Louis Vuitton Brand History

. LOUIE BACKGROUND AND HISTORY
• LV is one of divisions under the control of Louis Vuitton Moet Hennessy (LVMH), French corporation. It was known as handbag luxury brand in the world founded by Louis Vuitton in 1854. Louis started his business life as maker and packer fashion when he was 16 year olds.
• In 1892, Louis’s son, Georges Vuitton took over the business after his father died. He introduced the famous LV monogram canvas to distinguish the brand’s products.
• In 1914, Vuitton introduced the biggest luggage store in the world on the Champs Elysees and it became the favorite of elite and consumers.
• In 1998, In addition to classic designs such as the LV-logo shoulder bag, Vuitton began producing bags like the graffiti bag and the cherry-print bag.
• With technology innovation and corporation of his creative director, Marc Jacobs, LV

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3. GUCCI AND LOUIE VUTTON CORPORATE STRATEGY AND CULTURE
a. GUCCI i. EXPLAIN THE CORPORATE STRATEGY OF THE COMPANY
Gucci established its position as the luxury brand Gucci by focusing on products, price, distribution channels, and promotion to rebuilt its luxury brand and reputation as well. They developed their operation by providing new designs and maintaining high quality to attract consumers. In addition, with good understanding and fashion industry, Gucci group preformed in coordination together in order to remain its profitability and reputation in the luxury industry.
1. CHANGES TO CORPORATE STRATEGY? Create a new value to customer to demonstrate /establish its brand.
Gucci’s start-up period
Product: high quality leather goods made by skilled craftsmen in the Tuscany region. Create new products, including Bamboo bags and canvas bags.
Price : High prices with target customers being the welthy and tourists, fair price in the term of