Georges Vuitton & How He Built A Legacy For The Louis Vuitton Brand

georges vuitton louis vuitton

Georges Vuitton turned his family business, Louis Vuitton, into a global phenomenon.

His philosophy on growth and expansion while remaining exclusive and offering a luxury experience would serve as the guiding fundamentals for luxury brands everywhere to create a lasting legacy.

At the age of 70, his father, Louis Vuitton, left a legacy of excellence in craftsmanship and design.

His son, Georges Vuitton, now set his sights on establishing a family legacy.

Following in the steps of his craftsman-turned-entrepreneur father, Louis Vuitton, Georges Vuitton cracked the code on how to create a luxury experience and how to make your brand exclusive.

Having worked closely with his father, Louis Vuitton, he'd invented the Tumbler Lock, an innovative sensation.

Now, leading the organization, Georges was instrumental in taking his father's first foray into global luxury at the 1867 Paris Exhibition onto an entirely new stage.

The Louis Vuitton Legacy

Georges Vuitton was the only heir to the Louis Vuitton legacy - without him, there would not be one.

As the second generation to now run the business, he was the businessman of the operation, taking great care in polishing the foundation his father left behind.

Lead With A Sense Of Purpose

He created the first modern luxury brand, a global icon that today lays claim to over 160 years of history.

He implemented many of the best practices we consider as standards for luxury brands today.

His father, Louis Vuitton, lived an eventful life, and his memory was preserved through the work of his son, Georges Vuitton.

The latter shaped and cemented the family-owned company as a sophisticated brand for travel enthusiasts.

Louis Vuitton Leaves Paris And Enters The Global Luxury Arena

louis vuitton chicago exhibition 1893In 1893, just a year after his father's death, Georges traveled to the United States for the World's Columbian Exposition in Chicago, passing through the historic Ellis Island on his remarkable journey.


The exposition honored the 400th anniversary of Christopher Columbus' arrival to the Americas.

Over 27 million people attended the exposition during its six-month run, three times that of the Universal Exhibition in Paris, only 26 years earlier.

It profoundly affected architecture, the arts, and sanitation and was hailed as a highly influential, social, and cultural event.

Georges would go on to travel to the United States on several more occasions, making it possible for Louis Vuitton to leave its home in France and be sold, for the very first time, internationally.

How To Make Your Brand Exclusive

LV Monogram

Four years after Louis Vuitton's death, his son, Georges Vuitton, introduced the LV monogram print.

Using his father's initials, Georges created a print that made an authentic Louis Vuitton product instantly recognizable.

The LV helped protect the brand, but most of all, it made it memorable.

The seeds of a product universe began to take shape, and in 1901, the Steamer Bag was introduced as a smaller piece of luggage designed to fit inside the luggage trunks.

Luxury Pricing Strategy

Like the products the brand creates, Georges Vuitton was critical in shaping a lasting mindset around luxury strategy.

He developed a new philosophy that would later be formalized in business schools as the luxury pricing strategy.

A standard set by the Louis Vuitton brand and still followed by luxury brands today is to never lower prices or offer discounts, instead increasing prices as demand increases.

How To Create A Luxury Experience

louis vuitton trunks

From luxury retail to publishing, Georges Vuitton broadened the audience and influence of the Louis Vuitton brand, establishing the practices of their family business and the knowledge of three generations of impeccable craftsmanship as a standard of excellence for luxury brands around the world.

The VIP Treatment

In 1910, Georges, now with his eldest son, Gaston-Louis Vuitton, created mini Louis Vuitton trunks with the iconic LV monogram canvas and filled them with bouquets of fresh flowers.

They were delivered to their best customers as an exclusive item; they could not be purchased and were not available for sale.

It was a new way to reward customers and return the love of those customers that loved them most.

The Louis Vuitton brand keeps a database of customers and delights customers by finding opportunities to enhance their experience.

The Largest Travel Goods Store In The World

By 1913, the Louis Vuitton brand launched their flagship, a branded physical mecca on Champs-Élysées, the historic promenade home to the Arc de Triomphe.

At its time, the Louis Vuitton flagship was the largest travel goods store in the world.

Placing Louis Vuitton In The History Books

Georges Vuitton was instrumental in placing Louis Vuitton in the history books.

Another lasting practice from his time is the curating and telling of the brand's own story.

Georges debuted Le Voyage in 1901; the travel book was beautifully, artistically designed, and printed only in French.

The book became an incredible resource on the history of travel.

Today, the Louis Vuitton City Guide is Le Voyage's modern evolution, with books that highlight cities around the globe, including Hong Kong, Tokyo, Los Angeles, and Barcelona.

From Louis Vuitton To LVMH

gaston louis vuitton

After Georges Vuitton's passing in 1936, his son, Gaston-Louis Vuitton, continued the luxury brand's reign, becoming the third and final generation of Vuitton men to lead the brand.

As the third and final generation of Vuitton men to lead the brand, Georges Vuitton managed the brand for 50 years, cementing its legacy through LVMH as a luxury powerhouse.