Louis Vuitton’s continued success can be attributed to consistently upholding its core values and remaining loyal to its travel-centric heritage. In addition to its partnership of the 2012 America’s Cup, Louis Vuitton has also improved its digital presence — from charting its history on Facebook to launching an app that enables customers to share travel experiences. The brand remains committed to engaging new markets, making it the top gift brand for the Chinese luxury consumer this year. The brand also made its first foray into fragrance in decades with the announced launch of a signature scent by legendary perfumer Jacques Cavallier-Belletrud. Over time, this progressive expansion could prove to be a successful direction for the luxury brand, or it could be to the detriment of its exclusivity and perceived authenticity. If Louis Vuitton strikes the right balance between scale and desirability, however, there is no doubt that its position as one of the world’s premier luxury brands will remain strong.