Louis Vuitton is a prestigious French luxury brand established in 1854. It began as a luggage maker and has since expanded into clothing, accessories, and other luxury goods. With a presence in over 60 countries, Louis Vuitton is a global leader in luxury known for its elegance, innovation, and high quality craftsmanship. Its iconic monogram print and emphasis on timeless design have made Louis Vuitton products highly desirable status symbols worldwide.

1.
Louis
Vui(on:
a
world
of
elegance,
inspira6on
and
innova6on.
It
is
a
pres6gious
French
fashion
house
created
in
1854
to
develop
func6onal,
innova6ve
and
luxurious
luggage
to
adapt
to
the
new
means
of
transporta6on
at
that
6me.
With
a
presence
in
more
than
60
countries
and
a
great
brand
awareness,
it
has
become
a
worldwide
leader
in
the
luxury
industry.
Louis
Vui(on
offers
its
exper6se
and
know
how
to
bring
elegance
and
dis6nc6veness
to
its
crea6ons.
The
brand
has
created
6meless
legendary
products
that
have
become
blockbuster
products
while
staying
innova6ve
and
visionary.
Louis
Vui(on
offers
luxury,
trendy
and
high
quality
clothes
and
accessories
providing
a
personalized
service
to
its
consumers.
It
is
definitely
a
brand
that
represents
achievement
as
Louis
Vui(on
products
are
synonyms
of
status
symbol.
Finally,
the
brand
makes
its
customers
feel
hype
and
desirable.
Stephanie Amory
Astrid Böhlke
Ainara Corral
Jose Hernando
Monica Nocito
Sarah Pollet
1

2. Intangibles Origin : Creation of the brand in
Internal Benefits: Trendy and
1854. Louis Vuitton bags are still
legendary object.
mainly produced in France.
External Benefits: Luxury
Reputation: Prestigious and
image, status symbol (“I can
fashionable international brand.
afford it”).
Personality: Elegance,
Perceived Value: Expensive
timelessness and luxury.
products but worth it because
of the know how and high
Evolution: Great worldwide
quality.
expansion over time.
What
L.V.
Offers
Who
is
L.V.
Functional: Luxury and
trendy clothes, bags and Worldwide Presence: More than
accessories. 60 countries.
Process: Allows Presentation: Brand logo and
customers to buy items Monogram recognized everywhere
through the web. in the world.
Relationship: Highly Activities: High visibility through
personalized customer flagship stores and
service. Tangibles
sponsorship.
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3. l Internal benefits
¡ A Louis Vuitton product is a legendary object that can be
seen as a collector’s item.
¡ It keeps being trendy over time and it fits with every style.
¡ It represents achievement and it makes you feel hype and
desirable.
¡ As it is a timeless and legendary product you are not
taking any risks of being out of fashion.
l External benefits
¡ A Louis Vuitton product tells others that « you can afford »
luxury products.
¡ It makes you feel part of a group, a community.
¡ It shows others that you care about yourself, about your
style, your appearance.
l Perceived Value
Louis Vuitton products are luxury product and thus expensive
products but at a quite affordable price in comparison with
other luxury brands. The price is worth because Louis Vuitton 3
offers high quality, know how and tradition.

4. l Functional
¡ Louis Vuitton offers luxury and trendy clothes and accessories (especially bags) so that
consumers can follow a glamorous style with high-quality products.
l Process
¡ Louis Vuitton allows consumers to easily check its collections and buy items via the website.
Besides, it constantly updates and informs consumers about new tendencies and products
via email.
l Relationship:
¡ It has a highly personalized Customer
Service in shops and also
on the web page. This service manages to
make consumers feel special and unique.
E.g. : the brand offers its customers the
opportunity to carve their initials
on their bag.
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5. l Origin
¡ The brand, set up by Mr. Louis Vuitton, exists since 1854.
¡ Louis Vuitton, who was a visionary man, developed functional, innovative and luxurious
luggage to adapt to the new means of transportation that emerged at the time (car,
steamboat, plane, locomotive).
¡ The production is still mainly based in France (10 workshops) and is realized by highly
qualified workers. Spain has 2 workshops and USA has one.
l Reputation
¡ Prestigious French fashion house
¡ Know how and expertise
¡ Fashionable and luxurious products
¡ International reputation of the brand
l Personality
¡ The brand embodies elegance and modern luxury.
¡ Timelessness of Louis Vuitton’s Monogram and Damier printed matters while the brand
offers trendy products at the cutting edge of fashion at the same time.
l Evolution
¡ From one workshop created more than 150 years ago, Louis Vuitton went to merge with
Moët-Henessy to build up LVMH which is now the worldwide leader in the luxury industry.
¡ Worldwide expansion
¡ The brand diversified its product line over time and offers now bags, luggage, sunglasses,
clothes, perfumes, accessories.
¡ Louis Vuitton has created timeless products that have become blockbuster products while
staying innovative and visionary. 5

6. l Worldwide presence
¡ More than 60 countries.
¡ 320 Louis Vuitton boutiques around the world.
l Presentation
¡ The brand logo (LV) is incorporated into all the products.
¡ Brand awareness is built on the legendary Louis Vuitton Monogram that
represents one of the most valuable intangible asset of the brand.
l Activities
¡ Sponsoring of the Cup of America.
¡ The Louis Vuitton Foundation sponsors
contemporary art.
¡ Massive communication via the cinema and
television with special advertisement.
¡ Concept stores create a unique experience for
the consumer.
¡ High visibility around the shops.
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