INTRODUCTION

The brand Louis Vuitton has been founded in 1854 by Louis Vuitton Malletier, a founder in Paris, French. A century and a half later, the company is now one of the world’s most famous fashion brands and is part of the LVMH group. It is the star brand of the LVMH group, the world’s largest luxury goods producer. Some other brands carried by LVMH include Fendi, Celine, and Marc Jacobs. Its products include leather goods, handbags, trunks, shoes, watches, jewelry and accessories. Most of these are adorned with the LV monogram.

In 1892, Louis Vuitton started selling handbags. He also died that same year and his son Georges Vuitton took over the company. Georges Vuitton can be credited for expanding the company overseas, turning it into a world recognized brand, masterminding over 700 LV designs, and designing the
‘‘Monogram Canvas’’ pattern.

When George died in the 1930s, his son Gaston took over. His creativity and love for the arts spurned many new products. Throughout the years that George and then Gaston ran the company, Louis Vuitton items became increasingly popular among the elite of society

In 1977, Henry Racamier married a Louis Vuitton descendant and was named to run the family business. He was a savvy marketer who expanded the business, broadened the product mix and promoted the brand via advertisements. In 1987 with ambitions to further grow the company, LouisVuitton merged with a financially strong business partner Mo¨ et Hennessy. LVMH was born. Louis Vuitton was to remain independently managed by Racamier, however disputes erupted between him and other executives. The dispute ended in 1990 with Racamier being forced out of the company and the Vuitton family selling its 27 percent ownership in LVMH.

Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease