Louis Vuitton 2011 Annual Report Download - page 29

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LVMH 2011
Fashion & Leather Goods
27 / 68
As was the case in 2010, sophistication and personalization
were again the watchwords in 2011, placing the customer more
than ever before at the heart of the brand’s strategy. The brand’s
new high-end leather goods special-order line is also a fine
illustration of this strategy, giving customers a cornucopia of
alternatives to choose from to experience the thrill of owning a
truly unique design. In 2011, the brand further increased its use of
fine and exotic leathers. Following the launch of the soft-leather
Empreinte line, another step forward has now been taken, with the
introduction of pieces made of exotic leathers such as crocodile,
python or ostrich, which are becoming more prevalent in the col-
lections. In 2011, Louis Vuitton honored its commitment to ever
greater mastery and excellence as demonstrated by the acquisition
of Heng Long, a top-tier exotic leather tannery and La Fabrique
du Temps, a Swiss luxury watchmaking workshop specializing in
the design of high-end watch movements.
Constant innovation and the will to remain at the forefront of
its field and to cultivate difference – all of these ambitions are
reflected in Louis Vuitton’s communications strategy.
Two notable developments during the year were the designa-
tion of Angelina Jolie as the new iconic ambassador for its core
values campaign and a new website inviting users from around the
world to experience a journey. In addition, an exhibition retrac-
ing the crowning moments in the history of Louis Vuitton at the
National Museum of China and the opening of a space dedicated
to contemporary art at the Louis Vuitton Maison in Tokyo’s
Omotesando district were among the initiatives in 2011 illustrating
the brand’s strong ties with the world of culture and art.