Golden Era of Louis Vuitton - 2017

My final forecast for Louis Vuitton in 2017 is that they will be moving into their Golden Era. Looking back at backcasting, textiles, color, street fashion, and theme; all of these elements come together to bring a united future of the fashion house, Louis Vuitton. Additionally, as they move into their Golden Era, I believe sales of the company will remain the same. Although Louis Vuitton is an extremely successful company with signature items, the fashion house will slow down their rapid expansion and growth. The company has many store locations that cover Europe, North America, South America, Asia, Africa, and Australia. Louis Vuitton has many major and up and coming areas covered. Continuing to open stores in areas that are not able to sustain sales could decrease their total profits. Furthermore, slowing down the rapid growth of store openings that was seen during Henri Racamier’s time at Louis Vuitton will keep the fashion house as a destination.

 

Louis Vuitton Store in France

 

            Additionally, the theme of the ‘Golden Age’ dates back to the second person in charge of Louis Vuitton, Georges Vuitton. Georges was involved with the company from 1870 to his passing in 1936. With his 60 plus years involvement with the company, he made over 700 designs for the company. This is a position the company is in now with Marc Jacobs as creative director. Jacobs is a creative genius for the brand making changes and hitting milestones.

 

            The Golden Age also refers to the roots of the company, France and travel. In future years, the company will be putting a strong emphasis on the companies beginnings and their French heritage. This trend is apparent based on backcasting, textiles, color, street fashion, and theme of the most recent Ready to Wear collections.

 

Louis Vuitton Original Trunk in Monogram Canvas

 

 

            One major indictor of the move towards their roots is the Fall 2012 Ready to Wear collection. This back to original with a twist collection features timeless pieces from the turn of the century, when Georges Vuitton was in charge. The theme of the show was travel on the orient express and it created a travel luxury that is true to Louis Vuitton’s brand identity. This collection had elements besides clothing that was true to the theme’s time period. In the show in Paris, Marc Jacobs utilized a train that brought the models into the station. A porter would help them down the train stairs on to the platform, and then assist them by carrying their bags down the runway. The silhouettes of the garment, accessories, and hats were a true testament to the time period.

 

Louis Vuitton Fall 2012 Ready to Wear

 

            Additionally, the colors utilized in the fall 2012 ready to wear collection depict the French roots of the brand and how important their heritage is. The colors used can be traced back to the early days of Louis Vuitton and their new Damier and Monogram canvas. These prints feature different hues of brown and gold, similar to the original canvas. Textiles used in Spring 2013 can also be tracked back to the roots of Louis Vuitton. In a large majority of styles, Marc Jacobs created a mod style that again dates back to the history of the company. In another back to original with a twist style, Jacobs used the Damier canvas in mod colors; such as white, lime green, chocolate brown, bright yellow, beige and black.

 

Spring 2013 Ready to Wear

 

Damier Canvas

 

            In 2017, the company will continue with its French manufacturing and headquarters. Whatever may hit the economy of France, it is likely that it will not be able to knock this company down. This company has had its ups and downs over the years, but they were able to overcome and survive 3 wars. During WWII, the company was left with only 3 stores worldwide, all located in France. Additionally, when a war hit France in 1870 and destroyed their manufacturing plant, they were able to overcome and prosper afterwards.

 

            Additionally, in 2017, it is likely the company will still see the likes of Patrick Louis Vuitton, Yves Carcelle, and Marc Jacobs. Throughout the duration of the company, there has always been a Vuitton family member running the company. The only exception of a direct relative of Louis Vuitton Malletier was Henri Racamier. Racamier was the husband of Odile Vuitton, the granddaughter of Vuitton Malleiter. Additionally, it is likely that the key players will not change. In the span of the 158 years of the company, there have been 5 major players in charge of the company. This brand is known for having the key players have a long career in the company. Often times, the leaders in the company did not leave until their death. The founder, Louis Vuitton Malletier, was with the company for 38 years. The son of Vuitton Malletier, Georges, was with the company 66 years. Georges’ son, Gaston - Louis, was with the company for 41 years. Henri Racamier who took over after Gaston – Louis’ death married into the Vuitton family in 1943 and took over the company in 1977. Henri Racamier made major changes and grew the company in his short time there. Racamier joined the company at age 65, so he had a shorter lived career in the company when he retired in 1990. When Patrick Louis Vuitton became President after Racamier retirement, he had already been in the company since 1960 as President. If Patrick Louis Vuitton or Yves Carcelle retired, there is already a 6^th in line of the Louis Vuitton family tree.

 

Louis Vuitton Beginnings

 

 

            Furthermore, Patrick Louis Vuitton has a son named Benoit Louis Vuitton, who is the great-great-grandson of the founder. Benoit is noted as spending the first seven years of his life growing up in the factory in Asnieres. Benoit is currently working for the company as the head of the Louis Vuitton Special Orders Divison. He is currently 34 years old and is the only Vuitton of his generation working in the company, setting the stage for a possible takeover. He has experience in the company interning in London and working in their office in Japan. Additionally, Marc Jacobs joined Louis Vuitton in 1997 and has seen extreme success within the company. It likely that Jacobs will still serve as Artistic Director for Louis Vuitton in 2017, marking his 20^thyear in the company. Jacobs is young enough to stay in the company for five more years.

 

            Louis Vuitton will be moving into their true Golden Era for all of these elements. They will stay true to their roots of French travel luxury. They have exceled a keeping travel a luxury and they will continue to do so. Although they sales will stay the same, Yves Carcelle wants to keep the company at the pace it is now. That is not a bad thing because a name like Louis Vuitton should stay exclusive.

           

Louis Vuitton Textiles for Fall 2012

The more time I spend looking at Louis Vuitton's Fall 2012 collection, the more I love it. What is not to love about the rich hues, beautiful silhouettes, detailed embellishments, and intricate textiles? This week I will be focusing on the textiles that Marc Jacobs utilized. I will show you the photos of the complete look, as well as what inspired them.

 

For my first look, which I found in Louis Vuitton's accessories, was inspired by the fur on animals and fur vests. I call this trend, 'Dog Days.'





 

 

                                           

The Fur trend from Louis Vuitton's Fall 2012 collection seems to have been inspired by animal fur or from the popular fur vest. This textile trend was used for the accessories line. There are two different satchel style bags and they are featured in colors such as; white, gray, red, brown with a marigold hue, brown with peach hue, and navy blue.

In addition for textile trends from Louis Vuitton's Fall 2012 collection, I call this trend, 'Going Marbles.'

 

 

For this trend, you must look at the finer details of the design in order to see it. These designs originally reminded me of a coat of armor because of the cage like design. If you look closely at the patchwork details, you can see that in between the squares there are clear beads placed in the middle. These beads are very intriguing to the eye. They give this dress, shirt, and skirt sculpture and add shape. With the lighting, they also have a beautiful reflection.

 

 

What every design house needs is a person like Marc Jacobs. He is a creative genius because he is able to think outside of the box, as you can tell from his usage of textiles.

 

 





 



 

 

 

 

 

 

On the Street

And at the mall, in your local coffee shop, and in college classrooms everywhere are Combat boots. They are a shoe you must have in your closet this season. I am seeing them everywhere. On my quest the past two weeks to shoot street fashion, I have over 70 photos of people in combat boots.

Although combat boots are not my personal style, they are effortlessly cool. (After seeing this trend everywhere, I had to try them on. They did not look so great on me.) There are many ways to wear this trend. I saw girls wearing combat boots with dresses, skirts, shorts with black hosiery, leggings, denim, black straight leg jeans, and printed pants. On the street, it is easy to tell that the style is "anything goes" and that also applies to combat boots.

Here are some photo's I took while at school, Starbucks, the mall, and just walking around College hill. They are being worn by men and women at any age. I was also inclined to ask someone why they loved combat boots and she told it was because they are extremely comfortable. Shoes that are stylish, easy to wear, and comfortable? That is a no brainer! Ladies and gents, if you don't already own combat boots, buy them now! Unless you are like me, the only person that does not look good in them!

 

 

What is also great about combat boots, is they can fit your personal style. Whether you are girly and feminine, hipster and edgy, American classic, Californian cool, or just like to wear jeans and a plain white tee shirt, combat boots can fit into your wardrobe.

One designer that incorporated some key elements of combat boots into their runway show is Marc Jacobs. In his collection for Louis Vuitton Fall 2012, some of the footwear some distinct design details to them.

Here are some photo's from Louis Vuitton's Fall 2012 collection.

 

As Jacobs was designing for this season, he was likely inspired from street fashion. His interpretation of combat boots might have been these lace up pumps. These shoes have the same fabrication of combat boots - leather. They also have toe caps of the same color leather and are featured in nuetral hues. The most important similarity of these shoes is the style of shoes laces and the tongue of the shoe. 

I dare to try this trend for Fall 2012.

 



French Coffee House Colors

In Louis Vuitton’s Ready to Wear Collection for Fall 2012, the colors resemble a coffee house in France. “French Coffee House” hues are rich and warm, just like you would expect from a French Baguette straight out of the oven.  Attempting to describe these tones makes me smell warm baguettes, chocolate croissants, crepes, macaroons, biscotti, and fruit tarts. Perhaps Marc Jacobs has a sweet tooth?

In the Fall 2012 collection, some of the main colors are beige, camel, pale rose, marigold yellow, dark roast, and grey;  or as I like to call them Light Roast, Sweet Crepes, Macaroon, Croissant, Dark Roast, and Earl Grey.  The accent colors are lavender, burgundy, mocha, and silver; or as I like to call them Lavender from Marseille, Cherry Pie, Brioche, Fine China. These colors are all names for coffees, teas, china, pastries, coffee house scents, or things France is known for.

 

 

Louis Vuitton Fall 2012 Ready to Wear is a collection that you have to look at all of the finer details. Every time I scan through this collection, I manage to find another color or detail. This collection has traditional fall shades, such as beige, chocolate brown, and gray. It also features unexpected tones; such as pale pink, marigold, and lavender. These tones to me are unexpected because I feel that fall is a ‘darker’ season.

Although I love Marc Jacob’s choice of hues, I have to add some new colors that Jacobs could have added to take the collection to take it the next level. The main colors of this collection are very similar. The beiges and browns are all in the same color family, just with a different shade or intensity. I spent a lot of time lining up new colors or shades of colors with hues already featured in the line. I tried to get a feeling of this “French Coffee House”, to see what worked and what did not work. One color that did not compliment this collection in the way it deserved is blue. I attempted different tints and shades of royal blue and navy blue and it just did not work.

Furthermore, the colors that just felt ‘right’ to me were dark burgundy, dim gray, light cream, eggplant, and olive green. I could see a model wearing a dark burgundy coat, or a dim gray dress, or having a porter carry her eggplant bag. I could also see these colors in France at a coffee house. They might be in the dessert case or on the fine china.

 



Coeur à la Crème

 

 

Blueberry Tart

 

Angelfood Cake

 

Kiwi Fruit Tart

Serving Spoon

Along with adding colors to this current collection, I also looked at what colors might be featured in the next collection, Spring 2013. I predict that Marc Jacobs will have some of the main hues used in Fall 2012. I feel that Jacobs will utilize Sweet Crepes, Croissant, and Macaroon. I don’t think they will be the exact shade, I feel that the colors will be tinted to have a lighter feeling. From the accent colors of Fall 2012, I think we will see Lavender from Marseille and Fine China again. I feel that both of these hues will stay the same. Lavender from Marseille is already a warm, spring tone and Fine China has a year round feeling to it.

Looking back to Louis Vuitton Spring 2012, the main color was white. The show also had navy blue, pale yellow, sky blue and peach. Marc Jacobs is one to do an entire 360 degrees in his collection, so I expect more colors then Spring 2012. Some hues I expect to see: Pale Rose, Marigold, Tangerine, Lavender, Teal Blue, and Mint Green.  Pale Rose, Marigold, and Lavender will be continues from Fall 2012. Tangerine, Teal, and Mint Green are bold and totally different from Spring 2012, which I think change is to be expected.

 

(Featured below: Pale Rose, Marigold, Tangerine, Lavender, Teal Blue, and Mint Green)

 



 

 

 

All Aboard the Louis Vuitton Express

Imagine yourself in a train car traveling into Paris to see a loved one. The conductor blows his whistle that is encrusted with black diamonds to alert that the train has arrived. The passengers inside the train are dressed elegant; wearing rich hues, beautiful silhouettes, and embellished hats. They step off the train and are assisted by a porter carrying their rich luggage and hat boxes.

In Louis Vuitton’s current season, Fall 2012, Marc Jacobs takes us in a time capsule back to the 1900’s, pre-World War I. During this time period, women dressed to kill while traveling.  Jacobs included porters walking the models down the runway carrying their luggage or hat boxes.  Jacobs said to Louise Roe in an interview after the show that this was a romantic narrative of ‘leaving a lover or going to see a lover.’

Jacobs also commented on his inspiration on the silhouette of the garments. The apparel was modest and showcased the waist and flared out gently.  Jacobs said this silhouette was similar to the French Revolution. He said while backstage, 'Whatever you try, clothes never really live in the past. They are worn now so they are modern, with a modern take.'

The theme of the show was very fitting for Louis Vuitton. It was a true testament to the rich history of the brand and their travel heritage. Beginning as a luggage company, the show went back to the time period when people purchased trunks for their long journey by train.

Trends shown for Fall 2012 include pinafore dresses, giant jeweled brooches that serve as buttons for coats, A-line silhouettes, ankle length pants, brocade, and beautiful fabrications.

 

 

Louis Vuitton Express and a locomotive from the 1900s.

 

The traveling woman with a porter following carrying her baggage.

 

One of many pinafore dresses with giant jeweled brooches.

On left, outerwear from Louis Vuitton Fall 2012 Collection. On right, a woman wearing a similar printed coat from the 1920's.

 

New York Fashion Week: History Repeats Itself with Louis Vuitton

Question of the Day: Why is Louis Vuitton not featured in New York Fashion Week?

I am digging deep to figure out as to why Louis Vuitton artistic director, Marc Jacobs, is not showcasing in New York City. It seems that many European fashion houses are also not showing in New York, but instead showing in Milan or Paris.

Could this be a trend among European fashion houses? Fashion Week is a very prominent event that takes places in the four major fashion cities (New York, London, Paris, and Milan) twice a year.

One way to figure out why Louis Vuitton is not showing in New York Fashion Week is simply to look back at the history. The saying, "History repeats itself", is very true in the fashion industry. Looking up pictures from past runway collections, I discovered that Louis Vuitton has had shows in Paris and New York. In Paris, Louis Vuitton has shown all of their collections. Whereas in New York, Louis Vuitton has had very few runway collections. The fashion house had runway collections for the following seasons: Cruise/Resort 2011, Pre-Fall 2010, Cruise/Resort 2010, Fall 2009, and Cruise/ Resort 2009.

Currently, New York Fashion Week is showcasing the Spring/Summer line and Louis Vuitton has never shown this season in New York. I guess I will just have to wait until October 3rd to see what Louis Vuitton has in store for their Spring/Summer 2013 Collection in Paris!

Enjoy the rest of Fashion Week!

 

Welcome to my Fashion Forecasting Blog!

Hello Fashionistas!

My name is Jennifer Otoski. I am a Junior studying Fashion Merchandising & Retail Marketing at Johnson & Wales University in Providence. I aspire to be a buyer for a major department store, then eventually own a boutique in Boston. I love fashion. Always have and always will! To prove it, below I have attached a picture of six year old Jen modeling.

I am writing this blog for my Fashion Forecasting class. One of our assignments each week is to write a blog post. I will be analyzing trends and colors, discussing designers, and talking about industry news. I will be posting here at least once a week. I am excited to share with you my thoughts on the industry.

I would also like to share with you my favorite fashion quote. "Fashions fade, style is eternal." — Yves Saint-Laurent. I believe this to be the truth.

 

Thanks for reading!

Jen