Louis Vuitton, named the world’s most valuable luxury brand for six consecutive years, are best known for their famous prints, monogram, stunning campaigns and maybe even by the large amount of counterfeit goods seen on so many misguided fashionistas.
As the brand celebrates their fifty second birthday, it just keeps getting bigger and better. However, is the brand the peoples favourite? Or is it now being beaten to the post by the likes of Marc Jacobs, Gucci and Prada?
This year, Vuitton was named the tenth most valuable brand, whilst it’s nearest competitor, Gucci, lagged behind in 39th. Whilst we get the sense Louis and his gang are the unbeatable hero’s of the 21st century, we begin to wonder, is this because we regard the brand as the one to be seen with? Or has it merely become a staple along with brands such as Apple and Samsung, who hold the top two positions in the list.
As a celebratory scandal, an idea the brand has not always be detached from over the years, I thought why not compare the first with the second most loved luxury retail brand, Gucci, to see who really wears the crown.
In 2014 Louis Vuitton had a brand value of $29.9 billion, whilst Gucci only had a measly $12.5 billion… we use the term measly loosely. Although a very boring and unfashionable fact, one can see that Vuitton is the queen of the industry and totally beheading the duchesses of the clan. However figures don’t mean everything, after all fashion is all about look, detail and finery. So let’s have a gander into the most recent runway debuts of the brands.
When you think Louis, you think bags. Bags are a girl’s best friend and therefore the perfect focus for the Vuitton/Gucci face off. The bold print seems to have become an eye sore in many ways over the years, perhaps because it’s been over used or perhaps because the accessories seem to stick out like a sore thumb. Otherwise known as statement pieces and rather than blending into the outfits, become one. However, this year the marvellous hands of Nicolas Ghesquiere, who replaced Marc Jacobs as the creative director of women’s wear, had a lot to live up to. Only his second collection for the brand, I was stunned by his ability to create seamless lines in the outfits and produce a ‘simple’ collection of boxy, textured and mostly quilted handbags. Naturally there were sprinklings of the famous monograms too, of course. The bags effortlessly hung from the models hands and although still instantly drawn to the bags, the audience knew this was because they were the pinnacle of the outfit, representing a together ‘whole’ instead of a stilted style. A brand associated with travel, Ghesquiere took us back in time. And oh, did we travel with him. A 70’s and 80’s heaven, the audience enjoyed the added touch of futurism that allowed the collection to become what the director always intended, a daily wardrobe for the modern woman. But one that obviously oozes decadence and taste.
Swiftly moving on to Louis’ enemy, Gucci. Shock horror, they also tapped into the 70’s and boy did they do it well. It has to be said when viewing both collections together, there is a sense that Frida Giannini creates an all more rounded collection, with clear vibes that are seen in every outfit, rather than a series of differences and anomalies I gained from Louis Vuitton. Whilst the Louis show provides a wardrobe for any kid of woman with a diversity of styles, Gucci provides the heart of the 70’s, real and unadulterated. They also kept their staple green and red stripe, that’s seemed to fit perfectly into the look of the show. However, their camel suede, deep red fur and bright whites ran throughout. In my eyes, a definite collection to be reckoned with, one that unfortunately provides the audience with finesse that seems lacking in comparison in the Vuitton show.
The autumn collection brought the 60’s to us, this collection provides the flares and groove, so what next Gucci? The collection leaves us all the more excited for the next, a sense that I don’t seem to feel with Louis Vuitton anymore.
Maybe Louis Vuitton’s ability to provide wear for every woman is a positive thing for the general public but one can’t help but sense the new creative director is trying to please too many subsets of the modern lady. Is this because the brand has become increasingly consumed by a mass market, rather than the luxury market? Or is it because the brand has become confused in it’s ethos and unique selling point whilst competing with the ever growing competitors around them?
Either way, whilst I personally prefer the likes of Gucci and Marc Jacobs, Louis Vuitton remain the top of the food chain and, so far so good, it doesn’t look like they need to be too worried. But watch out Louis, the British public love an underdog!
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