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.
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.
