Louis Vuitton, Case Study
Comprised of 4 Columbia Business School MBA's and 4 Parsons BFA's our brilliant team put together by the Luxury Education Foundation, approached Louis Vuitton's design brief with a multifaceted perspective.
Louise Vuitton 2011 Brief
“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.
Design Team
Parsons the New School for Design:
Micah Spear, Service Design
Tatom Henrich, Product Design
Shuya Ma, Fashion Design
Artin Yip, Product Design
Columbia Business School MBA's:
Allison D'Eugenio
Cassandra Pittman
Alexandra Tan
David Wolkoff
Louise Vuitton 2011 Brief
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, a team comprised of students from two of the city’s most prestigious institutions of learning, Columbia Business School (CBS) and Parsons The New School for Design, embarked on a case 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.
Design Team
Parsons the New School for Design:
Micah Spear, Service Design
Tatom Henrich, Product Design
Shuya Ma, Fashion Design
Artin Yip, Product Design
Columbia Business School MBA's:
Allison D'Eugenio
Cassandra Pittman
Alexandra Tan
David Wolkoff