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Louis Vuitton Paris Montaigne Store

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The visual merchandising strategy of the Louis Vuitton Paris Montaigne Store.

Published in: Marketing
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Louis Vuitton Paris Montaigne Store

  1. 1. Meryème TRICOIRE VISUAL MERCHANDISING
  2. 2. SUMMARY A/ The Brand B/ Stores dissemination C/ Store communication D/ The Visual Retailing Concept E/ Visual Space Plan / Mock shop F/ Bespoke tour of the spaces and in-store displays > Entrance > In-store > Shop windows
  3. 3. A/ THE BRAND ❖ The brand was founded in 1854 by Louis Vuitton ❖ A gold monogram on brown colour,an eponymous LV initials and a brown damier are one of the brand codes. ❖ It belongs to the LVMH group since 1987. ❖ LV is a luxury french brand with an international recognition. Louis Vuitton (1821-1892) Ads in 1898 NY Manhatan Staff:9 000 Revenue in 2014:€ 30 billions Shops:466 in 66 countries Industry:Retail
  4. 4. B/ STORES DISSEMINATION http://fr.louisvuitton.com/fra-fr/magasins/ - 466 shops - 66 countries - Present in the entire world
  5. 5. B/ STORES DISSEMINATION http://fr.louisvuitton.com/fra-fr/magasins/ - North America - South America - Central America - Europe - Africa
  6. 6. B/ STORES DISSEMINATION http://fr.louisvuitton.com/fra-fr/magasins/ - Asia - Middle East - Oceania
  7. 7. B/ STORES DISSEMINATION http://fr.louisvuitton.com/fra-fr/magasins/ - Zoom in France: Paris Bordeaux Cannes Courchevel Deauville Lille Lyon Marseille Monaco Nice Saint Tropez Strasbourg Toulouse ● LV Paris Champs-Elysées (av. des Champs Elysées) ● LV Paris Vendôme (Place Vendôme) ● Paris Printemps Haussmann (Bvd Haussmann) ● LV Paris Montaigne ○ 22, avenue Montaigne ● LV Paris Saint-Germain- des-Prés (Bvd Saint- Germain) ● Les Galeries Lafayette (Bvd Haussmann) ● Le Bon Marché (Rue de Sèvres)
  8. 8. C/ STORE COMMUNICATION The LV Montaigne store is located in a strategic (luxurious) and international area (near les Champs-Elysées)with heavy traffic. The target are the affluent travelers and adventurers (international HNWI and UHNWI)and the HENRYS (High Earners Not Rich Yet). The retail outlet of Montaigne avenue is modelled with all the component of: ● The brand image and brand values which are Innovation, Modernity and Style, ● and collection represented: a selection of a wide range of LV products for men and women. This unified vision, created thanks to the store decor along with merchandise, conveys a warm welcome and encourage us to move forward, to discover the magic LV world and live a personalized experience.
  9. 9. C/ STORE COMMUNICATION This feeling is accentuated with the use of very fine materials such as wood,leather,tissue,velvet sofa and marble. The store has been thought and designed in the spirit of a luxury private Parisian appartment with a “feeling home” mood. Women section is on the ground floor whereas men section is on the first floor. We assume that the women level do the highest volume of sales.Plus,it seems to carry the full collection. A clean circular staircase leads into the men area. These elements together generate a polished and sophisticated luxury concept store where Art and Fashion are merged to create a unique,precious and appealing shopping atmosphere. Beautiful works of art and out of the box art objects are disseminated in the store.
  10. 10. D/ VISUAL SPACE PLAN / MOCK SHOP
  11. 11. D/ VISUAL SPACE PLAN / MOCK SHOP
  12. 12. E/ THE VISUAL RETAILING CONCEPT LV montaigne is a trendy and elegant commercial concept focusing on the ready-to-wear collection, leather goods,shoes,jewelleries,watches and accessories for men and women. Key seasonal trends are highlighted into in -store window displays.Hot shop displays are found immediately inside the store entrance, featuring the latest trends. Soft and pastel tones of brown and beige feature accross the two floors (A/B store level hierarchy). Technology is at the forefront of LV montaigne retail, placing the store at the leading edge of store design but without being overused and seen as gimmicky:
  13. 13. E/ THE VISUAL RETAILING CONCEPT ● In the small selling spaces we can find large interactive window screens that are displaying current catwalk collections. ●Shoppers can also enjoy the thrill of browsing in-store on tablets left at their disposal. The merchandise category works accross classifications,departmental displays that focus on shoes,bags,luggages,accessories,… Bust forms are used to draw attention to some displays such as scarves. Elegant silhouettes are displayed to highlight a style. They create a complete defined looks.They are used to inspire a look,a fashion trend. Wall fixtures, qualitative mobiliers and retail shelving, display cases,…are visually pleasing.
  14. 14. E/ THE VISUAL RETAILING CONCEPT Lighting also plays at LV Montaigne store an integral part. In fact the whole store is lit with light. It is used to: ●Flood the fixtures with enough light so that the customers can easily find what they are looking for. Flood fittings give an ambient light to the whole. ●Some items are lit with fluorescent / shaddy strip lighting that gives an overall ambient light that is both effective and efficient.
  15. 15. E/ THE VISUAL RETAILING CONCEPT LV is definetely using different lamp fittings and each of which perform a different role within the display. Lighting is clearly not the most economical item on LV visual merchandising budget. It is of good quality, the lighting is effective along with the fixtures, helping the display to stand out. We also can notice that compared to the men department (on the 1st floor),the ground floor (women department)has more light.The men department has a cosy, subdued and softened atmosphere. WOMEN DEPARTMENT MEN DEPARTMENT
  16. 16. F/ BESPOKE TOUR OF THE SPACES & IN-STORE DISPLAYS (Entrances)
  17. 17. F/ BESPOKE TOUR OF THE SPACES & IN-STORE DISPLAYS (In-store)
  18. 18. F/ BESPOKE TOUR OF THE SPACES & IN-STORE DISPLAYS (In-store)
  19. 19. F/ BESPOKE TOUR OF THE SPACES & IN-STORE DISPLAYS (In-store)
  20. 20. F/ BESPOKE TOUR OF THE SPACES & IN-STORE DISPLAYS (shop windows)
  21. 21. THANK YOU!

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