Louis Vuitton, every mention
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every year anyone David Rosenthal 29Ben Gilbert 26
Verbatim, from the transcripts: the passages where Louis Vuitton comes up
Ferrari: What happens when you staple a luxury brand to a sports team? (Audio) · Acquired
- ▶ 1:00:55 David Rosenthal The primary ingredient in French luxury is the dream, and specifically the dreamlike connection to French royalty and this, like, mostly imagined past that, you know, if you buy a Birkin bag or if you buy a Louis Vuitton trunk, you too
- ▶ 2:03:29 David Rosenthal If we were talking about Louis Vuitton or Hermes or Patek Philippe or Rolex, this would be all bad.
- ▶ 3:14:27 David Rosenthal By and large, at least with the current slash older generation, car guys are very different than like, you know, Hermes collectors or, you know, LV fans or,
Formula 1: Fast cars, celebrities, and B2B software (Audio) · Acquired
- ▶ 3:23:19 Ben Gilbert So the LVMH deal is a hundred million dollars per year, and that's the Louis Vuitton banners everywhere, Tag Heuer being the official timekeeping sponsor, the LV trunk, and of course they spray Moet all over each other on the podiums.
Rolex (Audio) · Acquired
- ▶ 8:24 Ben Gilbert Louis Vuitton and Hermes.
- ▶ 3:15:23 David Rosenthal This is like the, uh, the Bernard Arnault story, buying, uh, Louis Vuitton out of Boussac.
- ▶ 3:41:08 David Rosenthal In a way that Hermes or Louis Vuitton or Chanel or the like, they're managing their own customer relationships.
- ▶ 4:12:30 Ben Gilbert It's quite tempting to say that Rolex is Louis Vuitton and that Patek is Hermes, but Rolex isn't quite Louis Vuitton.
- ▶ 4:12:41 Ben Gilbert Yeah, they are very careful stewards of the brand in a way that Louis Vuitton will slap it on t-shirts.
- ▶ 4:14:09 Ben Gilbert 30% of the Swiss watch industry, other categories don't have this kind of outsized winner, even in handbags where Louis Vuitton is so, I mean, they print money, print money, somewhere around 20%.
- ▶ 4:14:29 Ben Gilbert Louis Vuitton doesn't do this.
Hermès (Audio) · Acquired
- ▶ 7:41 Ben Gilbert Louis Vuitton himself.
- ▶ 11:38 David Rosenthal Louis Vuitton was an orphan.
- ▶ 14:16 David Rosenthal Before all this, before this era, there's no way that this evolves into Hermes, or honestly that Louis Vuitton and what he's doing with luggage and with trunks, there's no way that that evolves into Louis Vuitton.
- ▶ 14:30 David Rosenthal And Vuitton have one really important client, a key influencer, so to speak, that they both land at this time.
- ▶ 14:41 Ben Gilbert I remember Louis Vuitton's key client was the Empress Eugenie.
- ▶ 15:04 David Rosenthal Like, I think Louis Vuitton was the royal laitier, I believe, and he packed the trunks.
- ▶ 15:18 David Rosenthal Eugenie and everything going on at this time makes Louis Vuitton and makes Thierry Hermes.
- ▶ 15:28 David Rosenthal Vuitton and luggage, that is inherently of the world that's coming, the modern world.
- ▶ 15:41 David Rosenthal And Louis Vuitton and trunks and luggage, it all translates directly.
- ▶ 24:47 David Rosenthal You need a flat pack trunk that Louis Vuitton is going to make for you.
- ▶ 1:01:37 David Rosenthal here's the products, here's the brand you're buying, here's the LV, etc.
- ▶ 1:43:29 David Rosenthal The other thing that he did, which was huge, was he had the very same realization that Henri Racamier had at Louis Vuitton, and we foreshadowed this earlier.
- ▶ 1:43:42 David Rosenthal Louis Vuitton in the 19 seventies was
- ▶ 1:44:47 David Rosenthal And I think to this day is a huge part of the defensibility of Hermes and Louis Vuitton too.
- ▶ 2:05:58 David Rosenthal And then two, the internationalization and discovering and running the same playbook that Racamier ran at Louis Vuitton.
- ▶ 2:56:03 David Rosenthal Louis Vuitton, which as we talked about, has the same caliber of heritage and history as Hermes.
- ▶ 2:56:09 Ben Gilbert It could have Hermes's gravity if it wanted to, but instead you can buy a checkerboard
- ▶ 2:56:15 Ben Gilbert Cotton sweatshirt with a 120 LVs on it.
- ▶ 2:56:19 David Rosenthal They are having the same level of success, the same margins.
- ▶ 2:58:25 David Rosenthal For everything we've talked about with Louis Vuitton and how successful that's been, it's polarizing.
- ▶ 3:25:46 Ben Gilbert Louis Vuitton has no ability to switch gears and say, ooh, it's important to compete on the vector of handcrafted.
- ▶ 3:25:55 Ben Gilbert They have to serve too many customers, but Erez doesn't.
- ▶ 3:27:30 Ben Gilbert At Louis Vuitton, it's something like 13 times, so there's this ease of creation.
- ▶ 3:27:48 Ben Gilbert And at Louis Vuitton's immense four-floor global store in Tokyo, 40% of all sales are made in the first room, which sells only monogrammed handbags, wallets, and other leather goods.
- ▶ 3:29:15 Ben Gilbert I mean, the only thing that it has in common are these goods are sold at a phenomenal margin, just like Louis Vuitton, but I sort of came around to this idea that actually we're not making any of the same points at all.
- ▶ 3:29:46 David Rosenthal But there's Hermes and there's Louis Vuitton.
- ▶ 3:45:16 Ben Gilbert So, for example, you know, Louis Vuitton has the branding, they have exclusivity, but the craftsmanship isn't there.
- ▶ 3:56:25 Ben Gilbert And Louis Vuitton and Hermes, on the face of it, do the same thing.
- ▶ 3:56:41 Ben Gilbert Is an entirely different puzzle than the pieces that fit together to create Louis Vuitton.
- ▶ 3:56:59 Ben Gilbert There's a large number of people for whom Louis Vuitton and Hermes are not actually in a consideration set together ever, and I think that's fascinating.
Holiday Special 2023 (Audio) · Acquired
- ▶ 18:12 David Rosenthal And now you have a whole closet in your house filled with Louis bags.
- ▶ 18:46 Ben Gilbert I don't mean like a Louis Vuitton suitcase.
- ▶ 19:27 Ben Gilbert I'm curious, would you describe anything that you own that way, other than things that are obviously that way, other than some, like, Louis Vuitton suitcase that you have, or some, I don't know what you have, but you've got some Rolexes.
Nike (Audio) · Acquired
- ▶ 2:44:29 David Rosenthal The Jordans are Nike's Louis Vuitton trunk.
- ▶ 2:59:51 David Rosenthal That is a very intentional decision by Nike not to capture that value, and I think the reason they do it is to make all of this work, to make the dream work in a way that is applicable to everybody on the planet and not just Louis…
- ▶ 3:01:04 David Rosenthal That's not Louis Vuitton.
Porsche (with Doug DeMuro) · Acquired
- ▶ 50:56 Ben Gilbert They're three times, four times more expensive than regular luggage, but like they're not a Louis Vuitton truck, right?
- ▶ 2:07:44 Ben Gilbert I remember reading when Louis Vuitton first started coming out with the more approachable wallets and clutches and ways that you could tiptoe into participating in the brand story.
- ▶ 2:08:04 Ben Gilbert Sort of told, you know, we're still Louis Vuitton.
- ▶ 2:46:01 David Rosenthal I think from a brand perception, that's true, but from the operations of the company, it really is, it's Louis Vuitton.
- ▶ 2:46:06 David Rosenthal Like, they make a, Louis makes a lot of stuff.
- ▶ 2:46:15 Ben Gilbert Porsche is Louis Vuitton.
- ▶ 3:07:38 Ben Gilbert They have some cash-sensitive buyers.
Lockheed Martin (Audio) · Acquired
- ▶ 2:38:37 David Rosenthal Louis Vuitton and Moet Hennessy merged, not because they liked each other, or because there was a business reason, they merged for, like, practicalities and to avoid dying and getting taken over by hostile raiders.