Louis Vuitton 2003 Annual Report Download - page 38

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36 LVMH ANNUAL
REPORT 2003
AN EXCELLENT OUTLOOK FOR 2004,
THE 150TH ANNIVERSARY OF LOUIS
VUITTON
In 2004, Louis Vuitton will step up its innova-
tion policy with the creation of a new line of
luggage for men, Damier Géant, available in two
colors, tan and sable, the launch of the Theda
and Leonor handbags unveiled at the 2004
spring-summer ready-to-wear fashion show, the
development of the watch segment, and the
launch of a full line of jewelry.
As in 2003, Louis Vuitton products will be bac-
ked by major media investments. In addition,
throughout the year, there will be public rela-
tions events celebrating the 150th anniversary
of the fashion house, providing an opportunity
to remind customers of its roots in tradition
and innovation and exceptional expertise. The
first major event, which received heavy media
coverage, was held in February at the grand ope-
ning of the New York store on Fifth Avenue, the
largest Louis Vuitton store in the world.
The brand will continue to expand its retail network
by opening stores in Shanghai, Los Angeles and
To kyo (Ginza). New Louis Vuitton buildings will
also be inaugurated: after New York, the newly
expanded Champs Elysées store in Paris, follo-
wed by Hong Kong in 2005.
DONNA KARAN
In 2003 Donna Karan continued to focus on grea-
ter retail selectivity, especially in American
department stores, limiting its presence to stores
and locations with the greatest reputation for
quality. It also worked on its product line, to
improve quality and consistency with its image,
an image that connotes a modern international
lifestyle symbolized by the city of New York, from
which it derives its roots and its inspiration.
The new collections proved highly popular,
generating good press coverage, and several
emblematic products sold extremely well.
Donna Karan also began the long-term job of
developing its accessories lines, a major growth
vector for the coming years.
With strong managerial teams, a clearly defined
strategy, and a stronger but simplified organi-
zation, Donna Karan is now in an ideal position
to launch its future expansion with the benefit
of a balanced and profitable business model.
FENDI
Fendi continued its repositioning strategy and
devoted major expenditures to renovation and the
selective expansion of its retail network. The net-
work included 97 stores as of December 31, 2003.
LF
&
EATHER GOODS
ASHION