Well, this blog is all about Louis Vuitton, but sometimes we look at other brands. What are the differences? In this article, I’ve researched Louis Vuitton’s two main competitors. I am not going to judge which one is the winner — Louis Vuitton vs. Hermès vs. Chanel — but I hope this article will give you some insight into each brand, how each was built, and how it is perceived by the audience.
Louis Vuitton
Louis Vuitton is considered the world’s largest luxury brand. According to Kantar’s BrandZ ranking, it has held the position of the most valuable luxury brand for 19 consecutive years, with a brand value of $129.9 billion in 2024. This French fashion house, founded in 1854, offers products such as leather goods, handbags, trunks, shoes, watches, jewelry, and accessories. Many of their products feature the iconic LV monogram, but they also offer leather items and even more precious materials like crocodile. To attract younger audiences, they collaborate with various streetwear brands and artists.
Louis Vuitton is also known for producing luxury items that are widely available, especially with their monogram canvas bags like the Neverfull, Speedy, and Alma, all of which are not made of real leather (except for parts like handles). These bags are considered luxury items but are more accessible in terms of price and availability compared to, for example, Hermès. Louis Vuitton also has a larger production capacity, and its items are more commonly found in high-end department stores, with no need to be waitlisted, unlike some other brands.
One interesting feature of the brand that sets it apart from others is durability. As the brand originally started as a trunk maker, they pay close attention to the wear and tear of their items. Talking about the materials, the signature Monogram Canvas is super durable, water-resistant, and resistant to scratches and wear. It’s made of coated canvas, which is strong and flexible, making it less prone to damage over time. Epi Leather, although it is a leather, is a textured leather that is resistant to scratches and scuffs, which is much more durable than smoother leather.
Also, Vachetta Leather is often used for handles and trims for monogram bags. Vachetta leather is untreated, which means it develops a unique patina over time. This is a very interesting feature of Louis Vuitton bags, as it doesn’t have a color coating, so it never fades or becomes transparent with time. And because it is untreated, it naturally tans as time goes on, making spots or scratches hard to observe as they blend in with the brown color.
For example, you can see this photo of an Epi leather bag — this bag is probably from the 80s or 90s, and although it does have some creases on the bottom, you don’t see much color fading or scratching in the main part. This is an example of a bag that ages well.
Hermès
Hermès is known for its exclusivity. Although it was founded in 1837, almost the same time as Louis Vuitton, it is more focused on the rarity of its bags. Its Birkin and Kelly bags are famously hard to get, often requiring a purchase history, which is rare for products at Louis Vuitton. Their bags are also hand-crafted, unlike, for example, the manufacturing process of Louis Vuitton’s Neverfull, which involves a combination of machine and handcrafting techniques. In terms of price points, their signature Birkin bags are much more expensive than Louis Vuitton’s signature bags, such as the Neverfull, Noé, Alma, or even Capucines. In that sense, we can say Hermès is aimed at high-net-worth individuals who appreciate artisanal production, whereas Louis Vuitton caters to a wider audience.
Hermès originally started as a brand specializing in horse-related goods. The company was founded in 1837 by Thierry Hermès in Paris, France. Initially, it focused on creating high-quality harnesses, saddles, and other equestrian accessories for the elite, particularly for horse-drawn carriages, which were essential at the time. Although it is now widely recognized as a bag brand, this underlying background is represented in the details of the items — all the items exude sophisticated, upper-class vibes.
For example, the Hermès Kelly bag was originally created in 1935 as the “Sac à dépêches,” designed by Robert Dumas, the son-in-law of Hermès’ founder. It was intended as a practical and stylish bag for carrying letters and documents, particularly for women who were traveling. The bag was renamed the Kelly after Grace Kelly was famously photographed in 1956, while she was pregnant with her first child, using the bag to shield her baby bump from paparazzi. The image of her carrying the bag instantly made the piece an international sensation. As you can tell from the example, Hermès is very intentionally marketing their products as exclusive items — showing that it is carried by a princess of Monaco. Hermès is strongly associated with the upper classes and is considered one of the most prestigious luxury brands in the world.
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Chanel
Chanel’s underlying story is about femininity and independence. It was founded by the legendary designer Coco Chanel in 1910. When Coco Chanel introduced the Chanel suit in the 1920s-1930s, she was challenging the restrictive, formal attire of women at the time, which typically involved corsets, long skirts, and cumbersome layers. The Chanel suit, with its comfortable, streamlined fit, offered women freedom of movement and practicality. This reflected Chanel’s belief that women should dress for comfort and independence, rather than conforming to outdated societal expectations.
As you can tell from the example of Chanel suits, the brand is about a modern, empowered woman who could be both stylish and professional. It gave women the ability to maintain a high level of femininity while also dressing for business or leadership roles. You can also see a lot of female executives wearing Chanel suits in formal settings.
Here are photos of Jackie Onassis, the first lady of the United States from 1961 to 1963, as the wife of President John F. Kennedy, wearing a black Chanel suit at a funeral in 1970, and Sheikha Moza, one of the three consorts of Sheikh Hamad bin Khalifa Al Thani, the former Emir of the State of Qatar, wearing a blue Chanel suit in 2023 for a UN speech. You can tell how time doesn’t matter when it comes to Chanel’s suit. It conveys the same message — independent and strong women.
Chanel is also very strong in cosmetics. Their foundations, lipsticks, and, of course, fragrances are some of the top-selling items in their cosmetics lines. You’ve probably heard of Chanel No. 5, or Chance, even if you’re not familiar with fragrances. Chanel is strongly associated with femininity, and that is probably why a lot of women (and men) who are aesthetic-conscious want to buy products from the brand, as it automatically enhances beauty and femininity in your appearance.
I hope you enjoy reading the article. These three brands each have unique strengths. I don’t judge people for choosing different things, and there are no absolute rules about brands — you can use a Birkin bag and an LV Monogram pouch, and wear Chanel No. 5. That’s absolutely possible. You don’t have to stick to one brand.
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