Damien Lefrançois, Production Manager at Louis Vuitton leather goods France, was welcomed by the students of MSc Fashion Marketing, Design & Brand Strategies for a lecture devoted to Louis Vuitton leather goods.
The conference started with a presentation of LVMH Group to which Louis Vuitton brand belongs. Damien Lefrançois first reviewed the rich history background of Louis Vuitton brand before describing LVMH Group which was launched in 1987, and known nowadays as the world leader in luxury with more than 70 prestigious brands and diversified in five business activities:
-Wines & Spirits (Moët & Chandon, Veuve Clicquot, Hennessy, Dom Perignon etc.)
-Fashion & Leather Goods (Louis Vuitton, Fendi, Givenchy, Marc Jacobs, Celine, Emilio Pucci …)
-Perfume & Cosmetics (Christian Dior, Kenzo Parfums, Guerlain …)
-Watches & Jewelry (Tag Heuer, Bvlgari, Fred, Chaumet, The Beers etc.)
-Selective distribution (Sephora and Le Bon Marché for example).
After focusing on the different sectors where LVMH operates, Damien Lefrançois highlighted Louis Vuitton brand which is distinguished for the quality and the expertise in luggage, handbag and accessories manufacturing since 1854. Worldwide known for its Monogram canvas, which built the success of the brand since 1896, Louis Vuitton brand has always been a pioneer in terms of innovation: its iconic products designed in several colors in Damier or Monogram canvas and reviewed throughout the seasons, embody the perfect combination between tradition and modernity. With strong results and remarkable expanding policy, the French luxury leather brand now enjoys 17 production divisions, one international logistics center and exclusive stores all over the world. The leather goods sector remains the main activity of Louis Vuitton which diversified in the ready-to-wear since the year 2000.
In the second part, Damien Lefrançois described the whole process of bringing a new product to market and continued with a focus on communication and advertising, merchandising as well as how to define a PR strategy. The speaker then illustrated the technical aspects of production stressing on the supply chain. He concluded the lecture with the explanation of the different phases of a product’s life cycle. The conference ended with a Q & A session with the students.