Image courtesy: Reuters
For the seventh year in a row, Louis Vuitton has been crowned the most valuable luxury brand in the world, beating Hermes to the top spot. And the brand's intertwined LV and flower monograms have become instantly recognisable.
And that, according to a Reuters report, could create an image issue for the $25 billion company. One luxury brand analyst says Louis Vuitton is working hard to maintain its image as a super-luxe brand. Part of the reason is its relatively accessible monogram bags, which might be seen as becoming too common. The vast number of knock-offs available aren't helping matters either.
That's why Louis Vuitton is adapting the exclusivity model followed by rival French brand, Hermes.
So high-value customers are given access to the special collections, consisting of extremely lavish goat-lined fur coats and even $10,000 alligator handbags. In fact, customers are given a choice of 26 patterns and eight types of animal skin colors for any bags or other leather goods they want. Then, a Parisan artisan will hand make the product in four to six weeks, virtually guaranteeing its exclusivity.
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