Louis Vuitton Malletier, a well-known brand which always referred as Louis or LV. LV has become a dream, icon, representatives of elegance essence which is widely used by the fashion media when being described (Pub Articles, 2012). In the year 1854, Louis Vuitton, started his French fashion in Paris with a suitcase store concept using his own name and the brand itself was later widely spread through the areas for its leather products for almost one century time. In addition, LVMH- Moët Hennessy Louis Vuitton SA, was then created through a $4 billion merger in 1987, is the world's leading luxury goods vendor, providing products –perfumes, designer handbags, jewelry, accessories, sunglasses and books (Funding Universe, 2000). The successful merging is one of the important aspects which made LV’s luxurious fashion image.
LVMH group mission is to represent around the world with the most refined qualities of Western `Art de Vivre’ and continues improvement in synonymous with both elegance and creativity. LVMH emphasizes on the word ‘Perfection’ by paying close attention towards every details in their products, at the same time making their products and cultural values embodied with blending tradition and innovation, kindle dreams and fantasies.
Nowadays, Louis Vuitton diversified their product lines. Besides bags and leather products, LV logo and monogram is not only on accessories, shoes, sunglasses, timepieces, and jewelries, but also other trend indicators such as books and stationeries. LV is the global current leading international fashion selling their products in authentic LV boutiques, upscale department stores and also through its online website. This is because LV products are high standard in terms of quality and status which are highly priced; their market is targeted and segmented for luxurious consumer which made them not easily affordable for regular consumer. With its increased market, LV has gained many rivals in the luxury brand industry such as Versace, Hermes, Burberry, Chanel, Prada, Gucci, Versace, Hermes and so on.
LVMH has become the star brand whilst focusing on their brand history, quality control, marketing buzz, and right designs as the key elements. Having its corporate strategy focuses on business diversification, merger and acquisition, LVMH has become the top producer of luxury products, engaging on all luxury market segments and global renowned brand, and its marketing activities are the organisation’s competitive advantages and core competencies through product quality, service quality, innovation and skills.