Henderson believes the success of brands such as Louis Vuitton are about a migration to quality over a long period of time: such that the “luxury business has been getting stronger and stronger and stronger. If you track back 20 years, there has been constant growth,” he says. Indeed, the notion of quality and craftsmanship is a huge seller – LV’s recent ad campaign has traded actresses with pouty red lips for studious seamstresses lovingly stitching pockets.
But in a sea of mega Mulberrys, Pradas, Guccis and the rest, what is it about Louis Vuitton that has made it the supreme king of New Bond Street? “It cleverly juggles exclusivity with mass appeal. It’s got carefully controlled distribution, and presents products beautifully. Shopping at a “maison” is an experience,” says Henderson.
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