Louis vuitton

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Louis vuitton

  1. 1.  Term used for goods and services high in prestige and credibility (Baek, Kim & Yu, 2010) Association with exclusivity, status and quality Social Marker
  2. 2.  ―A luxury item that extraordinary people would consider ordinary is at the same time an extraordinary item to ordinary people‖ (Kapferer & Bastien, 2009, p.314).
  3. 3.  Founded in 1854 by Louis Vuitton
  4. 4.  Products: › Luxury Trunks, leather goods, shoes, watches, sunglasses, etc. Began by building trunks Collaborated with the Nazi’s to increase their wealth 1896: Patent on monogram The monogram created to prevent fakes
  5. 5.  Products: › Luxury Trunks, leather goods, shoes, watches, sunglasses, etc. Began by building trunks Collaborated with the Nazi’s to increase their wealth 1896: Patent on monogram The monogram created to prevent fakes
  6. 6.  No promotions or sample sales › Value will stay high if there is no sales The bag represents the story Customization to their products › Mon Monogram Bag should demonstrate that the consumer is: › Successful, fashionable and elegent
  7. 7.  #1 brand preferred by the Chinese › Social status is important to them › Chinese manufacturers have created many products (fake)
  8. 8.  90% of Japanese own Louis Vuitton Louis Vuitton kept prices high during recession even though their stock dropped, in order to keep their status
  9. 9.  Print ads and Billboards Use of celebrities and models Appear in music video’s › Kanye West, Juicy J, Wiz Khalifa, Britney Spears › Britney Spears sued for due to fake Louis Vuitton monogram in music video LMVH devotes over 10% of annual sales to marketing Positioned fashion & Lifestyle magazines
  10. 10.  3 major goals › Associate brand to high quality and emotional values › Gather testimonials › Drive them to the site via organic search
  11. 11. Extrinsic and Intrinsic
  12. 12.  Consumers with extrinsic aspirations spend money on good that would display status and wealth in society (Yann, 2010). Conspicuous consumption
  13. 13.  Consumers with intrinsic aspirations spend money on goods solely for their own pleasure and satisfaction, not for others to view them as wealthy (Yann, 2010) Quality search Psychologically less impacted by the opinions of others
  14. 14.  An advancement from the Middle Ages (Han, Nunes & Drèze, 2010) Male attractiveness is increased by status manipulation but males are generally not influenced by status manipulation, therefore, a females attractiveness would not increase by signaling status (Dunn & Searle, 2010)
  15. 15.  ―Handbags are the engine that drive luxury brands today‖ (Han et al., 2010, p.18).
  16. 16.  Wealthy  Wealthy Buy discreet branded  Buy conspicuous branded products (―quiet‖) products (―loud‖) Do not want to be  Money does not stop associated with the them from buying discreet middle class branded products, but their desire for status Do not buy luxury goods to show off status (intrinsic  Buy luxury goods to show aspiration) off status (extrinsic aspiration)
  17. 17.  Not wealthy enough to  Not wealthy enough to afford authentic luxury afford authentic luxury goods goods Want to be associated  No interest in being with parvenus since they associated with the appear to be wealthy due wealthy to the use of loud products  Not interested in buying luxury goods Poseurs are more likely to buy knockoff luxury goods
  18. 18.  LVMH: World Wide leader of luxury goods Group Mission and values: › Be creative and innovative › Aim for product excellence › Bolster the image of brands with determination › Act as entrepreneurs › Strive to be the best in all they do
  19. 19.  60 people work full time against counterfeiting Shut down internet sites, stores and plants that sell fake goods Work’s with the police in France Collaboration with external investigators and lawyers
  20. 20.  Actions carried out in China, Korea, Thailand and Italy Louis Vuitton Values: Respect the company’s heritage – (Brand Protection)
  21. 21.  Louis Vuitton vs. Warner Bros – The Hangover 2 Louis Vuitton vs. Britney Spears (Sony BMG & MTV) Louis Vuitton vs. Hyundai Louis Vuitton vs. Hairdresser in HongKong
  22. 22.  Authentication tag › Could be added to products already bought through a boutique or via mail Long code linking the bag to the website
  23. 23.  Atwal, G., & Williams, A. (2009). Luxury brand marketing -- The experience is everything! Journal Of Brand Management, 16(5/6), 338-346. Baek, T., Kim, J., & Yu, J. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(27), 662-678. Deuk-Kyu, B., & Wonsuk, C. (2009). Hyundai Genesis: Taking the Korean car to the next level. SERI Quarterly, 84-93 Dunn, M. J., & Searle, R. (2010). Effect of manipulated prestige-car ownership on both sex attractiveness ratings. British Journal Of Psychology, 101(1), 69-80. Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal Of Brand management, 16(5/6), 347-363. Han, Y., Nunes, J., & Drèze, X. (2010) Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30. Kapferer, J., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal Of Brand Management, 16(5/6), 311-322. Mercedes-Benz S-Class facts and figures. Retrieved May 30, 2012, from http://www.mercedesbenz.ca Monga, A., & John, D. (2010). What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal Of Marketing, 74(3), 80-92. Scemama, C. (2011, July 8). Le marché du luxe en pleine ébullition. L’express. Retrieved from http://lexpress.fr Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study--three conceptual dimensions. Marketing Review, 3(4), 459-478. Wang, H. (2008). Innovation in product architecture—A study of the Chinese automobile industry. Asia Pacific Journal Of Management, 25(3), 509-535. Yann, T. (2010). Personal aspirations and the consumption of luxury goods. International Journal Of Market Research, 52(5), 653-671.

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