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Competition<br />LVMH competes in the luxury market with an array of small private and publicly held companies that make d...
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  1. 1. Competition<br />LVMH competes in the luxury market with an array of small private and publicly held companies that make designer clothing, wine, watches, and other luxury goods. Unlike LVMH, most of these companies usually have only one brand in their portfolios. The most direct competitors to LVMH are Pinault-Printemps-Redoute (PPR), a French luxury holdings company that includes such brands as Yves Saint Laurent and Gucci, and Compagnie Financière Richemont, a Swiss luxury company that includes such brands as Cartier and Montblanc. <br />PPR is a French retailer and luxury goods company. It is very similar to LVMH in both size and earnings, both earning over $23 billion in revenue in 2009, but LVMH is much more profitable. Its 18.5% operating margin is over three times as large as PPR's 5.1% operating margin. One distinct advantage LVMH holds over PPR is international diversification: PPR relies upon European sales for 70% of its revenue [27], whereas Europe represented 38% of LVMH's revenue in 2009. Though a majority of PPR's brands are luxury, it also owns Puma, a sportswear line for men and women that is more affordable and as a broader consumer base, thereby increasing its market. The luxury brands that directly compete with LVMH fall under Gucci Group and are: Alexander McQueen, Bottega Veneta, Balenciaga, Yves Saint Laurent, Stella McCartney, Gucci, Boucheron and Sergio Rossi. <br />Compagnie Financière Richemont is much smaller than LVMH in terms of revenue, but earned a similar operating margin on its revenue in 2009. Richemont is primarily focused on watches and jewelry (51% of the company's 2009 sales were from the jewelry division an industry that PPR is only tangentially involved in (some companies under Gucci Group produce watches and jewelry) and which constituted only 5% of LVMH's 2009 sales. Therefore, in its main business Richemont does not face stiff competition from either company. The most competition comes from the fashion and leather goods divisions, namely Dunhill, Azzedine Alaïa, Shanghai Tang, Chloé and the leather goods brand Lancel. All are luxury brands and compete directly with LVMH. [28] <br />Valentino Fashion Group S.p.A is an international luxury goods conglomerate. It owns the prestigious brand Valentino as well as luxury brand Hugo Boss. It also has licenses for Marlboro Classics and M Missoni (a lower-priced line inspired by the designs of privately-owned Missoni). Valentino Fashion Group also has its own brands: Lebole, Oxon and Portrait. In addition, Valentino Fashion Group owns 45% of the luxury American brand Proenza Schouler. Like LVMH, Valentino owns a number of other luxury brands including Valentino and Hugo Boss produce apparel, accessories and fragrances for both men and women. Both conglomerates sell their goods side-by-side in luxury department stores as well as freestanding boutiques. <br />Christian Dior is a luxury goods company designing men's and women's fashion and accessories. It operates over 235 boutiques worldwide. In 2010 it plans to target its emerging asian market especially China and Singapore. Its range of goods includes fashion and leather, watches and jewelry, perfumes and cosmetics, wines and spirits, and Dior couture. It owns a 42% stake in LVMH and LVMH CEO Bernard Arnault and family control Christian Dior. Therefore a major part of their revenue comes from LVMH brands. <br />Company 2009 Revenue (mm; $US) Revenue Growth from 2008 Operating Profit Operating Margin Total Stores (end FY09) European Revenue as % of Total LVMH [29] $24,440 0.8% $4,530 18.5% 2,300 38% Pinault-Printemps-Redoute (PPR)[30] $23,683 (16.8%) $1,199 5.1% 919 70% Compagnie Financière Richemont [31] $5,176 (4.5%) $830 16.0% 1,400 40.5% Valentino Fashion Group (Year ended April 2009)[32] $3,145 3.00% $353 11.22% 1,600 N/A Christian Dior [33] $25,432 20.3% $4,534 17.8% 235 (boutiques) 37% <br />References<br />Key Trends and Forces<br />LVMH's luxury status and ultra-wealthy clientele leads to constant sales.<br />LVMH's brands target customers in the wealthiest ranks of the globe who buy luxury goods. In one of LVMH's biggest markets, the United States, comfortably affluent consumers (those that make between $100,000 and $149,999 a year) formed 12% of the nation in 2008. In addition, super-affluent (yearly income between $150,000 and $249,000) and ultra-affluent (yearly income greater than $250,000) made up 6 and 1.9 percent of the population respectively.[23] LVMH's brands cater to an affluent consumer who, despite a recession, still have more disposable income than middle-to-lower income individuals. This level of stability in sales is seen only in the top tier luxury retail market, and distinguishes LVMH from near luxury brands and retailers such as Abercrombie & Fitch Company (ANF) and Nordstrom, which count on sales to aspirational customers from the middle class. This advantage has proven valuable in 2008 as the U.S. and European economies slid into a recession. Revenues decreased throughout the retail industry, however LVMH is one of few retailers whose revenue and net profits increased in 2008. Revenue grew 4.3% to $24 billion.[15] In addition, due to its luxury image the prices for LVMH's goods are higher than those of retailers such as ANF and Nordstrom. This means they make a higher margin per item sold, leading to higher profits. <br />Since the middle of 2009 the luxury goods market has been rebounding from the slump caused by the global recession. Global luxury goods industry sales are expected to grow 4% in 2010 after a painful 8% decline in 2009, according to Bain & Company's Luxury Goods Worldwide Market Study. US retail sales in the luxury segment increased 15.5% year-over-year in April after a 22.7% surge in March. Consulting firm Unity Marketing reports that much of the growth is coming from super-rich households with incomes over $250,000. This group increased spending by 22.6% in Q1 2010. Tiffany, LVMH, Hermes, and Saks all reported strong profit gains in Q1 2010. [24] <br />International diversification protects LVMH from regional downturns.<br />LVMH's revenue is derived from operations spanning the globe, with the U.S. as its largest single contributor of revenue (23% in 2009).[17] However, LVMH received 35% HYPERLINK quot; http://www.wikinvest.com/stock/LVMH_Moet_Hennessy_L.V._(LVMUY)quot; quot; _note-lvmh3quot; quot; quot; [17] and 33%[17] of revenue from Europe and Asia, respectively, in 2009, creating a diversified stream of revenue that protects LVMH from suffering significantly if one geographic region's economy trends downward. This has proven important as the U.S. economy went into a recession in 2008. Sales in the United States decreased by €166 million ($232 million) in 2008. HYPERLINK quot; http://www.wikinvest.com/stock/LVMH_Moet_Hennessy_L.V._(LVMUY)quot; quot; _note-lvmh5quot; quot; quot; [25] In addition, sales in Japan decreased by 93 million € ($130 million) in 2008.[25] These sales decreases were more than compensated for by revenue increases in LVMH's other regions, namely Europe, Asia (excluding Japan) and Australia. Higher sales in those regions have resulted in overall increased sales for the company. <br />Region 2009 Revenue ($MM) Revenue Change from 2008 (%) United States$5,6211.7% France$3,4211.7% Rest of Europe$5,132(11.1%) Japan$2,4441.7% Rest of Asia$5,62117.0% Australia$2,1991.8% <br />Counterfeits and knockoffs crowd out authentic sales and hurt LVMH's brand image.<br />In June 2008 LVMH won a lawsuit against EBay (EBAY), in which the luxury retailer claimed the online auctioneer allowed auctions of fake LVMH products. The court system determined that eBay was a broker of sales, rather than a host for sales, that was accountable for misconduct engaged in through its brokerage. eBay was ordered to pay nearly € 40 million (approximately $63 million) to LVMH's brands.[26] The decision verifies that online markets have an accountability to verifying that their sites do not permit or allow for unlawful commercial activities, a significant victory for manufacturers over black market sales and knock-offs. However, counterfeit goods are not only sold online, but also by street vendors in America (specifically New York City) and China. LVMH has taken additional steps to defend its brand image though seeking legal action against counterfeiters in countries such as China, Korea, Thailand and Italy. LVMH is seeking to stop the production of counterfeit products and sue those responsible for their sale and distribution. <br />Competition<br />LVMH competes in the luxury market with an array of small private and publicly held companies that make designer clothing, wine, watches, and other luxury goods. Unlike LVMH, most of these companies usually have only one brand in their portfolios. The most direct competitors to LVMH are Pinault-Printemps-Redoute (PPR), a French luxury holdings company that includes such brands as Yves Saint Laurent and Gucci, and Compagnie Financière Richemont, a Swiss luxury company that includes such brands as Cartier and Montblanc. <br />PPR is a French retailer and luxury goods company. It is very similar to LVMH in both size and earnings, both earning over $23 billion in revenue in 2009, but LVMH is much more profitable. Its 18.5% operating margin is over three times as large as PPR's 5.1% operating margin. One distinct advantage LVMH holds over PPR is international diversification: PPR relies upon European sales for 70% of its revenue [27], whereas Europe represented 38% of LVMH's revenue in 2009. Though a majority of PPR's brands are luxury, it also owns Puma, a sportswear line for men and women that is more affordable and as a broader consumer base, thereby increasing its market. The luxury brands that directly compete with LVMH fall under Gucci Group and are: Alexander McQueen, Bottega Veneta, Balenciaga, Yves Saint Laurent, Stella McCartney, Gucci, Boucheron and Sergio Rossi. <br />Compagnie Financière Richemont is much smaller than LVMH in terms of revenue, but earned a similar operating margin on its revenue in 2009. Richemont is primarily focused on watches and jewelry (51% of the company's 2009 sales were from the jewelry division an industry that PPR is only tangentially involved in (some companies under Gucci Group produce watches and jewelry) and which constituted only 5% of LVMH's 2009 sales. Therefore, in its main business Richemont does not face stiff competition from either company. The most competition comes from the fashion and leather goods divisions, namely Dunhill, Azzedine Alaïa, Shanghai Tang, Chloé and the leather goods brand Lancel. All are luxury brands and compete directly with LVMH. [28] <br />Valentino Fashion Group S.p.A is an international luxury goods conglomerate. It owns the prestigious brand Valentino as well as luxury brand Hugo Boss. It also has licenses for Marlboro Classics and M Missoni (a lower-priced line inspired by the designs of privately-owned Missoni). Valentino Fashion Group also has its own brands: Lebole, Oxon and Portrait. In addition, Valentino Fashion Group owns 45% of the luxury American brand Proenza Schouler. Like LVMH, Valentino owns a number of other luxury brands including Valentino and Hugo Boss produce apparel, accessories and fragrances for both men and women. Both conglomerates sell their goods side-by-side in luxury department stores as well as freestanding boutiques. <br />Christian Dior is a luxury goods company designing men's and women's fashion and accessories. It operates over 235 boutiques worldwide. In 2010 it plans to target its emerging asian market especially China and Singapore. Its range of goods includes fashion and leather, watches and jewelry, perfumes and cosmetics, wines and spirits, and Dior couture. It owns a 42% stake in LVMH and LVMH CEO Bernard Arnault and family control Christian Dior. Therefore a major part of their revenue comes from LVMH brands. <br />Company 2009 Revenue (mm; $US) Revenue Growth from 2008 Operating Profit Operating Margin Total Stores (end FY09) European Revenue as % of Total LVMH [29] $24,440 0.8% $4,530 18.5% 2,300 38% Pinault-Printemps-Redoute (PPR)[30] $23,683 (16.8%) $1,199 5.1% 919 70% Compagnie Financière Richemont [31] $5,176 (4.5%) $830 16.0% 1,400 40.5% Valentino Fashion Group (Year ended April 2009)[32] $3,145 3.00% $353 11.22% 1,600 N/A Christian Dior [33] $25,432 20.3% $4,534 17.8% 235 (boutiques) 37% <br />LVMH Moet Hennessy Louis Vuitton engages in the manufacture and sale of luxury products worldwide. The companyโ€™s luxury goods include wines and spirits; fashion and leather goods; perfumes and cosmetics; and watches and jewelry. Its wine and spirits product line primarily consists of champagne, sparkling and still wines, cognac, and various other luxury spirits. The companyโ€™s fashion and leather goods product portfolio comprises trunks, leather goods, ready-to-wear, shoes, jewelry, accessories, sunglasses, books, eyewear, childrenโ€™s wear, and silk accessories. Its perfumes and cosmetics product line includes fragrances, make-up, and skincare products. The company also engages in the specialty retailing of luxury goods. As of December 31, 2009, it operated approximately 2,423 stores worldwide. The company was founded in 1854 and is headquartered in Paris, France…<br />กำเนิด Louis Vuitton (LV)<br />โลโก้ LV อักษรเพียง 2 ตัวที่กลายเป็นสินทรัพย์มูลค่าสูงติดอันดับโลก ย้อนไป 152 ปี ตำนานแบรนด์หรูของ Louis Vuitton เริ่มจากธุรกิจครอบครัวผลิตกระเป๋าเดินทาง (trunk) แต่สิ่งที่ทำให้ trunk ที่มีโลโก้ LV แตกต่างจนดูพรีเมียมนั้นก็คือ elegance, creativity, innovation และ tradition อันได้แรงบันดาลใจจาก “Art of Travel” ที่แฝงอยู่ในกระเป๋า LV ทุกใบ<br />ในยุคต้น LV trunk ได้รับความนิยมมาก เพราะนอกจากคุณภาพดี ทนทาน น้ำหนักเบา และดีไซน์สวย ความเป็นนวัตกรรมที่วิวัฒนาการอยู่เสมอก็เป็นอีกปัจจัยสำคัญ Louis Vuitton พัฒนากระเป๋าตามรูปแบบการเดินทางใหม่ๆ ที่เข้ามามีอิทธิพลต่อไลฟ์สไตล์คนแต่ละยุคอยู่เสมอ จากกระเป๋าไม้ขนาดใหญ่ในยุคที่คนเดินทางด้วยรถไฟ ไปสู่กระเป๋า canvas กันน้ำขนาดเบาลงเมื่อคนเริ่มเดินทางทางเรือ จนถึงยุคเครื่องบินและรถยนต์ จาก trunk ใบใหญ่ก็เล็กลงเพื่อฟิตกับช่องเก็บกระเป๋าบนเครื่องและในรถ<br />นอกจากนี้ นวัตกรรมอย่างเช่น know-how หรือเทคนิคที่ Louis Vuitton คิดค้นนำมาปรับปรุงกระเป๋าอยู่ตลอดเวลา ก็เป็นอีกสิ่งที่ทำให้สินค้าได้รับยกย่องทางด้านคุณภาพ เช่น ระบบล็อกที่ทำให้ LV ได้ชื่อว่าเป็นสุดยอด security bag กระเป๋าทุกใบจะมี registered key ที่ทำขึ้นมาเพื่อใช้ได้กับกระเป๋าใบเดียว แต่ถ้าลูกค้าซื้อกระเป๋า LV เพิ่มและต้องการใช้กุญแจเดียว บริษัทก็จะ unified รหัสให้ใช้ได้กับกระเป๋าใหม่ และทุกข้อมูลจะถูกบันทึกอย่างถาวร ไม่ว่าจะนานเท่าไรข้อมูลก็ยังอยู่ และอัพเดตทุกครั้งที่ลูกค้าติดต่อกับร้านหรือบริษัท หากลูกค้าทำกุญแจหาย บริษัทจะออกกุญแจใหม่ส่งให้ทันทีที่ตรวจสอบความเป็นเจ้าของกับฐานข้อมูลเรียบร้อยแล้ว<br />ปัจจุบัน สินค้าหรูในแบรนด์ LV ไม่ได้มีแค่ผลิตภัณฑ์กระเป๋าและ accessories ที่เกี่ยวกับกระเป๋าเท่านั้น แต่ยังขยายไลน์ไปทำรองเท้าหนัง เสื้อผ้าสำเร็จรูป นาฬิกา และเครื่องประดับจิวเวลรี่ อีกด้วย แต่สินค้าทุกไลน์ก็ยังคงความพรีเมียม ทั้งนี้ คงไม่ใช่เพียงเพราะความประณีตสวยงามและคุณภาพอย่างเดียว แต่อีกส่วนสำคัญคือ ระบบควบคุมอิมเมจที่เข้มแข็ง ดังที่กลุ่ม LVMH บอกไว้ในหน้าเปิดเว็บไซต์บริษัทว่า<br />“ชื่อเสียงทุกวันนี้เริ่มจากสินค้าที่มีคุณภาพดีที่สุด ส่วน Brand Power ก็มาจาก heritage & tradition ของแบรนด์ที่สะสมมานานจนเป็นสินทรัพย์ที่ประเมินค่าไม่ได้ วันนี้…เราจึงต้องควบคุมทุกรายละเอียดอย่างเข้มข้น เพื่อรักษาอิมเมจของแบรนด์เอาไว้”<br />How did you know about Louis Vuitton?<br />เหตุที่กระเป๋าค้าของ LV ได้รับยกย่องมาคุณภาพดีที่สุด เพราะระบบ QC ที่มีประสิทธิภาพ เช่น การทดสอบคุณภาพกระเป๋าเดินทางขนาดเล็ก-กลาง บริษัท LV ใช้วิธีใส่ของหนัก 3.5 กก. ในกระเป๋า จากนั้นใช้เครื่องยกแล้วปล่อยลงมาที่พื้น ทำอย่างนี้เป็นเวลา 4 วันเต็ม ส่วนกระเป๋าสะพายจะใช้วิธีฉายแสงอัลตราไวโอเลต เพื่อดูความทนทานของกระเป๋า พร้อมทั้งทดสอบรูดซิปขึ้นลง 5 พันครั้ง เป็นต้น<br />Monogram ลาย Cherry Blossom ของ LV เป็นผลงานที่บริษัทร่วมกับทีมของทาคาชิ มุรากามิ ศิลปินชาวญี่ปุ่น ร่วมกันพัฒนาขึ้นมา ซึ่งเป็นรุ่นที่มีการใช้สีสันสดใสเหมาะกับชื่อรุ่น และทำขอบกระเป๋าเป็นโลหะ รุ่นนี้ทำรายได้ถึง 300 ล้านเหรียญสหรัฐ ต่อปี<br />แบรนด์ Marc Jacob เป็น luxury brand น้องใหม่ในกลุ่ม LVMH ที่ได้รับถ่ายโอนมรดกและวัฒนธรรมทางคอนเซ็ปต์มาจาก Louis Vuitton เต็มๆ เพียงแต่จะปรับลุคให้ดูทันสมัยกว่าจับกลุ่มลูกค้าอายุอ่อนกว่า<br />เว็บไซต์ที่ได้รับอนุญาตจาก Louis Vuitton ให้ขายสินค้าแบรนด์ LV โดยผ่านการรับรองของบริษัท ก็คือ www.eluxury.com ขณะที่เว็บ bagnstyle ก็เป็นอีกเว็บที่เปิดมาเพื่อขายกระเป๋า LV หลากหลายรุ่น ส่วนเว็บที่มีคนนิยมไปซื้อขายกระเป๋า LV มากที่สุดก็คือ ebay (แต่บ่อยครั้งที่เป็นของปลอมจนเจ้าหน้าที่ต้องโพสต์ tip ในการดูกระเป๋า LV ของจริง)  <br />Louis Vuitton today<br />[edit] Advertising campaigns<br />Louis Vuitton store in Houston<br />The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses such as Jennifer Lopez and most recently Madonna in its marketing campaigns. Breaking from their usual traditions of employing supermodels and celebrities to advertise their products, on August 2, 2007, the company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along with Steffi Graf, Andre Agassi, and Catherine Deneuve. Many rappers, most notably Kanye West, have mentioned the company in certain songs.<br />The company commonly uses print ads in magazines and billboards in cosmopolitan cities. It previously relied on selected press for its advertising campaigns (frequently involving prestigious stars like Steffi Graf, Andre Agassi, Gisele Bündchen and Catherine Deneuve) shot by Annie Leibovitz. However, Antoine Arnault, director of the communication department, has recently decided to enter the world of television and cinema: The commercial (90 seconds) is exploring the theme quot; Where will life take you?quot; and is translated into 13 different languages. This is the first Vuitton commercial ad ever and was directed by renowned French director Bruno Aveillan.[9]<br />[edit] Products<br />The store in Yekaterinburg (Russia)<br />The shop front on Champs-Elysées, Paris<br />Since the 19th century, manufacture of Louis Vuitton goods have not changed: Luggage is still made by hand.[4] Contemporary Fashion gives a preview of the creation of the LV trunks: quot; the craftsmen line up the leather and canvas, tapping in the tiny nails one by one and securing the five-letter solid pick-proof brass locks with an individual handmade key, designed to allow the traveler to have only one key for all of his or her luggage. The woven frames of each trunk are made of 30-year-old poplar that has been allowed to dry for at least four years. Each trunk has a serial number and can take up to 60 hours to make, and a suitcase as many as 15 hours.quot; [4]<br />Many of the company's products utilize the signature brown Damier and Monogram Canvas materials, both of which were first used in the late 19th century. All of the company's products exhibit the eponymous LV initials. The company markets its product through its own stores located throughout the world, which allows it to control product quality and pricing. It also allows LV to prevent counterfeit products entering its distribution channels. Louis Vuitton has no discount sales nor does it have any duty-free stores. In addition, the company distributes its products through LouisVuitton.com.[4]<br />[edit] Brand<br />The Louis Vuitton Brand and the famous LV monogram are among the world's most valuable brands. According to a Millward Brown 2010 study, Louis Vuitton is the world's 29th most valuable brand, right after Wells Fargo and before Gillette . The brand itself is estimated to be worth USD 19.781 billion.[10]<br />[edit] Counterfeiting<br />A genuine Louis Vuitton purse.<br />Louis Vuitton is one of the most counterfeited brands in the fashion world due to its image as a status symbol. Only a small fraction of products bearing the LV initials in the general population are authentic. Ironically, the signature Monogram Canvas was created to prevent counterfeiting.[11] In 2004, Louis Vuitton fakes accounted for 18% of counterfeit accessories seized in the European Union.[12]<br />The company takes counterfeiting seriously, and employs a team of lawyers and special investigation agencies, actively pursuing offenders through the courts worldwide, and allocating about half of its budget of communications to counteract piracy of its goods.[4] LVMH (Vuitton's parent company) further confirmed this by stating that quot; some 60 people at various levels of responsibility working full time on anti-counterfeiting in collaboration with a wide network of outside investigators and a team of lawyers.quot; [13] In a further effort, the company closely controls the distribution of its products.[4] Until the 1980s, Vuitton products were widely sold in department stores (e.g. Neiman Marcus and Saks Fifth Avenue). Today, Vuitton products are primarily available at authentic Louis Vuitton boutiques, HYPERLINK quot; http://en.wikipedia.org/wiki/Louis_Vuittonquot; quot; cite_note-Contemporary_Fashion-3quot; [4] with a small number of exceptions. These boutiques are commonly found in upscale shopping districts or inside luxury department stores. The boutiques within department stores operate independently from the department and have their own LV managers and employees. LV has recently launched an online store, through its main website, as an authorized channel to market its products.[14]<br />] Controversy and disputes<br />Louis Vuitton vs. Britney Spears video<br />On November 19, 2007 Louis Vuitton, in further efforts to prevent counterfeiting, successfully sued Britney Spears for violating counterfeiting laws. A part of the music video for the song quot; Do Somethin'quot; shows fingers tapping on the dashboard of a hot pink Hummer with what looks like Louis Vuitton's quot; Cherry Blossomquot; design bearing the LV logo. Britney Spears herself was not found guilty, but a civil court in Paris has ordered Sony BMG and MTV Online to stop showing the video. They were also fined €80,000 to each group. An anonymous spokesperson for LVMH stated that the video constituted an quot; attackquot; on Louis Vuitton's brands and its luxury image.[15]<br />Louis Vuitton vs. Darfur Charity<br />On February 13, 2007 Louis Vuitton sent a Cease and Desist order to artist Nadia Plesner for the quot; reproductionquot; of a bag that infringes Louis Vuitton's Intellectual Property Rights.[16] The reproduction referred to is a satirical illustration that depicts a malnutritioned child holding a designer dog and a designer bag. The illustration is featured on T-shirts and posters, with all profits going to the charity quot; Divest for Darfurquot; . The artist defended her quot; Simple Livingquot; campaign and her right to artistic freedom in a written response to Louis Vuitton on February 27, 2008, calling attention to the lack of the famous monogram, further asserting that the illustration refers to 'designer bags' in general, with no specific mention of the Louis Vuitton brand in either the illustration or any associated campaign material.[17] On April 15, 2008, Louis Vuitton notified Plesner of the lawsuit being brought against her. It has been reported that Louis Vuitton is demanding $7,500 (5,000 Euro) for each day Plesner continues to sell the Simple Living products, $7,500 for each day the original Cease and Desist letter is published on her website and $7,500 a day for using the name quot; Louis Vuittonquot; on her website. In addition, it is alleged that Louis Vuitton is demanding that the artist pays Louis Vuitton's legal costs, including $15,000 to cover additional expenses the company has incurred in protecting their intellectual property rights.[18] The contested image was removed from Plesner's website for an extended period. Although an alternative image is now used for Plesner's fundraising campaign, the original image has since reappeared and is featured prominently on the site.<br />New York Magazine reported, based on information provided by an LVMH spokeswoman, that Louis Vuitton attempted to stop the case from going to court, but that they were forced to take legal action when Plesner did not respond to their original request to remove the contested image, nor to the subsequent Cease and Desist order. According to the article, the LVMH spokeswoman also claimed that Plesner was attempting to conceal the lengths that LVMH went to in order to quot; prevent the lawsuit.quot; [19] These claims did not align with Plesner's published response to the Cease and Desist order,[17] and the article has since been criticized for not allowing Plesner to respond to the claims made by LVMH, particularly as the magazine had been in contact with her only days earlier<br />

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