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Louis Vuitton - Final visual essay Complete with bibliography 

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Louis Vuitton - Final visual essay Complete with footnote and bibliogrpahy 

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Secondary Research - Louis Vuitton Catwalk 

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Secondary Research - Louis Vuitton Catwalk 

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This book explains in detail about the journey of Louis Vuittons catwalks since Marc Jacobs joined the company and they had their first ready to wear in 1998. The book is really informative and helpful for the timeline. My favourite catwalk has to be the SS 2021 Ready To Wear Marc Jacobs.

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Secondary Research - Business Of Fashion 

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Secondary Research - Business Of Fashion 

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Whilst researching how Louis Vuitton could use technology in the future I found this article on how Selfridges is bringing virtual fashion into their stores with their new pop up with Charlie Cohen a London streetwear designer. It was interesting to see how technology is being used in store and not just online. Something which Louis Vuitton could try in the near future.

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This was an interesting article on Drapers that spoke the affect the stores colours had on Louis Vuittons sales revenue.

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I visited the global data to find some facts for example Louis Vuittons revenue. However, due to the fact Louis Vuitton is a private limited company their wasn't any informative data on GlobalData.

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This is research on another timeline of Louis Vuitton

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“Louis Vuitton”, The iconic luxury brand in the history of fashion. Whether you love Fashion or not, you know what this brand means. The…

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Secondary Research - History of Louis Vuitton

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Secondary Research - History of Louis Vuitton

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To see the progression of Louis Vuitton I read an article which explained the key moments for Louis Vuitton

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From its iconic monogrammed It bags to its opinion-splitting ready-to-wear collections, for decades Louis Vuitton has reigned supreme as one of the world's most sought after fashion brands. Inspiring legions of devoted fans, commanding investment-level prices at auction and gaining a veritable horde of celebrity ambassadors, this is how Louis Vuitton reached stratospheric heights.

1837

A 16-year-old Louis Vuitton arrives in Paris to become an apprentice to trunk maker Monsieur Maréchal. A valued trade in a time of horse-drawn carriages and early-era train travel, Vuitton quickly became a master of his trade, learning to design and craft custom boxes and trunks and becoming a key part of the Monsieur Maréchal team for the next 17 years.

1854

Now an expert in his field, Vuitton opens his first workshop at 4 Rue Neuve-des-Capucines near the Place Vendome

1858

Louis Vuitton introduces his new flat-top Trianon canvas trunk. Lightweight and airtight, unlike its round-top contemporaries, the Trianon trunks could be stacked for long voyages and soon found many imitators.

1859

Early success sees Vuitton expand with a new site in Asnières, a suburb a few miles outside of Paris, for its 20 employees. Providing both a home for his family and a new headquarters for the business, the site remains a symbol of the brand's heritage and success to this day, with 170 craftsmen currently working on site to create special orders for important clients.

1930

The Keepall and Speedy bags make their debut becoming instant and enduring hits. Marking the brand's expansion from travel into bags for personal use, they are followed in 1932 by the Noé (a bag originally design to carry champagne vintners). All three remain some of the brand's most popular styles to this day.

1936

Georges Vuitton dies and is succeeded by his son Gaston-Louis Vuitton.

1997

American designer Marc Jacobs is appointed as artistic director and immediately sets about creating the brand's first ready-to-wear fashion line for men and women, which was presented in March 1998.

2001

Marc Jacobs enlists artist Stephen Sprouse to create a line of limited edition bags customised with Sprouse's signature graffiti, with select pieces available only to Vuitton's VIP clients. This year also saw Jacobs create the band's first piece of jewellery - a charm bracelet - and begin a campaign to enlist some of the world's biggest stars, including Angelina Jolie, Sean Connery, Scarlett Johnson and Jennifer Lopez, as ambassadors.

2002

Building on the success of its Sprouse collaboration, Takashi Murakami is called on to create a new line of Monogram Multicolore bags and accessories. The range reimagines the classic LV monogram in 33 different colours on black and white backgrounds and draws a new, younger clientele into the Louis Vuitton world.

2007

The latest in Louis Vuitton's long line of It bags - the Neverfull - is introduced. So named for its ability to carry up to 200lbs, this simple tote has endured as one of the brand's signature designs.

2011

Kim Jones is appointed as lead designer of the brand's men's ready-to-wear, reporting in to Marc Jacobs.

2013

Nicholas Ghesquière is hired to replace Marc Jacobs as artistic director of women's collections, showing his first collection during Paris Fashion Week in March 2014. Joining from the more experimental Balenciaga, Ghesquière sets about modernising and pushing the boundaries of the established Louis Vuitton aesthetic. Darren Spaziani is also appointed to lead the expansion of the brand's accessory collections.

2018

Virgil Abloh is confirmed as artistic director of menswear, replacing Kim Jones and becoming the label's first African-American artistic director. Enlisted to instil some of the streetwear spirit of his own brand, Off-White, his first collection is shown at the Palais-Royal during Paris Men's Fashion Week.

2019

Louis Vuitton is named by as the world's most valuable luxury brand, worth $39.3 billion. It is estimated to turn profits north of 30%.

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House history: The Louis Vuitton timeline

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From its iconic monogrammed It bags to its opinion-splitting ready-to-wear collections, for decades Louis Vuitton has reigned supreme as one of the world's most sought after fashion brands. Inspiring legions of devoted fans, commanding investment-level prices at auction and gaining a veritable horde of celebrity ambassadors, this is how Louis Vuitton reached stratospheric heights.

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Trip to Louis Vuitton in harrods to explore how they use technology inside a department store 

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Primary Research - Trip to Louis Vuitton at Harrods

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Primary Research - Trip to Louis Vuitton at Harrods

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Secondary Research - Louis Vuitton History

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Secondary Research - Louis Vuitton History

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To try and understand more about the journey of Louis Vuitton I read the article on their website that talks about the history of the brand

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Secondary Research - The future of Louis Vuitton

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Secondary Research - The future of Louis Vuitton

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To try and get an idea of where Louis Vuitton is heading I had a look to see bags are being released soon to see if they will be as iconic as past ones or if they are being more innovative.

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Images have surfaced online showing what is expected to be one of the key releases from a follow-up collection between NIGO and .

Part of the NIGO 2 collection, this accessory arrives in the shape of a duck. Louis Vuitton is no stranger to crafting detailed three-dimensional bags - as seen in its football and basketball interpretations - and this mallard bag picks up where the wooden duck from the first collection left off.

There's not much info on it yet, but from the pictures, we can see the full duck shape with brass hardware detailing the duck's eyes and wings. This monogram bag is expected to retail for around $4,500 USD. Check back close to November for official details.

In other fashion news, Nike shares pricing and a closer look at the Drake NOCTA x Nike Golf collection.

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Images Appear of a NIGO x Louis Vuitton Monogram Duck Bag

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Images have surfaced online showing what is expected to be one of the key releases from a follow-up collection between NIGO and . Part of the NIGO 2 collection, this accessory arrives in the shape of a duck.

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Secondary Research - Video on Louis Vuitton 

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Secondary Research - Video on Louis Vuitton 

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Video on the history of Louis Vuitton:
The video is a short video that summarise the history of Louis Vuitton and key historical moments for the brand

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🧳HISTORY OF LOUIS VUITTON IN 4 MINUTES 🧳

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In order to understand more about how Louis Vuitton could use technology in the future we did research on multichannel and omni channel retailing.

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To start off I created a mind map of some key information about Louis Vuitton to include in my essay.

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Primary Research - Louis Vuitton Flagship Visit 

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Primary Research - Louis Vuitton Flagship Visit 

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In order to understand how Louis Vuitton is currently using technology in store I visited their Flagship Store on New Bond Street.

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In order to do further research into department stores and what my brand is like in two different department stores I visited Harrods and Harvey Nichols. 

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Primary Research - Harrods Vs Harvey Nichols 

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Primary Research - Harrods Vs Harvey Nichols 

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Secondary Research - Adidas / Nike Visit Article 2

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Secondary Research - Adidas / Nike Visit Article 2

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https://www.voguebusiness.com/sustainability/sneaker-drops-keep-coming-are-they-sustainable

Before visiting the Nike store I chose two out of 4 articles. The reason I chose this article is to understand more about Nike and how they are becoming more sustainable. Allowing me to look out for things when visiting the store.

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Sneaker drops keep coming. Are they sustainable?

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Consumer pressure is growing for a more sustainable sneaker industry. Here’s how brands can speed up their response.

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Secondary Research - Adidas / Nike Visit Article 1

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Secondary Research - Adidas / Nike Visit Article 1

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https://www.forbes.com/sites/callyrussell/2019/08/22/adidas-or-nike-which-retail-giant-is-winning-the-sneakers-war/?sh=2d6cb5e712b7

I chose to read this article prior to the visit to the Nike and Adidas stores so i could get a greater understanding of both brands positions in the market and their strengths and weaknesses.

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Trainers are big business, the global athletic shoe market was worth $58 billion in 2018 and is predicted to rise to $88 billion by 2024. With such a market size it's a lucrative market for sports brands and is keenly contested for market share. *

Despite a number of new entrants into space in recent years, APL to name but one, the market is still dominated by a small number of heavyweights. Nike and Adidas have been slugging it out to be the world champion in sport's shoes for a very long time and for anyone who has read Phil Knights fantastic book, Shoe Dog, you'll see the competition between the brands is a driver for both of their successes.

But who is currently winning this never-ending battle? Who is the top dog in the trainer market?
Revenues
Let's start by looking at revenues for the two brands. Nike is the larger business overall and the market leader in the global sports footwear industry with revenues from their footwear of over $ 24.2 billion in 2018, compared to Adidas footwear revenue of $15 billion. These figures include not only Nike and Adidas branded footwear but also Converse (owned by Nike) and Reebok (owned by Adidas).

In terms of revenue growth, Adidas footwear has added $5.8 billion since 2015 growing at an average rate of 17.6% whereas Nike footwear has only added $4.3 billion at an average rate of 6.8%.
Share Price
Clearly, a defining factor when considering who is winning in this market is the capitalization. Nike's market capitalization as of July 2019 stood at $140 billion - more than double that of Adidas's $65 billion - illustrating the scale of both businesses.

Adidas has been demonstrating a stronger share price performance in 2019 as Adidas shares are outperforming the market whereas Nikes' have been growing in line with industry performance.
Cool Factor
Again Adidas appears to be winning on this metric - having adopted a marketing approach which focuses more on streetwear sneakers through 'cooler' collaborations with music and celebrity influencers such as Kanye West and Beyonce as compared to Nike's more sports-focused approach. Clearly, with the athleisure trend moving sportswear from the gym to the office Adidas is betting that they can take even more of the market with this approach.

One man who knows about the Adidas/Nike rivalry more than most and has made a fortune collaborating with both is rapper Kanye West, named recently in Forbes' 2019 list of the 100 highest-paid celebrities, in third place.

Kanye's celebrity status is undisputed - one of the most popular (and successful) rappers of his generation, he is also one-half of one of the most recognizable couples in the world through his marriage to Kim Kardashian. Only three years ago Kanye tweeted that he was $53 million in debt yet now the singer is reportedly enjoying an annual pre-tax income of at least $150 million. This turn around in his fortune is largely through his building of a $1 billion fashion empire through his sneaker brand Yeezy.

Originally partnering with Nike to sell his Yeezy trainers-releasing three styles over a five-year partnership, Kanye made a shock announcement in 2014 that he was doing the unimaginable and moving to Nikes' rivals Adidas

The first Adidas Yeezys were launched in February 2015 and the partnership has gone on to become one of the most successful partnerships of all time.

Yeezy sales are predicted to top $1.5 billion by the end of this year and their growth in popularity shows no sign of slowing.

Whereas Nikes' main collaboration is with a very different genre of celebrity; veteran basketball player Michael Jordan whose Air Jordan line of trainers for Nike currently holds the top spot for celebrity sneaker brands, generating approx $3 billion in sales each year. The first Air Jordans were launched in 1985 therefore whilst they remain popular they are now an established sneaker name and can no longer be described as having the cool factor.

Nike clearly recognizes this and in 2018 moved to tackle this conception through their sponsorship of Paris Saint Germain Football Club. This saw the football club be the first to wear Jordan merchandise and focused the advertising around their global superstars Neymar and Kylian Mbappe!

For Nike and Adidas the battle for footwear supremacy is continually ongoing and one that is the foundation of success for both businesses, especially with both pushing to grow their direct to consumer relationships. Nike might be the bigger company but through sponsorship and an improving 'cool' factor, Adidas is clearly closing the gap.

... Read More

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Adidas or Nike? Which Retail Giant is Winning The Sneakers War?

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Trainers are big business, the global athletic shoe market was worth $58 billion in 2018 and is predicted to rise to $88 billion by 2024. With such a market size it's a lucrative market for sports brands and is keenly contested for market share.

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Primary Research - Trip to Adidas and Nike 

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Primary Research - Trip to Adidas and Nike 

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To look at how brands are using technology and sustainability and what Louis Vuitton could do to improve their approach to 21st century technology and sustainability I visited nike and Adidas and compared both stores uses of tech and approaches to sustainability.

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This article was about the top 10 fashion shows Louis Vuitton has done so far. It showed me how Louis Vuitton model their collection different to competitors and helped me to look at the difference between past and present Louis Vuitton fashion shows.

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Behind-the-Scenes with Virgil Abloh for #LVMenFW21 – Part 1 | LOUIS VUITTON https://www.youtube.com/watch?v=tCIylYtd8DA

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Secondary Research -  Louis Vuitton behind the scenes 

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Secondary Research -  Louis Vuitton behind the scenes 

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To grasp an understanding of what is it really like behind the scenes of a Louis Vuitton collection I watch a part 1 and part 2 of behind the scenes of Virgil Abloh's FW21.

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Behind-the-Scenes with Virgil Abloh for #LVMenFW21 – Part 1 | LOUIS VUITTON

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To gather all the necessary research needed to complete my timeline I formed a timeline which included all the information and photos needed to create the timeline.