Chapter 1. History and Mission Statement

Louis Vuitton, historically supplier of luggage to the wealthy and powerful, is known for combining the quality fabrication with innovative designs to reflect the needs of customers  and the changing modes of world travel. The first Fashion house was founded in 1854 by Louis Vuitton, he made a name for the company by inventing the first canvas flat bottom trunk. The canvas flat bottom trunk was easy to be stacked  also lightweight and airtight.  Many luggage makers imitated Louis Vuitton's style and design. Due to the continued limitation of his look , LV created the Damier Canvas pattern with the logo " marque L. Vuitton déposée" (Louis Vuitton trademark). 

After Louis Vuitton's death in 1892, his son Georges took over the management of the company, this era is know as the golden age.  He spun the family business into a worldwide corporation. In 1896 he participated at World's Fair in Chicago, introducing the brand to the American audience. The same year George created the  Louis Vuitton logo and the classic Monogram Canvas design. The graphic logo was   inspired by the trend of the Asian/Oriental designs in late Victorian period.

The Louis Vuitton Building opened in Champs Elysee in 1914. It was the largest travel-goods store at that time. Several store locations opened in New York, Buones Aries, Washington, London and Alexandria. In late 70's Louis Vuitton expanded into the Asian market, opening the first store in Japan followed by Osaka and Tokyo. Japanese sales came to account for nearly half of the company's revenue, which led the company to create Louis Vuitton Japan. It's expansion continued with opening stores in Seoul, South Korea and the first store in Beijing ,China. LV also expanded their involvement into the world's largest sport events such as "Luis Vuitton Cup" and "Louis Vuitton Classics."

 

In 1987,  Louis Vuitton merged with Möet-Hennessy, leading manufacters of champagne and cognac, to form the  world's largest luxury goods conglomerate LVMH . This $ 4 billion merger allowed Louis Vuitton to expand its investments in the luxury business, while saving Möet-Hennessy from the threat of takeover. 

LVMH comprises around  60 luxury goods brands. Its wine and spirit division includes brands like  Dom Pérignon, Moët & Chandon, Veuve Clicquot, Hennessy, Krug and Glenmoragie Whiskey, while the perfumes and cosmetics divison distributes brands such as Christian Dior, Guerlain, Bliss, Fresh, and Benefit. Fashion and leather goods includes Louis Vuitton, Donna Karan, Givenchy, Kenzo, Marc Jacobs, Fendi , Ce'line. Watches and jewelry: TAG Heuer, Zenith, Ebel, Chaumet, and Bulgari. LVMH also owns selective retailers including Sephora cosmetics stores, Le Bon Marché   Paris department stores, and 61% of DFS LTD Group (duty-free stores).

The mission of LVMH group is to represent around the world the most refined qualities of Western `Art de Vivre.' LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy. In view of this mission, five priorities reflect the fundamental values shared by all Group shareholders. LVMH values: Be creative and innovate; Aim for product excellence; Bolster the image of our brands with passionate determination; Act as entrepreneurs; Strive to be the best in all we do.

Sources -  louisvuitton.com, lvmh.com, wikipedia.com, fundingverse.com.