Many stores and brands, including high-end ones, regularly host sales where you can purchase items from previous collections at significant discounts. However, Louis Vuitton stands apart by abstaining from such sales. The authors of Fashion Illiteracy have chosen to elucidate why LV doesn’t participate in sales.
The incineration of Louis Vuitton merchandise
Not widely known, but after the arrival of a new collection, Louis Vuitton store employees engage in the incineration of the old one. Unsold items from the past year literally go up in flames, never to be sold, neither at a discounted nor at the full price.
On one hand, this might seem sacrilegious – to destroy such expensive items that have undergone so much craftsmanship. On the other hand, it’s a continual investment by the brand in maintaining its unwavering value.
The Elitism of the Louis Vuitton Brand
Founded in the 19th century, Louis Vuitton is considered a highly expensive and premium brand. Signature handbags, luggage, or other items from LV serve as recognizable indicators of their owners’ wealth. To acquire something beautiful from this French manufacturer, one must be prepared to spend around $2000 or even more.
Now, imagine having invested such a sum in a signature leather bag, only to discover it being resold for $500 just six months later. Unpleasant, isn’t it? The real value and worth of the item decrease, a phenomenon common across most brands.
In the case of Louis Vuitton, each item retains its original purchase price; there won’t be any ‘fire sale’ prices for the remaining bags tomorrow. Every piece remains high-end. Unsold items in stores will be incinerated, and only those who have made a serious investment will own the purchased items.
Moreover, the uniqueness of each piece will only grow, as buying a suitcase or bag from the same collection in the future will become impossible. New items entering the market will come with equally high price tags. It’s a fascinating strategy by the manufacturer. In many ways, it is these very sacrifices that enable the brand to uphold its established level.
About the Fashion House
The considered fashion house was founded in 1854 by a man named Louis Vuitton. Currently, the fashion house is part of the LVMH conglomerate, which owns several brands and has recently decided to acquire the jewelry brand Tiffany.
Throughout Louis Vuitton’s centuries-long history, efforts to counterfeit its products have been persistent, often resulting in the production of fairly high-quality replicas. Initially, to combat this, the iconic checkerboard pattern was introduced. However, when even this was copied by ‘pirates,’ LV began incorporating a unique monogram to distinguish their products.
The brand cherishes longstanding traditions in the production of its goods, and even in the era of computerization in manufacturing, the majority of operations with items are carried out manually.
P.S. Don’t buy a $2000 wallet just to carry it empty. Buy a $20 wallet and put the remaining $1980 in it.
