Ivy Louis Vuitton Essay

9812 Words Jul 2nd, 2016 40 Pages
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LOUIS VUITTON1

Manu Mahbubani wrote this case under the supervision of Professor Mary Crossan solely to provide material for class discussion.
The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality.
Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation,
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In those early days, trunks were oval shaped and therefore not stackable; as such, they were not conducive to the emerging and rapidly growing forms of travel on steamers and trains. Vuitton came up with a flat-top trunk with flat hinges that was stackable and suitable for long journeys. A few years later, and in response to competitors copying his original design, Vuitton invented his famous trunk made of blue and red striped canvas.2 The canvas protected the contents of the trunk from rain and dust, and customers loved the unique design. This innovation in material and design also made it difficult for competitors to copy.
Vuitton’s business thrived. He was able to cement his position among aristocracy in Europe and beyond, in places such as Egypt and India, when he was appointed the official packer and trunk maker for Eugenie de Montijo, Napoleon III`s wife and a Spanish countess. As a result, the business strengthened further.
1

This case has been written on the basis of published sources only. Consequently, the interpretation and perspectives presented in this case are not necessarily those of Louis Vuitton or any of its employees
2
Dana Thomas, Deluxe, How Luxury Lost its Lustre, Penguin, London, 2007.

Authorized for use only by Nirav Modha in International Business at University of Windsor from May 09, 2016 to Jul 21, 2016.
Use outside these parameters is a copyright violation.

9B13M022

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