Louis Vuitton operates as a major brand with more than sixty sub-brands opened under it, including Taug Heuer, Givenchy, Emilio Pucci Parfums, and Marc Jacobs etc. Each brand is considered as the premium brand in its category and is associated with luxury and quality (LMVH, 2012).
The brand has been said to develop its presence as a top luxury brand through the strategy of celebrity endorsement. The first celebrity endorsement of Louis Vuitton occurred through Empress Euigine, Napoleon’s wife who loved the brand and its quality. The Empress became a symbol for Louis Vuitton that was later carried on by other leading celebrities including Audrey Hepburn and Jennifer Lopez. Right now, the brand ambassador for Loius Vuitton is Angelina Jolie who continues to be photographed with Louis Vuitton handbags.
History of Louis Vuitton
Louis Vuitton began as a luggage designer in 1854 in Paris. Realizing the need for a change in the design of the HJ Cave’s rounded top trunks; Louis Vuitton came up with flat-bottom trunks that allowed to better storage and durability. From the beginning, Louis Vuitton developed itself as a symbol of quality and its products were associated with the rich and the elite. In order to prevent others from copying the designs, the designer continuously upgraded his designs and patterns to maintain interest in the brand (Condora, 2008). With time, Louis Vuitton diversified into other travel accessories including handbags, clutches and other small luggage pieces. ...