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Louis Vuitton is one of the most counterfeited brands in the fashion world due to its image as a status symbol. The company actively seeks to eradicate counterfeiting , and employs a team of lawyers and special investigation agencies to pursue offenders through the courts worldwide.
The company allocates approximately half of its communications budget to counteract counterfeiting of its goods. Today, Vuitton products are primarily available at company-owned Louis Vuitton boutiques,  with a small number of exceptions noted in upscale shopping districts or inside luxury department stores.
Company boutiques within department stores operate independently, and are operated by company managers and employees.
LV has an official online store, through its main website. Several high-profile rap music artists have mentioned the company in song lyrics, most notably: Bohemia , Kanye West , Juicy J , and Wiz Khalifa.
Since the 19th century, Louis Vuitton trunks have been made by hand. The craftsmen line up the leather and canvas, tapping in the tiny nails one by one and securing the five-letter solid pick-proof brass locks with an individual handmade key, designed to allow the traveler to have only one key for all of his or her luggage.
The wooden frames of each trunk are made of year-old poplar that has been allowed to dry for at least four years. Each trunk has a serial number and can take up to 60 hours to make, and a suitcase as many as 15 hours.
Iconic bags of Louis Vuitton include the Speedy bag and Neverfull bags. Each season Louis Vuitton produces rare, limited edition bags that are generally only available by reservation through larger Louis Vuitton stores.
Many of the company's products utilize the brown Damier and Monogram Canvas materials, both of which were first used in the late 19th century.
All of the company's products exhibit the eponymous LV initials. The company markets its product through its own stores located throughout the world, which allows it to control product quality and pricing.
It also allows LV to prevent counterfeit products entering its distribution channels. In addition, the company distributes its products through the company's own website, LouisVuitton.
The company commonly uses print ads in magazines and billboards in cosmopolitan cities. Louis Vuitton Posters by Razzia were popular in the s.
It previously relied on selected press for its advertising campaigns frequently involving prestigious stars like Steffi Graf , Andre Agassi and Catherine Deneuve shot by Annie Leibovitz.
However, Antoine Arnault , director of the communication department, has recently decided to enter the world of television and cinema: The commercial 90 seconds is exploring the theme "Where will life take you?
This is the first Vuitton commercial ad ever and was directed by renowned French ad director Bruno Aveillan.
On 19 November Louis Vuitton, in further efforts to prevent counterfeiting, successfully sued Britney Spears for violating anti-counterfeiting laws.
A part of the music video for the song " Do Somethin' " shows fingers tapping on the dashboard of a hot pink Hummer with what looks like Louis Vuitton's "Cherry Blossom" design bearing the LV logo.
An anonymous spokesperson for LVMH stated that the video constituted an "attack" on Louis Vuitton's brands and its luxury image.
On 13 February , Louis Vuitton sent a cease-and-desist order to Danish art student Nadia Plesner for using an image of a bag that allegedly infringed Louis Vuitton's intellectual property rights.
Plesner had created a satirical illustration, "Simple Living", depicting a malnourished child holding a designer dog and a designer bag, and used it on T-shirts and posters to raise funds for the charity "Divest for Darfur".
On 15 April , Louis Vuitton notified Plesner of the lawsuit being brought against her. An LVMH spokeswoman interviewed by New York Magazine said that Louis Vuitton were forced to take legal action when Plesner did not respond to their original request to remove the contested image, nor to the subsequent cease-and-desist order.
In February , Louis Vuitton issued a complaint against the owner of a barber shop in Hong Kong for allegedly violating its intellectual property rights in relation to a stool using fabric coating that is similar to the checker pattern in Louis Vuitton's handbags.
The owner had sourced basic furniture and equipment from the PRC for starting his shop. Facing this accusation, the barbershop owner said he had no means to tackle Louis Vuitton and may have to close down his shop which has been operating for one year in a remote local district on Hong Kong Island.
The controversy had caused tremendous concern on Hong Kong news forums and viral protest on Facebook pages. In another legal warning dated back to September , Louis Vuitton had filed complaints against two small retail shops in Hong Kong for allegedly violating its intellectual property rights in relation to the "S-Lock" design for Louis Vuitton's handbags.
The owner refused to pay and said they were ready to face LV in court. The year-old model, who, on arrival, measured The model alleged that she was only informed via her agent in France, who received an email including the text "[she] came yesterday in Tokyo to do her final fitting, and she doesn't fit the exact same dress anymore.
She has a belly, her face is more puffy [sic] and the back of her dress is open and you can see it is tight.
The model stated that she has "received hundreds of messages from models" who have experienced similar mistreatment from the same Louis Vuitton casting director.
The casting director denied the allegations and explained the instructions regarding intake of water as a misunderstanding, that the model was instructed that her intake of liquids was to be limited to water.
From Wikipedia, the free encyclopedia. France-based international fashion house and luxury retail company. France . See also: Louis Vuitton designer.
France portal Companies portal. Retrieved 9 September Bloomberg Business. Retrieved 15 February Louis Vuitton. Archived from the original on 1 May Retrieved 24 April Contemporary fashion.
Guatemala: St. James Press. Bloomberg L.