Louis Vuitton. Just another rung.
Louis Vuitton is everywhere, as recognisable as McDonald's, and still makes some $18 billion a year. That is not supposed to happen.
THE GIST ON LOUIS VUITTON: "The Holy Grail"
How is Louis Vuitton both exclusive and accessible?
Every luxury brand faces an impossible choice: be exclusive or be accessible. Hermes makes you wait years for a Birkin. Zara is everywhere. Louis Vuitton does both, and that's the holy grail.
What is the ladder?
Once you've got the wallet, you're in. Next is a bag for 1,200 pounds, then another for 2,500. They never discount, so everything holds its value.
It's not just Louis Vuitton. They are the LV in LVMH, 75 brands from Sephora to Tiffany. You buy makeup at Sephora for 30 quid at 18, graduate to a Louis Vuitton wallet at 25, then Tiffany, then Dior. You enter cheap, you climb expensive, you never leave.
What does it mean for premium?
Premium doesn't come from scarcity. It comes from feeling like you're ascending. Louis Vuitton just sells you another rung on the ladder, and as long as there's another rung above you, you stay on it.
Do you stick to one luxury brand or mix?
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Quick answers
How can Louis Vuitton be both exclusive and accessible?
It sells a ladder: cheap entry points lead to ever more expensive pieces, and it never discounts.
How many brands are in LVMH?
75, from Sephora to Tiffany, according to the reel.
Where does premium come from?
From feeling like you are ascending, not from scarcity.
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