In a shopping list, it is easy to find a list of favourites that women loves. Diamonds, shoes, flowers, bags...And LV is one of the brands which women would never missed. Well, I am not one of them. But why LV? What I don't really understand is what is so special about this brand that women saved to just buy one Lv bag or even their imitation? I had done some research, trying to find out more about LV. Louis Vuitton was found way back in 1854. It's all started off for its quality trunks (large luggage box with hinged lid), lightweight, airtight and the ability to stack for ease with voyages. In 1888, "L. Vuitton trademark" was introduced in response to the continuing of imitation.
Vuitton family actively supported Nazi Germany (for the financial benefit of the company) during the Vichy regime (the government of France from July 1940 to August 1944). Since then, the look of the leather was utilized in everything from small purses and wallets to larger pieces of luggage. In 1978, it opened the first stores in Tokyo and Osaka. In 1983, in its presence in Asia with the opening of a store in Taipei and Seoul in 1984. Until now, the varies from luxury leather goods to fashion accessories and jewelery. It is still the same as in made by hand, the craftsmanship, the quality and of course worth for squandering.
Apart from the history background, i had found this website:
www.customerthink.com/blog/louis_vuitton_effective_experience stating that LV creates positive emotions and memories to target customers; and, at the same time, it delivers target brand values which I totally agree as well. Louis Vuitton really does an excellent job is branding, advertising and celebrity events to create their luxurious and exclusive image, and the actual experience with store outlook and interior decoration, product and prestige feeling are synchronized with customer expectations and echoed through Louis Vuitton’s brand values.
I would say women feel they were exclusive, classy and rich when they had a one with them. It just made me wonder was it just for self satisfaction to own one; a brand loyalty customer or as what Louis Vuitton’s chief executive Yves Carcelles once said: "the essence of a luxury good is its exclusivity, i.e. not everyone can afford it, only a small group of people can enjoy it, and Louis Vuitton pushes exclusivity to the extreme."
