LEADERSHIP FOR A GLOBAL PROJECT

“Interior design has taught me discipline, retail sensitized me to the notion of cost, Ikea trained me to group projects and to cross-fertilize; these three work concepts accompanied me throughout my major developments within Louis Vuitton.”
Sabine Landolt

THE BRAND REMAINS FAITHFUL TO ALL THE VALUES THAT HAVE ASSURED ITS RENOWN

Many new lines of leather goods, the arrival of L’Ecriture, and the first LV watch required a deep and strategic reflection. This led me to segment collections: transmitting the different Louis Vuitton styles, I created specific areas related to product families and adapted the different needs of new furniture. Clear presentation patterns were required for each store type and size to maintain the brand’s consistency and keep the historic LV DNA intact. The architecture of the flagship stores, the design of furniture of the global stores, the elegant displays, and product presentation methods helped develop and perpetuate the new Louis Vuitton  look all around the world.

COHERENT IMAGE AND TRAINEE

This project was a logical continuation of the new positioning of the Louis Vuitton brand. The arrival of shoes and ready-to-wear gave rise to new store concepts. The traditional image of LV stores was revolutionized by new product offerings and a modernized architecture. The network now includes four categories of stores with different offers. This diversity requires clarity in the presentation of products and services and the tailoring of a sophisticated, trained staff integrated into the Louis Vuitton style.

LOUIS VUITTON PHILOSOPHY AND WORLDWIDE SET-UP

The Visual Merchandising Chart was a very big project that required flawless transversal work. I involved all major marketing departments such as the Merchandising, Architecture, Design, and Press departments in this development in order to create a tool for all, and to ensure an identical image communication around the world. After developing a real training strategy globally for Marketing and Sales departments, I implemented a broad educational campaign. All key hubs of the LV global network received pilot training in Paris and at worldwide headquarters. The Visual Merchandising Training Chart, the Color Game, and the Services and Packaging quiz were well-organized throughout. This program was also essential for newcomers to soak up Louis Vuitton’s philosophy.

“Versace repositions its brand. Logos are reviewed, new materials and color codes are defined, all packaging is redesigned, events follow the same line. My experience at Ikea and Louis Vuitton made me realize that although the brands’ products are extreme opposites, their communication and image policies must be processed with the same rigor. Both brands are recognizable by everyone, everywhere.”
Sabine Landolt

Corporate guidelines and samples

Once I had gathered the new materials, sticker samples, and cutout logos in as many materials as were necessary for a corporate event, I made sure they followed the new code and proceeded to develop a sample box. As shown next to the title, this box contained the samples and instructions for the use and implementation of Versace’s image for every network in the world. The Versace corporate events image was refurbished and streamlined. This development was of great value for worldwide Versace corporate events as it greatly simplified its brand image.