Diversification and Globalization (1988 - Present) (Continued)
In addition to the traditional leather goods, fashion and accessories business, Louis Vuitton has also actively expanded into other areas. In 2022, Louis Vuitton opened a coffee shop and its first chocolate store in Paris, extending the brand's influence to the catering industry. In 2023, the world's third and China's first Louis Vuitton chocolate store landed in Taikoo Li, Qiantan, Shanghai. The chocolates in the store are either designed in the brand's iconic four-petal pattern shape or printed with the Louis Vuitton logo. They are made by pastry chefs from the luxury hotel Cheval Blanc under the LVMH Group and use Louis Vuitton's classic packaging boxes. The price ranges from 200 yuan to 4,000 yuan, continuing the brand's high-end positioning. In addition, Louis Vuitton has also entered the fields of art exhibitions and cultural activities. By holding various forms of activities, it further spreads the brand culture and enhances the brand's cultural connotation and artistic value.
In the process of globalization, Louis Vuitton has also faced some challenges and controversies. On the one hand, the brand's global popularity and influence have attracted many counterfeiters. Although Louis Vuitton has taken a series of measures to combat counterfeit and shoddy products, infringement problems still persist. On the other hand, with the continuous improvement of consumer rights awareness, Louis Vuitton has also faced doubts and criticisms from some consumers. For example, in 2017, Louis Vuitton was accused of using modified model photos in advertisements, suspected of body discrimination, which aroused widespread attention and discussion from all walks of life. In addition, Louis Vuitton's stores have also been robbed many times. In May 2017, the Louis Vuitton flagship store on the Champs Elysees in Paris, France, was robbed by armed robbery. A masked man broke into the store with a gun and stole a brand bag. Fortunately, there were no casualties. In November 2023, a Louis Vuitton store in Paris was hit by a car and stolen. Three suspects stole luxury goods of unknown value. These incidents not only caused economic losses to the brand, but also had a certain negative impact on the brand image.
However, in the face of these challenges and controversies, Louis Vuitton has always adhered to the brand's core values and innovative spirit, and actively taken measures to deal with various problems. In terms of combating infringement, Louis Vuitton has strengthened cooperation with law enforcement agencies, stepped up its crackdown on counterfeit and shoddy products, and improved consumers' ability to identify genuine products through technological innovation and brand promotion. In response to consumer doubts and criticisms, Louis Vuitton actively responded to social concerns, strengthened communication and interaction with consumers, continuously improved product and service quality, and worked hard to improve consumer satisfaction and loyalty.
Today, Louis Vuitton has become one of the most valuable and influential luxury brands in the world, with many stores and loyal consumers in many countries and regions around the world. Whether it is the classic Monogram pattern or the constantly innovative design and products, Louis Vuitton has always maintained a persistent pursuit of quality and craftsmanship, bringing consumers an unparalleled fashion experience. Looking to the future, Louis Vuitton will continue to uphold the spirit of innovation, continuously expand its business areas, and strengthen its global layout to adapt to the ever-changing market environment and consumer needs, and continue to write the brand's glorious chapter.
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