Louis Vuitton’s answer was that they had decided to stop the production

Louis Vuitton’s answer was that they had decided to stop the production of all those items without giving us any further explanation, at one time we saw that they even removed them from their website and from their stores. It happened to us with the case of a client who had ordered a Pouch 19 from us and our SA confirmed that they had it available in the store, that they had received it that same morning, we confirmed it, but LV called us after a few hours that they couldn’t sell us that ítem because Paris had ordered their return to the central warehouse. Therefore, most of the products that they have already manufactured are being stored in their warehouses to be relaunched in a few years.

Finally became public that the brand wanted to discontinues these items for several reasons:

– The first items to be discontinued were the Vanities, Pouch in all their sizes, in the toy 15, 19, 25 and 45. The brand considers that it’s an item created to be a bathroom toiletry bag and not to be used as a handbag. They want that the customer buys more expensive bags from the firm and not use the toiletry bags as handbags, but who doesn’t remember Lady Diana wearing her Pocuh, or Marc Jacobs and countless celebrities using it as a handbag.

Another of the discontinued items is the Neverfull canvas, the bag that has given them the most publicity in all of history. Also, the recent style for a couple of years with great success the canvas ON THE GO MM, among many others … Currently you can find these models in the store, but with other leathers and prints and with higher prices, but not with the monogram print.

Louis Vuitton wants to push customers to buy more expensive products, products with new leathers and exotic leathers, to buy the new bags and accessories from the new collections, they want to push all the high jewelery and jewelery products, in that way there is a justification for the price increase.

One of the main reasons why LV follows this strategy is because it wants to reposition itself within the luxury market. We see that it is withdrawing the prices of the website, that most of the online products are always out of stock, they even send personalized emails of the new products that have arrived in the store to show them in a more private, close and exclusive way. With this they want to achieve brand exclusivity, create a more unattainable desire, that the customer is forced to go to the store to ask for the item they are looking for and establish a more personal link with their SA. This reminds us of the strategy Hermès follows with the Birkin or Kelly bags.

• The discontinued of these products also leads us to think about the strategy that Chanel followed a few years ago with the Shopping bag. Chanel withdrew from production and sale the 3 sizes it made of the purse because it considered that the market was oversaturated and that there were too many fake copies. And after a few years they relaunch it again.

We believe LV will follow this strategy to relaunch them in 2-3 years with much higher prices, but will customers be willing to pay a much higher price for these items? We think so, but will it compensate to the brand to stop earning millions, even billions of euros in these years? And as for the resale market, we don’t want to imagine how they will go up in value.

• Another reason is the new artists. These artists buy these classic products such as the Pouch, undo it and build a new product, be it from a bikini, to a chair, covers, etc. all kinds of accessories. But is it fair to new artists who want to develop their creativity? In the end, in a certain way, these artists advertise them and make objects of desire, because it’s still a manipulated LV item. A few years ago, all the most famous Celebrities of the moment bought these types of items and showed them in their looks.

The Monogram print is part of the history of luxury and it’s sad that such iconic products and that people continue to aspire and dream to get hold of them are discontinued. Do you think that they are following the correct strategy? If customers really buy LV for this most iconic Monogram items because are the most desired and LV stop making them, will people buy these new items that they want to push or will customers value other brands where to invest their money? Will they really push these new products and justify higher prices?

Time and customers will let us know, but at the moment we don’t see any response from customers to this new strategy. We who love Louis Vuitton making a constructive assessment, we believe that perhaps it should start by taking better care of their customers, improving customer service in their boutiques, having details with the most loyal and VIP customers, improving and reviewing the quality of their products, that in recent years the quality was not as expected.

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