What is fuelling this global appetite for brands? The media is very influential to show people the symbols of fashion. People are becoming more attracted to the design, creativity and history of brands as a way of differentiating themselves. Brands have become not merely fashion but practical investments and expression of peopleÕs attitudes. A strong brand, like Louis Vuitton, has not changed logo or ethos over a century. It expresses a complete world through sharing a point of view about the lifestyle. The range of products caters for a person at every stage of his life and becomes like a close friend or companion. How does LV cater to the worldwide phenomenon of people paying for ÒexperiencesÓ rather than just ÒthingsÓ? LV is the travellerÕs marque since 1870, when LV made trunks for ship, train and luxury travel. That dream of travel is combined with state-of-the-art product and functionality. The products are not just decorative. Through store service and our range, we promise luxury, escape and membership to a club that gives you all those things. LV is a premium brand, but it trades on the offer of Òvalue for moneyÓ. How does LV offer ÒvalueÓ to consumers? It is about the ratio of price to functionality and the dream, which is a long term process of brand development. People feel they have bought into an exclusive community and all it offers them, for the price of maybe an umbrella or scarf. Sydney is only the seventh city in the world to open a LV global store, what factors influenced this choice? Sydney is the hub of the Asia Pacific and Oceania. 2000 is a very good time to be in Australia with the international focus on Sydney. We hope that the LV building with its whole range of leather goods, shoes and ready-to-wear will appeal to local people Ñ even just to visit and see Ñ who will become local clients, as well as tourists. The Louis Vuitton Cup is unique. What other brand initiatives are planned? The point is not to develop new ideas, but to integrate and develop the main market. To make LV a universal brand, we have launched a ready-to-wear range for men under the direction of Marc Jacobs. Of course, there will be fashion shows and press coverage. Also, the web site e-luxury will take the marque another step. It opens in April in the US and will deliver luxury goods anywhere. In 1994, LV pioneered the luxury goods web site. ItÕs just like opening a new store, another way to market and reach more people What is the philosophy behind acquiring so many of the worldÕs prestige brands? Each brand has its own management and marketing focus. Each targets a different consumer at different moments in life. But it centralises back office control and supply, meaning one system in all the different countries. As a group, controlled by one organisation, we have brand control from manufacturing, through our own distribution and to sale. They have the ability to act quickly, giving them the competitive edge.
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