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 6th 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 20thyear 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.
