world. In the same period, the product range of this brand has been expanding. The first colorful Epi leather series was launched in 1985, followed by Taiga leather series for men's wear in 1993, and Damier canvas series was launched again in 1996. In the same year, Louis Vuitton celebrated the birth of Monogram100th anniversary, and specially commissioned seven famous fashion designers to create limited edition Monogram handbags, among which the most unique designs were Jaguar leather printed with Monogram by Azzedine Alaia and faux-cul travel bag designed by vivienne westwood.
From 65438 to 0998, Louis Vuitton officially became a comprehensive fashion brand, and departments such as men's and women's wear, shoes, accessories and jewelry were established one after another. Marc jacobs, a designer from New York State, was appointed as artistic director. At that time, the fashion world was very surprised that marc jacobs, the "garbage master", entered the French court brand, but after several years of running-in, they were like a duck to water. Marc jacobs collaborated with new york avant-garde artist Stephen Sprouse to create the Monogram graffiti series, while Japanese artist Murakami Takashi created the Eye Love Monogram, Colorful monogram polycholor and Monogram Cerises series.
In 2004, Louis Vuitton was the sixth generation descendant of Patrick Vuitton, and there were 13600 craftsmen making luggage, working in 14 workshop respectively. In addition to the 65,438+065,438+0 workshops in France, there are also production bases in Catalonia, Spain and California, USA. 80% of the work of making luggage is done by hand. Louis Vuitton has also opened 365,438+04 luggage shops in 52 countries, including 9 in China alone. In 2002, the turnover was 3 billion euros, which tripled in 10. The annual profit is increasing at a rate of 40%-45%. Japan is a big seller of Louis Vuitton products, accounting for 30% of its total sales. On the opening day of a branch in Tokyo in 2002, the queue at the door was as long as 1 km. The second largest seller is the United States.
From 65438 to 0996, Louis Vuitton joined the L.v.m.h Group, which greatly expanded his activity space. Not only does it produce a large number of traditional high-end bags, but it also dabbles in fashion, watches, jewelry and other industries, and its business activities account for 70% of the group's total business.
In 2004, to celebrate the 50th anniversary of/Kloc-0, Louis Vuitton erected huge luggage-shaped tents in new york, Hongkong, Tokyo and Shanghai as celebration party venues, paying high tribute to the brand founders. The brand has also opened large flagship stores in Indian, Russian, China and South Africa. The headquarters building of Champs Elysé es, which is full of historical value, was reopened on June 5438+ 10, 2005 after a comprehensive renovation project.
Marc jacobs, the creative director of Louis Vuitton, will leave his post on June 20 13 for a total of 16 years. Lu appointed Mark as the new creative director. In August 2007, former Soviet President Gorbachev endorsed Louis Vuitton handbag advertisement.