H ZhaoCOMM100WNov 8th2019Cultural Artifact Final Draft: Louis VuittonThe fashion industry is a multi-billion-dollar industry because of what it represents. It gives people a representation of what they want others to see in them. Someone wearing a full suit and tie may want you to think they are formal and professional, while someone wearing gymclothes and Nikes shoes want you to think they are sporty. The consumers’ constant demand for new products is what drives the fashion industry, for not only clothes but also accessories. Pursesand handbags allow people to carry objects and most importantly, display the brand it is from. Why is displaying the brand so important? It allows people around you to see how much money you are willing to spend on products. It also gives others an assumption of your social status. One of the most desired brands is Louis Vuitton, also known as LV, and there are a few reasons behind why it is so popular. Louis Vuitton is highly desired because it represents a luxurious lifestyle. Although any purse or bag has the same capability to carry items, LV is wanted becauseof the quality of the merchandise, the advertisement made by celebrities, and the price tag that scares most people away.In 1837, Louis Vuitton began working for Monsieur Maréchal’s Parisian Atelier. He built his way up to become a valued craftsman under Maréchal and eventually started working on his products at Asnières, where Vuitton lived and operated. Vuitton created his company to promote luxury life following World War II. Vuitton then began to diversify the company’s products to gain more customers. Louis Vuitton then released multiple new products such as leather hang bags and wallets which allowed LV to grow its reputation. After many innovative changes later, Louis Vuitton now stands as the most popular luxury brand at $47.2 billion brand value as of 2019 (GQ Staff). LV’s current mission statement is “Using exceptional designer techniques to
bring in elegance & distinctiveness to people through different offerings.” Vuitton created a brand that is intended for high-class people and wanted to show the world unique ways to bring elegance into life through his products. The Asnières workshop then had 170 craftsmen who created good for clients (Vuitton). Louis Vuitton went from manufacturing durable trunks to creating purses, wallets, and even belts. The company did not have a sudden spike in popularity, it built its customer base from the very beginning of Vuitton’s craftsman journey. The legacy he left behind is the beginning of whatwould become the most popular luxury accessories brand in the world.