There are always reasons to buy or not to buy. What is unique about Louis Vuitton is that they provide the customer with a reason to buy and eliminate the reason not to buy. The originality of the various approaches Louis Vuitton used is what gives them the advantage.
In 2003, Hata wrote the widely read book, Louis Vuitton Japan-The Building of Luxury, which was initially published in Japanese but later translated into French and English. The book covers the twenty eight years of Hata's experience from the time he joined Louis Vuitton to take over a brand that, at that time, lacked an identity and was little developed in Japan. He turned it into the most sought after brand in Japan. This development was instrumental in giving Louis Vuitton a "new breath of life". This book is full of creative and practical ideas.