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Louis Vuitton

Louis Vuitton 2020 #1

Parent Company: LVMH Group

Brand Value 2020: $53,407m (US$)

Change from 2019: +15%

Headquarter City: Paris

Category: Luxury

Year Formed: 1854

With more than 400 stores across the world, Louis Vuitton is one of the world’s leading international fashion brands. Its range spans fashion, fragrance, leather goods, watches, jewelry and accessories, and is sold through Louis Vuitton boutiques, high-end department stores and online. Having appointed ex-Apple executive Ian Rogers as Chief Digital Officer, the brand is pursuing a more defined e-commerce strategy, which includes the 24 Sèvres platform (named after the Rue de Sèvres location of its Le Bon Marché site) and a stronger WeChat offering to reach Chinese consumers. In 2018, the appointment of Virgil Abloh as Men’s Artistic Director has led to greater diversity in Louis Vuitton marketing. The brand’s latest pre-fall 2019 campaign features 17 of Hollywood’s leading ladies who represent different age groups and ethnicities, including Thandie Newton, Ruth Negga, Chloë Moretz and Michelle Williams. Abloh’s hire comes amid a wide move at Louis Vuitton to bring more design functions in-house, to launch new ranges to market faster. It is using more pop-up stores with capsule collections, and has expanded into wearable tech, with connected versions of its classic Tambour watch and a new range of handbags with flexible displays. It also continues to ramp up its luxury sportswear offering. Abloh, who frequently DJs, has added music and gaming connections to the brand, with curated playlists in partnership with Apple and the launch of a retro branded video game set within New York.