Who Owns Louis Vuitton? - FourWeekMBA (2024)

LVMH, among the world’s largest luxury goods companies, will own Louis Vuitton with over $53 billion in revenues by 2019. It holds 75 brands in six different sectors. These brands comprise Louis Vuitton, Bulgari, Christian Dior, Fendi, Loro Piana, Celine, Givenchy, Kenzo, Berluti, and Rimowa. The Arnault family owns LVMH.

Aspect	Description	Analysis	Examples
Products and Services	Louis Vuitton (often referred to as LV) is a luxury fashion brand that offers a range of high-end products, primarily in the fashion and accessories categories. The core offerings include luxury handbags, luggage, leather goods, ready-to-wear clothing, shoes, watches, jewelry, fragrances, and other fashion accessories. The brand is known for its iconic monogram canvas patterns and high-quality craftsmanship. Additionally, Louis Vuitton provides customization services for select products.	Louis Vuitton’s primary products are luxury fashion and accessories, targeting affluent consumers seeking prestige and quality. The brand’s iconic monogram patterns and craftsmanship enhance its desirability. Customization services cater to personalized preferences.	Luxury handbags, luggage, leather goods, ready-to-wear clothing, shoes, watches, jewelry, fragrances, fashion accessories, iconic monogram canvas patterns, high-quality craftsmanship, customization services.
Revenue Streams	Louis Vuitton generates revenue primarily through the sale of its luxury fashion and accessories products. These products are sold through a network of company-owned boutiques, department stores, high-end retailers, and the brand’s official website. The company also earns income from limited edition and collaboration collections, as well as licensing agreements for fragrances and other products.	Revenue from luxury fashion and accessories products is the primary income source, driven by high-end retail and brand boutiques. Limited edition and collaboration collections attract collectors and enthusiasts. Licensing agreements extend the brand’s reach.	Revenue from the sale of luxury fashion and accessories products (e.g., handbags, clothing, shoes), income from limited edition and collaboration collections, licensing agreements for fragrances and other products.
Customer Segments	Louis Vuitton serves a niche customer base consisting of affluent individuals who seek high-quality luxury fashion and accessories. The brand appeals to fashion-conscious consumers, collectors, and those looking for prestigious and exclusive products.	Louis Vuitton’s target demographic includes affluent individuals, fashion enthusiasts, collectors, and those who value prestige and exclusivity. The brand’s luxury products and craftsmanship cater to a discerning clientele.	Affluent individuals, fashion enthusiasts, collectors, consumers seeking prestigious and exclusive luxury fashion and accessories.
Distribution Channels	Louis Vuitton distributes its products primarily through its network of company-owned boutiques and retail stores, including flagship stores located in major cities worldwide. The brand also sells its products through high-end department stores and select luxury retailers. Louis Vuitton’s official website serves as an additional distribution channel for e-commerce sales.	The company-owned boutiques and flagship stores provide a luxurious and immersive shopping experience. Partnerships with high-end department stores and luxury retailers expand market reach. The official website offers convenience for online shoppers.	Distribution through company-owned boutiques and flagship stores, partnerships with high-end department stores (e.g., Neiman Marcus, Harrods), luxury retailers, the official Louis Vuitton website (louisvuitton.com) for e-commerce sales.
Key Partnerships	Louis Vuitton collaborates with high-end department stores and luxury retailers to distribute its products. The brand may also partner with celebrities, designers, and artists for limited edition collections and collaborations. Additionally, Louis Vuitton forms licensing agreements with fragrance companies for the production and distribution of perfumes and other fragrances.	Collaborations with department stores and luxury retailers extend the brand’s reach and accessibility. Partnerships with celebrities, designers, and artists enhance the exclusivity of limited edition collections. Licensing agreements for fragrances and beauty products diversify the product portfolio.	Collaborations with high-end department stores (e.g., Saks Fifth Avenue, Selfridges), luxury retailers (e.g., Net-a-Porter), partnerships with celebrities and designers (e.g., Louis Vuitton x Virgil Abloh collection), licensing agreements for fragrances and beauty products (e.g., with LVMH-owned fragrance companies).
Key Resources	Louis Vuitton’s key resources include its luxury fashion and accessories products, iconic monogram patterns and designs, high-quality craftsmanship, a global network of company-owned boutiques and retail spaces, a strong brand identity, creative designers, a history of innovation, and a focus on exclusivity and prestige.	The luxury fashion and accessories products are the core resource, representing the brand’s prestige. Iconic monogram patterns and high-quality craftsmanship enhance desirability. The global network of boutiques provides a physical presence. A strong brand identity builds recognition. Creative designers drive innovation. A history of innovation and a focus on exclusivity and prestige are essential resources.	Luxury fashion and accessories products, iconic monogram patterns and designs, high-quality craftsmanship, global network of company-owned boutiques, strong brand identity, creative designers, history of innovation, focus on exclusivity and prestige.
Cost Structure	Louis Vuitton incurs costs related to the production of luxury fashion and accessories products, including raw materials, manufacturing, and craftsmanship. The brand invests in creative design and innovation efforts. Marketing and advertising campaigns promote the brand and its products. Employee salaries, especially for designers and craftsmen, represent a significant portion of costs. Investments in retail spaces and boutiques are necessary for the brand’s physical presence.	Costs related to product production encompass raw materials, manufacturing, and craftsmanship expenses. Investments in creative design and innovation drive product development. Marketing and advertising campaigns build brand visibility. Employee salaries, including designers and craftsmen, are a substantial expense. Investments in boutiques and retail spaces are essential for the brand’s physical presence.	Costs related to luxury fashion and accessories product production, creative design and innovation efforts, marketing and advertising campaigns (e.g., Louis Vuitton advertising), employee salaries (e.g., designers, craftsmen), investments in retail spaces and boutiques.
Competitive Advantage	Louis Vuitton’s competitive advantage lies in its iconic and prestigious brand, high-quality craftsmanship, innovative designs, a history of exclusivity, and limited edition collections. The brand’s global presence and strong brand identity contribute to its desirability.	An iconic and prestigious brand, high-quality craftsmanship, innovative designs, a history of exclusivity, and limited edition collections set Louis Vuitton apart. A global presence enhances accessibility. A strong brand identity builds recognition and trust.	Louis Vuitton’s iconic and prestigious brand, high-quality craftsmanship, innovative designs, history of exclusivity, limited edition collections, global presence, strong brand identity.
Value Proposition	Louis Vuitton offers affluent consumers a value proposition centered on prestige, exclusivity, and luxury. The brand provides high-quality fashion and accessories products, characterized by iconic designs and craftsmanship. Limited edition collections and collaborations enhance exclusivity.	Louis Vuitton’s value proposition revolves around offering prestige, exclusivity, and luxury. Affluent consumers value high-quality products, iconic designs, and craftsmanship. Limited edition collections and collaborations add to the allure of exclusivity.	Prestige, exclusivity, luxury, high-quality fashion and accessories products, iconic designs, craftsmanship, limited edition collections, collaborations.

Table of Contents

Origin Story

Louis Vuitton – officially Louis Vuitton Malletier – is a French luxury fashion house and company that was founded in 1854. The company’s namesake, Louis Vuitton, started as a trunk maker and later incorporated leather into other products such as purses, wallets, bags, and luggage.

Today, the company is just one part of the luxury goods conglomerate LVMH. But the division nevertheless has a storied history that is worth telling.

Early years

In 1837 at the tender age of 16, Louis Vuitton traveled to Paris to start as an apprentice malletier (trunk maker) under Monsieur Maréchal.Such was his passion for the craft that Vuitton walked 450 kilometers from his home in Anchay to the French capital.

Transportation in the mid-1800s consisted primarily of carriages, boats, and trains, which meant that one’s luggage was often damaged or exposed to the elements. Travelers relied on skilled craftsmen to not only pack their treasured items but also protect them from theft.

Vuitton soon earned a reputation for his work and served under Maréchal for 17 years before deciding to start his own venture.

Louis Vuitton is founded

Louis Vuitton was founded in 1854 and became known for its flat-topped trunks that were light and airtight. Before this time, most trunks featured a rounded top to promote water runoff – but this meant they could not be stacked.

In 1859, Vuitton opened a workshop in Asnières and employed 20 workers to meet demand. This workshop is still in operation today and now incorporates the Vuitton family residence.

Vuitton’s design was soon replicated by competitors. To make his brand stand out once more, he introduced a new design in 1876 that featured brown and beige stripes. In 1888, products featured a canvas pattern that read marque L. Vuitton déposée (L. Vuitton registered trademark).

Control is passed to Georges Vuitton

When Louis Vuitton passed away in 1892, control of the company passed to his son Georges. Georges had developed a patented locking system for luggage with his father before he died, and it was so effective that he challenged Harry Houdini to escape from a Vuitton box.

While Houdini declined to take part, the lock system was popular with travelers in the 1890s. Over this period, Georges focused on turning the company into a worldwide operation. He premiered Louis Vuitton products at the Chicago World’s Fair in 1893 and patented several designs to counter the ever-present threat of counterfeit items.

One of these was the signature monogram canvas with the LV monogram, quatrefoils, and flowers that remains emblematic of the company today.

Stores were later opened in London, Washington, Alexandria, Bombay (Mumbai), and Buenos Aires. The company’s Louis Vuitton Building, which opened on the Champs-Elysees in 1913, was the largest travel goods store in the world at the time.

After Georges died in 1936, the reins were handed to his eldest son Gaston Louis Vuitton.

Post-war period

After the Second World War, Louis Vuitton started to sell leather wallets, purses, bags, and larger pieces of luggage. It also revamped its signature monogram canvas in 1959 to make it more amenable to leather.

In 1966, Gaston also introduced the cylindrical Papillon bag which became one of the company’s most famous products. In fact, over the 1960s, Louis Vuitton products were increasingly spotted on celebrities such as French actress Catherine Deneuve, French singer and actress Juliette Greco, and Italian actress Anna Magnani.

Henry Racamier

When Gaston passed in 1970, Henry Racamier assumed control of Louis Vuitton. Racamier had married into the family when he wed Odile Vuitton, Louis Vuitton’s great-granddaughter.

Despite the brand’s popularity among the French elite, Racamier recognized that there were only two stores in France generating less than $10 million per annum in revenue. Under his leadership, Racamier opened 100 stores in France and around the world over the next decade.

Merger with Moët et Chandon

Louis Vuitton went public in 1984 and merged with champagne brand Moët et Chandon and cognac brand Hennessy in 1987.

The new entity became known as Louis Vuitton MoëtHennessy (LVMH) which Racamier headed until 1990 before he was ousted in a well-documented legal battle with French entrepreneur Bernard Arnault.

The Louis Vuitton brand soon rose to new heights thanks to the appointment of Marc Jacobs as creative director in 1997. He introduced the brand’s first ready-to-wear line and over his 16-year tenure, developed innovative designs that attracted fashion enthusiasts and supermodels such as Kate Moss and Naomi Campbell.

Key takeaways

Louis Vuitton is a French luxury fashion house and company that was founded in 1854. The company’s namesake, Louis Vuitton, started a trunk maker and later incorporated leather into other products such as purses, wallets, bags, and luggage.
Louis Vuitton became known for its flat-topped trunks that were portable, airtight, and theft-proof. Before this time, most trunks featured a rounded top to promote water runoff – but this meant they could not be stacked. In 1859, Vuitton opened a workshop in Asnières that is still in operation today and incorporates the Vuitton family residence.
When Louis Vuitton passed away in 1892, control of the company passed to his son Georges. Georges focused on turning the company into a worldwide operation and patented several designs the counter the ever-present threat of counterfeit products.
Louis Vuitton went public in 1984 and merged with champagne brand Moët et Chandon and cognac brand Hennessy in 1987. The new entity became known as Louis Vuitton MoëtHennessy (LVMH) which Henri Racamier headed until 1990. The company reached new heights in the 1990s thanks to the vision of creative director Marc Jacobs.

Key Highlights

LVMH Overview:
- LVMH is one of the world’s largest luxury goods companies, owning Louis Vuitton.
- It generated over $53 billion in revenues by 2019.
- LVMH holds 75 brands across six sectors, including Louis Vuitton, Bulgari, Christian Dior, Fendi, and more.
- The Arnault family owns LVMH.
Louis Vuitton’s Origin Story:
- Founded in 1854 by Louis Vuitton as a trunk maker, which later expanded into luxury fashion and accessories.
- Started with leather products such as purses, wallets, bags, and luggage.
Early Years of Louis Vuitton:
- Louis Vuitton, at 16, apprenticed as a trunk maker in Paris under Monsieur Maréchal, traveling a long distance to pursue his passion.
- Transportation challenges in the mid-1800s led to the need for protective luggage.
- Vuitton earned a reputation for his craft, serving under Maréchal for 17 years.
Founding of Louis Vuitton:
- Louis Vuitton founded the company in 1854, known for creating flat-topped trunks that were airtight and stackable.
- In 1859, Vuitton opened a workshop in Asnières, which remains operational and includes the Vuitton family residence.
- Introduced distinctive designs like brown and beige stripes (1876) and the L. Vuitton registered trademark canvas pattern (1888).
Georges Vuitton’s Contributions:
- After Louis Vuitton’s passing, control passed to his son Georges.
- Georges patented a locking system for luggage, challenged Houdini, and focused on global expansion.
- Introduced signature monogram canvas with LV monogram, quatrefoils, and flowers.
- Opened stores worldwide and showcased products at the Chicago World’s Fair (1893).
Post-Georges Period:
- After Georges’ death in 1936, his son Gaston took over.
- Post-World War II, Louis Vuitton expanded into leather wallets, purses, bags, and luggage.
- Revamped the signature monogram canvas to accommodate leather (1959).
- Introduced iconic products like the cylindrical Papillon bag (1966) and gained celebrity recognition.
Henry Racamier’s Leadership:
- Henry Racamier, through marriage to Odile Vuitton, took control in 1970.
- Recognized the need for global expansion, opened 100 stores worldwide.
Merger with Moët et Chandon:
- Louis Vuitton went public in 1984 and merged with Moët et Chandon and Hennessy in 1987.
- Formed Louis Vuitton Moët Hennessy (LVMH) with Racamier as head.
Marc Jacobs and New Heights:
- Creative director Marc Jacobs (1997-2013) introduced the brand’s first ready-to-wear line.
- Jacobs’ innovative designs attracted fashion enthusiasts and supermodels.
Key Takeaways:
- Louis Vuitton, founded in 1854, evolved from a trunk maker to a renowned luxury fashion house.
- Signature designs, including flat-topped trunks and distinctive patterns, contributed to its reputation.
- Georges Vuitton’s efforts led to global expansion and iconic monogram designs.
- The brand merged with Moët et Chandon and Hennessy, forming LVMH, a luxury goods conglomerate.
- Marc Jacobs’ creative direction elevated the brand’s status in the 1990s.