From Handbags to Wallets... How Fashion Accessories Specialist 'Louis Quatorze' Achieved Luxury Popularization [Hidden Business Story]

Louis Quatorze, Famous for Accessories like Wallets, Bags, and Belts
Established as a Masstige Brand After Attracting Domestic Companies
Popular Among Young People for College Entrance and Birthday Gifts...

Photo by Louis Quatorze Official Blog Capture

[Asia Economy Reporter Kim Suwan] There is a 'masstige' (mass prestige) brand that differentiates itself from high-end luxury brands like Louis Vuitton, Chanel, and Gucci. It is the French fashion brand 'Louis Quatorze,' famous for its high-quality wallets and bags. Popular as gifts for college admissions or birthdays, Louis Quatorze has captured the hearts of young consumers with its luxurious designs and reasonable prices. Now acquired by a domestic company and steadily growing with a focus on younger generations, how did Louis Quatorze establish itself as a representative masstige brand?

◆ The Birth of Louis Quatorze...French Sensibility and Craftsmanship

Louis Quatorze (LOUIS QUATORZE) began in 1980 when Paul Barrate, a descendant of a French artisan family, founded Creation De Versailles (CDV) in Versailles.

At that time, Barrate named the brand 'Louis Quatorze' after King Louis XIV, the Sun King, who worshipped art and beauty, to reinterpret the luxurious aristocratic culture, artistic atmosphere, and craftsmanship of 17th-century France in a modern way.

Barrate first introduced Louis Quatorze's premium leather products, combining the aristocratic lifestyle of the Louis XIV era with contemporary sophistication, at his boutique located in Place Vend?me, Paris's fashion district. This led to meeting British businessman George Washington, which helped the brand gain recognition in the global market.

Since its inception, Louis Quatorze has launched handcrafted leather product collections infused with French sensibility and craftsmanship every season, starting with its first product collection, the SIGNATURE COLLECTION, in 1980.

Additionally, as the brand expanded and leather product production increased, Louis Quatorze established its first handcrafted product processing line in 1981. This enabled skilled French leather artisans to produce products efficiently with their expertise, building the brand's unique tradition of craftsmanship.

Photo by Louis Quatorze official blog capture

◆ Louis Quatorze History...Leaping from France to Korea

The Louis Quatorze logo, a symbol of the brand, was recreated by following the rose shape of the Versailles garden using the letters L and Q, embodying both the brand's tradition and modern beauty.

The luxurious and elegant wine color, along with the logo, is another symbol representing Louis Quatorze. Together, they have been applied in various forms on products, shaping the brand's unique image.

The brand entered the Korean market in 1990 through Taejin International. Recognizing Louis Quatorze's unique value early on, Taejin International acquired the domestic license in 1990 and launched the brand in Korea.

Although Louis Quatorze was born in France, its growth was more prominent in Asian markets, especially in Japan and Korea. However, in the early 2000s, as Louis Quatorze in Japan declined due to poor management, Taejin International, which had operated the Korean license for 16 years since 1990, actively considered acquiring the brand.

Subsequently, in November 2006, Taejin International acquired the French headquarters, making Louis Quatorze a domestically owned company, and this year marks its 40th anniversary.

Photo by Louis Quatorze official website capture

◆ After Domestic Acquisition...A Younger Management Style

Following the establishment of a French branch in 2008, Taejin International launched a premium line Paris collection in 2009, with all processes conducted in Europe. The brand gained attention by opening a flagship store in the Marais district, an emerging luxury street in Paris.

These efforts were eventually recognized in France. At that time, Taejin International CEO Jeon Yongjun received the Chevalier dans l'ordre des Arts et Lettres, a cultural and artistic merit medal from the French government, in 2013.

Currently, the management has undergone changes to pursue a new leap forward. Jeon Yongjun, the eldest son of founder Jeon Yongjun, joined in 2012 and became the sole CEO last year. He gained experience in Taejin International's strategic planning and finance departments.

CEO Jeon implemented bold collaborations, transparent and horizontal organizational structures, and new business ventures, growing Louis Quatorze from a single brand into a group with seven affiliated companies.

This structural change led to an expansion of diverse product lines that can attract the younger generation's demand. In particular, Louis Quatorze plans to continuously release unique collaborations and new products to become a brand that leads trends in the fashion accessories market.

Louis Quatorze at Galeries Lafayette in Paris, France. Photo by Yonhap News

◆ Targeting the 2030 Young Generation...Growing into a Semi-Luxury Brand

Famous for wallets, bags, and belts, Louis Quatorze opened a design studio in London in 2006 and sourced the finest leather materials from France and Italy to produce products domestically, competing through design and quality.

Since entering Korea, Louis Quatorze has maintained its original concept of recreating the culture and art of the Louis XIV era with a modern sensibility, aiming to be a new luxury brand by combining tradition with contemporary taste.

Louis Quatorze has strived for change by preserving the luxurious feel of French tradition while offering bold and trendy designs, unique collaboration products, and partnerships with emerging designers, satisfying the demands of young consumers.

In February, Louis Quatorze (CEO Jeon Sang-woo) unveiled the 2020 S/S season collection 'LOUIS JUNGLE; Day&Night'. Photo by Louis Quatorze official website capture.

Recently, targeting the individuality-valuing young millennial generation, Louis Quatorze unveiled the 2020 S/S season collection 'LOUIS JUNGLE; Day&Night,' harmoniously blending sophistication and unique style.

In particular, Louis Quatorze's quality is at a luxury level while maintaining reasonable prices and brand reputation, making it recognized as a semi-luxury, representative masstige brand in the fashion accessories sector. This is why it is popular as gifts for college admissions and birthdays.

In fact, Louis Quatorze revealed in 2018 that customers in their early 20s accounted for the highest proportion among all age groups based on an analysis of its buyers.

According to Louis Quatorze, the purchase ratio of the 10-24 age group under 24 years old was 22.2% in the same period in 2017 and rose to 29.6% in 2018, an increase of about 20% in number of buyers. Moreover, the purchase volume of the 10-24 age group increased by 21.5% compared to 2017.

In this survey, the most loved products among customers in their early 20s (20-24) were minimally designed bags. For customers under 19, including minors, small accessories like wallets were popular, especially mini wallets accented with pearl and crystal charms received positive responses.