" One's Personal Style is always a hundred-fold better - Louis Vuitton "

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Louis Vuitton is a luxury fashion house that was founded in 1854 by a French craftsman and trunk maker of the same name. At the time the company was founded, travelers were using horse drawn carriages, boats and trains as means of transportation, meaning baggage was often treated with poor care and travelers were referring to craftsmen in order to protect and pack their items. The company quickly became a success as since the beginning it has been able to differentiate itself and meet the specific requirements of consumers' needs by adapting its designs and materials to create distinctive products always inspired around the theme of travel. In fact, through the years it has been able to extend its product categories behind trunks and include a wide range of products.

Since 1987 the brand is also part of the Fashion and Leather Goods sector of French multinational luxury goods conglomerate LVMH group, which owns 70 different brands in six different sectors. LVMH group strives to be a symbol of product and service excellence, founded on values such as innovation, creativity and entrepreneurship which are shared among all its brand portfolio .The Fashion and Leather Goods sector of LVMH includes 17 different brands and made a total of 22, 237 millions of EUR in 2019 . In 2019 the sector has  achieved organic revenue growth of 17% with recurring profit operations of 24% also thanks to the extraordinary performance of Louis Vuitton.

Today Louis Vuitton has 19,000 employees over 65 countries around the world and is the only brand who maintains its exclusivity by selling its products only in stores and never hold sales or outlets . After overcoming the fake associations with its brand image, overall the brand has seen a rapid increase in all its creative areas, especially in the Menswear collections where the new artistic director Virgil Abloh has invested in developing new technologies and introduce new designs .Moreover, Louis Vuitton has been constantly innovating in the past 20 years by maintaining its core values of savoir faire, innovation, respect for craftsmanship and commitment for sustainable and ethical practices. In fact, in 2018 it was awarded The Butterfly Mark

sponsored by Positive Luxury for the excellence of innovation and commitment to social and environmental responsibility, governance and community investment . According to Interbrand (2019) based on its financial performance and its ability to influence consumer choice by maintaining premium prices, Louis Vuitton is the world's most valuable fashion brand, with a USD $32.22m brand valuation . In its report, Interbrand stated that this position highlights the end of a traditional brand positioning, but it reflects the accelerated change of the competitive landscapes due to the attitudes and purchasing behavior of consumers .

The brand's strong positioning and positive associations allow  to considerate possible brand extensions in the cosmetics market. In order to attract new consumers in a very challenging industry it can be required to innovate brand's strategies.