Wednesday, November 14, 2012

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 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.

           

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