LOUIS VUITTON

“An exceptional, emotional journey through New York City”

Company History

Founding his company in 1854 on Rue Neuve des Capucines in Paris, France, Louis Vuitton quickly became famous for his revolutionary flat trunks, made with trianon canvas. A century and a half later, the legend lives on. Louis Vuitton has become an international luxury fashion house, famous for its vast array of products, from luxury trunks to leather goods, ready-to-wear, shows, watches, jewelry, accessories and books. Since the 19th Century, manufacture of Louis Vuitton goods has not changed: Luggage is still made by hand. Nurtured by time yet attuned to innovation, the skilled artistry that goes into creating each of the Louis Vuitton products guarantees impeccable quality. Louis Vuitton is among the world’s most valuable brands.

The Challenge

With five Manhattan stores, New York City represents an important and growing market for Louis Vuitton. As the company plans renovations in all of its New York City locations, students from two of the city’s most prestigious institutions of learning, Columbia Business School (CBS) and Parsons School of design, embarked on a study to determine how best to differentiate the five New York stores, both amongst each other and within the competitive contexts of their respective local neighborhoods.

“The Emotions of Travel”

No other luxury brand signifies the concepts of journey and travel as significantly as does Louis Vuitton. After extensive market research, the CBS and Parsons team learned that, for many, the most important – and memorable – aspect of any journey is the emotion that it invokes. As a customer journeys through one, or all, of the New York City’s Louis Vuitton stores, they will feel one or more of five distinctive emotions of travel – glamour, wonder, anticipation, escape, and romance – all of which are intrinsic to the Louis Vuitton brand. Tailored to local neighborhood, clientele and store layout, and embodied in all aspects of the store experience (including store spirit and personality, product assortment, store architecture, layout and design, customer experience and services, and organization and staffing), four of the five stores will invoke a distinctive emotion of travel: SoHo–romance, Bloomingdale’s–glamour, Macy’s–anticipation, Saks Fifth Avenue–wonder. The 3 three floors of the Louis Vuitton Maison on 5th Avenue will each invoke a separate, but linked, emotion: 1st floor and luggage floor–anticipation, 2nd floor (men’s)–escape, 3rd floor (women’s ready-to-wear)–glamour.

The Team

Allison D’Eugenio , Columbia Business School MBA

Cassandra Pittman, Columbia Business School MBA
Alexandra Tan, Columbia Business School MBA
David Wolkoff, Columbia Business School MBA

Tatom Henrich, Parsons the New School for Design, Product Design

Shuya Ma, Parsons the New School for Design, Fashion Design

Micah Spear, Parsons the New School For Design, Service Design

Artin Yip, Parsons the New School for Design, Product Design