Louis Vuitton to launch digitally connected suitcase in 2017
Michael Burke, Louis Vuitton's CEO, was a guest on Saturday morning of French TV show "C’est arrivé demain" (Tomorrow has arrived) hosted by David Abiker, and he announced that the fashion label will launch a digitally connected suitcase in 2017. It will be the first product of this kind for the LVMH group company. Michael Burke stated that "[the suitcase] will be impossible to lose," without adding anything further.
The Louis Vuitton CEO also discussed the fashion label's latest fortunes, celebrating the work of Creative Director Nicolas Ghesquière, a good fit with the current, 'more understated' mood. He did not criticise the Marc Jacobs years however. "He was possessed with a pop sensibility, which worked very well in those years, said Michael Burke, adding that "Marc had a more instinctive approach."
Regarding the relationship between a creative director and a brand, Burke, who has been a mainstay at LVMH for several years, insisted on the primacy of the brand and its DNA over creative directors, while still recognising their contribution. "It is the brand, and its history, that counts in the end," he said.
Louis Vuitton's CEO was able to rejoice for the renewed leadership position enjoyed by LVMH's showpiece brand, which reportedly accounts for half of the group's revenue (€35 billion). The top manager also clarified that Louis Vuitton is performing very well thanks especially to Europe, the USA and Japan.
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