An Exploration into the Genius Visual Culture of Louis Vuitton & What We Can Learn from It - Freshman Thesis

In my freshman thesis, I embarked on a deep dive into the enigmatic world of Louis Vuitton, the French fashion juggernaut that has not only mastered the art of luxury but has redefined the very essence of it. Fueled by a curiosity to unravel the intricacies of how a single fashion house could command an annual revenue surpassing $30 billion, I set out to explore the lesser-discussed realm of Louis Vuitton's marketing tactics. The question that fueled my research was twofold: “How does a luxury fashion company achieve such staggering financial success, and why is the discussion surrounding its marketing tactics not as widespread as its influence?”

To unravel the marketing mystique surrounding Louis Vuitton, I conducted over 10 personal interviews with both former and current corporate employees of the brand. These interviews offered firsthand insights into the inner workings of the company, shedding light on the strategies employed to commodify art and elevate the brand to unprecedented financial heights.

My research into Louis Vuitton's marketing tactics reveals a sophisticated blend of art, storytelling, and exclusivity that has propelled the brand to unparalleled financial success. By commodifying art and transcending traditional notions of luxury, Louis Vuitton has established itself not just as a fashion house but as a cultural force. This thesis aims to spark broader discussions about the often-overlooked marketing strategies employed by luxury brands, using Louis Vuitton as a captivating case study.

Below is my Freshman Thesis Presentation slides, as well as the Link to my Paper.

Please click the URL below to explore the Paper:

https://docs.google.com/document/d/1zjIM7gJ4qSDf4a7E6e4u_yGqoMa-3BmWn2ZLQAPSWKU/edit?usp=drive_link