Chapter 11. Developing and Managing Products

LV has always been known as an innovator. The ambition of the original family to spread their products and quality around the world has been the key of success of what we know today as Louis Vuitton. Only George Vuitton, after his death in 1936 left more than 750 designs of handbags and luggage. He was also the one who changed the pattern of Louis Vuitton, inspired by the Japanese motifs. The innovation of the company has been outstanding. Along with the luggage and the handbags Louis Vuitton has expanded its line of products with the art of traveling and art of packing. Books, city guides  and even catalogs always sell out. In 1997, the company hired Marc Jacobs Vuitton as its Artistic Director. Marc Jacobs introduced the first pret a porter line for Louis Vuitton. The clothing line was incredibly successful, and there were no doubts it could have been otherwise. Marc Jacobs is a true artist, and the association of Louis Vuitton with the art world transpires in all of its products. This is what gives Louis Vuitton an absolute advantage. Either you buy a handbag, a luggage, a pair of shoes or even sunglasses, they will make you feel special because there is a story   behind each product. There is a journey, and there is art in this journey. Is the art that makes the luxury.

 With the arrival of Marc Jacobs, the men’s and women’s ready-to-wear line had been expanded with the introduction of shoes, watches and jewelry.
Louis Vuitton uses their windows in their flagship locations as creative ways to promote their new products. An example of the creative way is the picture above, when  Louis Vuitton collaborated with the Japanese artist  Yayoi Kusama. Marc Jacobs said: "It is a wonderful idea the collaboration with art, it changes the environment. For many people who don't look at art or go to galleries, there will be a new venue, a new place to come and appreciate it through the eyes of Vuitton." From a marketer prospective, this is the best way to maintain the relationship with existing customers by offering not only new products, but pieces of art work. It also implies that the world of Louis Vuitton is endless.