Louis Vuitton Documentary Fashion Film The Iconic Luxury Brand
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00:00 Greetings everyone, welcome to the Rich Rabbit. Luxury is in fashion and is now to be found
00:05 within almost every retail, manufacturing and service sector. The most famous initials
00:10 in the world, LV, that stands for Louis Vuitton. For this legendary brand, everything started
00:16 in the middle of the 19th century and since then, its fame is still rising. Its history
00:21 has been written by some great designers. Are you ready to discover everything about
00:25 Louis Vuitton's history? Relax and take a seat. The Rich Rabbit is here to tell you
00:30 everything about it. Let's talk about some history.
00:33 Louis Vuitton was a distinguished French fashion designer and businessman. Initially a box
00:38 maker and packer, Louis Vuitton later founded the iconic brand. Vuitton left his home at
00:43 the age of 13 and walked 292 miles to reach Paris, where he took an apprentice in the
00:48 workshop of a box maker, Mansour Marchandal. Within a few years, he gained a reputation
00:54 among Paris' elite and fashionable class. His fortunes rose when he was appointed as
01:00 the trunk maker to Empress Eugène de Montiel. This position opened an avenue to a new class
01:06 of royal and non-parole clientele. It was there that he and his craftsmen created what
01:12 is still regarded as one of the most iconic travel accessories of all time, the waterproof
01:17 flat-top luggage trunk. At the time, flat trunk luggage was popular, but often attracted
01:23 thieves. Vuitton is also credited for evolutionizing the luggage lock, putting a single lock system
01:29 on his luggage, which is still in use today.
01:32 The famous LV monogram In 1896, the iconic LV monogram was introduced,
01:38 nearly 50 years before Gucci's emblem was designed. By the mid-20th century, Louis Vuitton
01:43 luggage became a staple item for jet-setters, and the brand expanded into daywear, which
01:48 saw the introduction of the iconic LV purse. By the 1990s, the brand was so successful
01:54 that now-legendary designer Dapper Dan was able to make a fortune selling knockoffs to
01:59 rappers. Even wearing faux Louis Vuitton was a symbol of status.
02:04 Crafted with much precision and passion, the brand is very touchy about its designers.
02:08 So much so, it has trademarked the "stripe" term, even making the color combinations its
02:13 signature. Nonetheless, the brand's increasing popularity only heightened counterfeits. That's
02:18 when Louis Vuitton's son came up with an idea of the famous Louis Vuitton monogram, three
02:23 floral motifs, and the founder's initials. Interlaced, the LV signature we are quite
02:29 acquired with.
02:30 Road to success Over the years, Louis Vuitton introduced some
02:33 of the most famous bags in the world, such as the Speedy Bag and the Neverfull Tote.
02:38 In 1997, the brand started to design women's clothing and three years later expanded to
02:44 men's clothing as well. Today, it's a billion-dollar company, selling not just bags, but also clothes,
02:51 shoes, watches, jewelry, accessories, and perfume. And their success keeps building
02:56 and building. Vuitton quoted that "Louis Vuitton, the world's biggest luxury brand in terms
03:01 of sales, is planning to dampen its expansion worldwide and focus on high-end products to
03:07 preserve its exclusive image. A special line in the company policy is personalization and
03:13 the design of custom goods, which allows even the most demanding clients to get exactly
03:18 what they want, handmade bags or not."
03:21 Interestingly, if you expect that handmade means made by hand only, you'd be wrong. In
03:27 2010, the Advertising Standards Authority, the ASA, ruled that Louis Vuitton's handmade
03:32 ad campaign was misleading because they actually use sewing machines too. However, this little
03:38 incident didn't ruin the reputation of LV as a company devoted to quality. LV argued
03:44 that the use of hand sewing machines was part of what would be expected to amount to handmade
03:49 in the 21st century.
03:51 Designed and Promoted by the Best Talent
03:53 One of the best secrets of LV's success is that its products are designed and promoted
03:57 by the best talent. Over the years, top names in the fashion industry such as Helmut Lang
04:02 Azzedine Alea, Sabilla, Manolo Blahnik, Vivienne Westwood, Isaac Mizrahi, Steven Sprouse, and
04:10 Romeo Gilles were involved with LV. Even a beginning marketer knows that you might have
04:15 the perfect product but go nowhere without adequate promotion. So how do you promote
04:21 glamorous luxury goods? With glamorous models and celebrities, of course.
04:26 Quality is key
04:27 From day one, quality has been at the core of every single Louis Vuitton product, and
04:32 this strategy pays off. Louis Vuitton doesn't do marketing. They just create products that
04:36 are exceptional in their design and craftsmanship. Every bag made by Louis Vuitton is individually
04:41 handmade with the utmost care, and even though the company now operates on a very large scale,
04:46 they still know how to maintain that small-company feeling.
04:50 Eyeing that LV bag and waiting for it to go on sale? Don't bother. Louis Vuitton never
04:55 does a sale or gives discounts on their items. This brand is exclusive.
05:00 Scarcity is another secret to the success of the brand. Louis Vuitton has always tried
05:04 to counter mass production with short-term, limited-edition series. This means that not
05:10 everyone will own the same bag and means that those who do get their hands on a limited-edition
05:14 bag get fantastic exclusivity. When products come out in small numbers, a buzz is created
05:20 instantly, and people crave the latest style of bag. Because of this scarcity, waiting
05:26 lists become longer and longer, and the products even more desirable.
05:30 Technological Advancements Louis Vuitton keeps on inventing itself and
05:34 is successful because it adapts to the needs of its customers. Louis Vuitton knows how
05:38 to innovate and stay true to their classic traditions at the same time.
05:42 Through numerous collaborations, the brand has worked with artists and designers such
05:46 as Jeff Koons, Takashi Murakami, and Pharrell Williams, who have all created their own limited-edition
05:53 lines. These series help the brand connect to new and younger audiences.
05:59 Louis Vuitton and Marc Jacobs The partnership between Louis Vuitton and
06:02 Marc Jacobs was celebrated in 2012 for its 15th anniversary with an exposition at Musée
06:09 des Arts Decoratifs in Paris, which compared the lives of the American designer and the
06:15 founder of the brand. These celebrations seemed like a farewell. After a year of speculations,
06:21 Marc Jacobs left Louis Vuitton in 2013, staging a total black catwalk show and collection.
06:27 Let's talk about some legacy. In 1857, the company participated in the
06:32 Universal Expedition in Paris. To protect against the duplication of his look, Vuitton
06:37 changed the trianon design to a beige and brown striped design in 1876. By 1885, the
06:43 company opened its first store in London on Oxford Street. Soon thereafter, due to the
06:48 continuing imitation of his look, in 1888 Vuitton created the Demeure canvas pattern,
06:54 which bore a logo that read "Marquis L. Vuitton Des Posés," which translates into "L. Vuitton
07:00 Registered Trademark." In 1892, Louis Vuitton died, and the company's management passed
07:04 to his son. Most Valuable Brand
07:07 The Louis Vuitton brand and the LV monogram are amongst the world's most valuable brands.
07:12 According to the Millward-Brown 2010 study, Louis Vuitton is the world's 29th most valuable
07:17 brand, right after Gillette and before Wells Fargo. The brand itself is estimated to be
07:22 worth over $27.3 billion. For six consecutive years, Louis Vuitton was number one of the
07:29 ten most powerful brands list. It was more than double the value of the second-ranking
07:34 brand. Unlike most fashion houses that design bag
07:37 collections according to trends and seasons, LV bags are consistently fashionable and timeless.
07:43 You can use your Louis Vuitton bag for years and still look modern.
07:47 Did you know? We have all been praised for Louis Vuitton.
07:51 But did you know that the world's most valuable brand has to its credit not only uphill treads,
07:56 but also a few slip-offs? One of them being the "Chewy Vuitton" case, for which Louis
08:01 Vuitton sued the dog toy owner, "Hate Dignity Dog," for trademark infringement. Naturally,
08:06 the case ruled not in favor of Louis Vuitton, as a brand's patented signature could no way
08:11 be infringed by a satirical marketing gimmick. And more so, one that involves a pet chew
08:17 toy and bed. As compared to its most luxurious, Louis Vuitton's
08:21 largest luxurious boutique stands tall at 101 Avenue, Deschamps-Élysées, Paris. Spread
08:28 over 1,800 square meters, the brand initially had a store at the same venue, but shut it
08:32 down for renovation around two years, revamping and reopening doors to Louis Vuitton's impartial
08:37 collection for both men and women. Did you know that Louis Vuitton gives away
08:41 bags to the press before its collection hits the runway? Well, the SSO5 Lizard's pieces
08:46 Pochette, FW07 Squinchy Bag, and the SSO7 TDF Cabas, with the Speedy Incrust, among
08:55 others, were the giveaways that found ownership with the press. If not the runways, it's Christmas
09:00 that the press looked forward to, here not out of reverence for the occasion, rather
09:05 towards LV's Christmas goodies. Another of the most popular bags Louis Vuitton
09:09 has produced, the Alma has been one of the most sought after. Dazzling its clientele
09:15 with its chic, stylish, and sophisticated look and feel, the Alma found its way to the
09:20 wardrobes of many celebs, so much that it was the only bag Chanel ever carried other
09:26 than one of her own creations. The House of Vuitton as a brand is more than
09:30 160 years old. It was founded in 1854 in Rue Nouveau-des-Capuchins. Louis Vuitton is cheaper
09:39 in its home of France than in China. No wonder so many Chinese tourists return from their
09:44 French getaway with new LV bags. How many of you would like to own a Louis
09:49 Vuitton bag? What is your favorite Leap brand? Let us know in the comment section below.
09:55 Still here? Here is a fun fact for all of you. Each bag
09:58 of LV goes through several durability tests before it makes its way to stores worldwide.
10:03 Each bag is filled with 3.5kg of weights and dropped from half a meter for four days. The
10:09 material also goes through ultraviolet treatment to prevent fading.
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