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International Marketing (Lv) Essay

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International Marketing
Professor David R Borker

Louis Vuitton in Japan: The Magic Touch

Louis Vuitton is a classic French brand of luxury handbags, accessories and luggage’s that was created by a designer named Louis Vuitton.   Born in France on Aug 4th, 1821, Louis Vuitton moved to Paris at the age of 16 years old to look for work. Luckily, he got a job as an apprentice for a famous trunk maker and master packer, Monsieur Marechal. By the age of 30 years old he became a dress packer for the wife of Napoleon III, Empress Eugenie, and just a few years later in 1854, he began making his own trunks and opened his first luggage store named Louis Vuitton. The success of his luggage store has leaded him to become the primary luggage maker for aristocracy. However, Louis Vuitton wanted to branch out the brand, so in 1892, he began selling handbags. Unfortunately, Louis Vuitton died the same year and his son Georges Vuitton took over the company.
When Georges Vuitton took over he immediately began expanding the company overseas, turning it into an international recognized brand. Georges is credited for masterminding over 700 LV designs and designing the famous “Monogram Canvas” pattern that was inspired by Japanese floral print.   He wanted to make sure competitors could not copy Louis Vuitton handbags, so he made new intricate patterns as a way to thwart its opponents. Sadly, in the 1930’s Georges Vuitton died and his son Gaston Vuitton took over for him. Once Gaston took over, he quickly became threaten by the amount of fakes being made overseas, especially in the Asia region. He knew the only way to combat the productions of these counterfeits were to open a sales office, so in 1968, Asia’s first Louis Vuitton store was opened in Tokyo Japan. With 1,400 people waiting in line for the grand opening of the store, they totaled a day sales of $1.04 million, setting the company’s sales record for a single day. The 10 year success of strong business in the Japanese...

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