The origins of Louis Vuitton

Figure 5: Timeline of Louis Vuitton

Nowadays, Louis Vuitton is a very well-known brand for creating exceptional and legendary evolution involving things such as leather goods, the iconic trunk and so much more crafted in his classic monogram canvas. However, building this empire we all know today was not an easy process from a working-class background, so where did it all begin?

A sixteen-year-old Louis Vuitton became an apprentice for Monsieur Maréchal, a position that entailed a great deal of responsibility. After a short period of time, he earned a glowing reputation and a glowing passion for his skills (O'Keeffe, 2021). In 1853, his skills led him to receive work from Emperor Napoleon III's wife because of his abilities. Having worked for Monsieur Marechal for 17 years, he opened his first workshop at 4 Rue Neuve-des-Capucines (LouisVuitton.com). As luggage was being built there in 1859, the brand's iconic and original flat-top, the waterproof grey trunk was created (Pardes, 2016). In spite of the fact that travel had become more efficient in the nineteenth century, there were still issues to deal with, including theft. Vuitton, along with his son, Georges, developed a thief-proof lock in 1889, which is still commonly found on their products today. Their trunks changed into reliable and safe luggage for people to own, and the lock was “unpickable” (O’Keeffe, 2021).

Figure 6: Traditional brand board

The Louis Vuitton legacy was passed onto Georges Vuitton in 1892. Continuing the legacy of his father, the company introduced its first monogram canvas on its well-known "LV" to honour his life and work (Pardes, 2016). Under the direction of Georges, the success grew, rising to fame. In 1925, a dome-shaped bag was specifically made for Chanel. She only allowed the bag to be mass-produced and made available to the public in 1934, with an extraordinary response, so much so that they are still being made and adapted in different materials and sizes (Koyaana, 2020). In 1936, Georges, unfortunately, passes away and his son Gaston-Louis Vuitton steps in to continue the family legacy. In the 50 years that passed, Gaston followed in his father's and grandfather's footsteps by introducing leather to its products and reshaping its signature monogram canvas once again (Koyaana, 2020).

As a result of Gaston's son-in-law Henry Racamier taking over in the 1970s, the brand was expanded around the globe by opening retail stores. As Louis Vuitton is the most iconic company for luxury goods, the brand began to involve itself with the leading manufacturers of champagne and cognac, Moet et Chandon and Hennessy, leading to the creation of LMVH in 1987. In the world's luxury goods industry, the conglomeration became the biggest group. Additionally, the fashion house acquired other luxury brands and welcomed creative directors for women's wear such as Marc Jacobs between 1997 and 2013 (O'Keeffe, 2014).