It’s no secret that Louis Vuitton is the largest and most profitable brand in the luxury industry. While his owner, LVMH, doesn’t disclose individual brand sales, analysts believe Louis Vuitton’s revenue last year surpassed his €20 billion, with an operating profit margin of 50%. I’m assuming it’s exceeded.
In 2018, it took just four years for the brand to become a €10 billion annual luxury brand.
The rapid expansion has been partially driven by a surge in demand for luxury goods since the pandemic, with timeless products from blue chip brands attracting the most customers.
Vuitton’s growth is also the result of investment. The brand has continued to steal market share from its competitors by spending heavily on stores and marketing, not only during the boom times of the industry, but also during times of uncertainty. During the 2020 and 2021 coronavirus lockdowns, the brand continues to refurbish and expand its stores, preparing new stores in Tokyo and Miami for a strong comeback in 2022, and many other companies hosting the event. During that time, we launched a large-scale advertising campaign. Their firepower for better times.
Since the devastating death of menswear creative director Virgil Abloh at the age of 41 in November 2021, Vuitton has continued to honor the late designer’s vision with a big-budget tribute show. I came.
Abloh’s successor has yet to be announced, but even three seasons after his death, the brand shows no signs of backing down.
Thursday’s show in Paris — the last show before current CEO Michael Burke and Executive Vice President Delphine Arnault hand over leadership of the brand to Dior’s Pietro Beccari — Spanish pop superstar Rosalia We sang and danced throughout the presentation. Models roamed around elaborate sets that included a customized El Camino (remade into a giant speaker) and what appeared to be an adolescent bedroom in a demolished retro house. swaggered.
Signed by Louis Vuitton’s menswear studio, the collection was conceived with the help of guest creative director Colm Dillane (best known for his line Kid Super), and is the first of its kind to date. It sent a fashion message that was more fuzzy than the season. Elegant tailoring with boots and accessories inspired by utility and jeans enhanced by his level of couture detail. Casual pieces like his jackets are in line with Abloh’s vision of menswear. bottom. With bright colors, swirly patchwork motifs, and chunky comic book font slogans, Dillane’s Technicolor signature added dashes that welcomed novelty, but still retained Abloh’s more austere, architectural approach. There were times when I collided with the work that evoked it.
Despite the transitional nature of the collection, the show drew energy and attention to Louis Vuitton’s menswear offering. High-profile guests, including actor Lucien Laviscount, gathered to ensure the event gained online attention.
Vuitton is estimated to have spent over €1 billion on marketing and promotions last year. That figure could go up as the brand expands on an unprecedented scale and a new CEO hired from Dior prepares to leave his mark on the company. It comes on the heels of weeks of high-profile promotional activity for Vuitton’s blockbuster collaboration with , but it’s only January.
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