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Louis Vuitton in Boston goes 'global'
Louis Vuitton introduced a line of readytowear clothing in 1997, but until now, Boston's access to LV was limited to leather goods and accessories. This week, in yet another sign of the city's burgeoning retail cache, the French luxury goods retailer began selling readytowear at its expanded boutique at Copley Place.
"We feel like there's enough potential in the market, and what we've seen is a lot of Boston customers purchasing readytowear in some of our existing stores," says Daniel Lalonde, president and CEO of Louis Vuitton North America. "We take a very selective approach to readytowear. It's a category we launched several years ago, but we're really playing at the high end of the market."
The company added clothing more than 10 years ago when it hired designer Marc Jacobs as creative director. Since that time, Jacobs has modernized Vuitton handbags, introducing collaborations with Stephen Sprouse and Takashi Murakami, and designed Louis Vuitton's fashion offerings. Jacobs's designs for Vuitton are quite different than his own lines.
"When he works for Vuitton, he's tuned into the tradition of the brand," says Philippe Schaus, Louis Vuitton's international senior vice president. "When you talk to him, you see how he constantly goes back to the archives and tries to understand the brand."
Vuitton the man started selling luggage under his name in Paris in 1854. Jacobs's clothing emphasizes the company's link to jetset travel with luxurious fabrics and playful designs.
To accommodate the readytowear line, the Copley store has doubled in size to 7,200 square feet and will also carry leather goods, shoes, and accessories. It is the brand's 15th "global store" in North America, meaning it carries all lines.
"To me, Boston is the European side of North America. With the architecture and the fashion,[url=http://www.sport.fr/smartphones/moncler.asp]moncler homme[/url], it feels like something in between Europe and North America, and because of that, it's always been a great area for us.".