28 Nov '16, 6am

Louis Vuitton's Revival Proves that Logos Are Not Dead.

Two years after toning down the use of its LV Monogram to counter logo fatigue among consumers, Louis Vuitton is winning back clients with the signature stamp. Demand for limited-edition handbags emblazoned with the logo helped drive a better-than-expected quarterly gain at owner LVMH Moet Hennessy Louis Vuitton SA’s fashion and leather-goods unit. Sales were “sharply up” in January, the world’s largest luxury-goods maker said yesterday, helping send Paris-based LVMH’s shares today to a 16-year high. “A lot of investors we talk to still have the perception that the monogram is an issue. It’s not,” said Melanie Flouquet, an analyst at JP Morgan Cazenove. Nurtured well with product releases, the company’s logo is “a key brand differentiator.” For the limited-edition line of bags marking Vuitton’s 160th anniversary, Creative Director Nicolas Ghesquiere and executive vice pres...

Full article: http://www.thefashionlaw.com/home/vuitton-revival-shows-l...

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