Julie de Libran: Louis Vuitton’s secret weapon

Louis Vuitton’s “slow” road back to prestige

Whether it’s a button or a silhouette. Even the inside of our clothes is as important as the outside – you might find a men’s striped lining inside a jacket sleeve. It’s so elegant and playful.’ And then there’s the lace – a Vuitton constant. ‘It’s part of a woman’s life from beginning to end,’ says de Libran. ‘It’s sexy, it’s virginal. We use it in every possible way, printed, flocked, in tweed and as itself, of course.’ In the slightly singular world of fashion, the designer named on the label tends to take all the credit. But while no one could accuse Louis Vuitton’s creative director Marc Jacobs of a feeble ego (see his recent topless Diet Coke promotions), he’s always been generous around his staff.

Louis Vuitton Raised Most Non-Leather Handbag Prices, HSBC Says

Its combining two worlds. Legacy is important to the company, as shown by their prominent display of travel luggage in the very front of the store. When Louis Vuitton first started the company in 1854, the only items he made were square trunks, which differed from the average, round boxes that people traveled with in that time period. In this way, Dobkin said, he revolutionized travel for his time. The elongated shape meant that people could pack more, and would therefore travel more often. The Ramat Aviv store features one of the first travel trunks made by Louis Vuitton, a gift from the Paris Museum. Shown with lights and a plaque, it stands next to the modern travel bags that the store offers for sale. Customers are given the option to have their initials on the travel bags just like the initials brightly painted on the antique trunk.

Louis Vuitton brings bags of class to Tel Aviv

While it is still the worlds number one luxury brand, it has given up luster to rivals like Prada and Gucci. Luster is everything in the allure of the luxury world, so LVMH Moet Hennessy Louis Vuitton (the full name-dropping moniker of the company) is doing what it can to polish up. Its latest move: Its spending $2.56 billion to acquire 80 percent of Loro Piana, an exclusive Italian textile firm and clothier that hails from near Lake Como, a place where George Clooney hangs out. Loro Piana represents the opposite of the fast fashion trend epitomized by the likes of Zara and H&M. As BloombergBusinessweek noted , you could call it slow fashion. It deals in materials like vicuna wool, which comes from a South American llama cousin that yields the fine fibers only every two or three years – hardly the in-today out-tomorrow vision of a Zara shop. Likewise, Loro sells a $6,000 sports coat made from Myanmars lotus flowers.

The euros strength against some currencies may lead LVMH to charge more, Chairman and Chief Executive Officer Bernard Arnault said Jan. 31. Vuittons price increase in Japan, the biggest ever by the brand in the country, was taken to offset the impact of the yens slide on sales, the company said Feb. 20. In addition to protecting margins, the price increases must be seen, in our view, as a means to accelerate LVs repositioning towards more leather, Belge wrote. The decision will probably weigh on the number of items sold, though its the right thing for brand equity longer term. Vuittons 2013 sales may rise 6 percent, excluding currency moves, while volume may decline 2 percent to 3 percent, Belge wrote.

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