The document discusses luxury goods and the luxury brand Louis Vuitton. It defines luxury goods as high prestige items that signify status and exclusivity. Louis Vuitton is introduced as one of the oldest and most recognized luxury brands, known for leather goods, trunks, and its monogram logo. The document then examines how Louis Vuitton and other luxury brands market themselves through an emphasis on quality, social status, and limiting sales/promotions to preserve exclusivity.
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
A group presentation on Louis Vuitton. It is a case analysis given in the prescribed textbook by the university. We have brought the content up to date (2018) and tried to answer the questions related to the case. By reading this ppt, if you can get a general idea about their business model and their standings among competitor. Please let us know in case of any differences in your opinions or praise us for the good work if you liked it.
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
This is the project that our group prepared to assess the management of a luxury Italian brand in Chinese market. It includes a brief survey, inventory analysis in the local context, as well as the analysis and recommendations to enhance the brand's activities, which will benefit the brand equity in long term of the brand without damaging the brand image. The goal is to "translate" the language of the brand to convey the messages and preserve the importance of craftsmanship, connection with lifestyle, and the symbolism among Chinese consumers.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
Based on their history and latest work what does it say about Vuitton true core values.
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Luxury brands market their product in a way that creates great brand awareness, like Chanel N5 or RR Phantom. This prsentation talks about how these brands sell without selling, Have a look at a common framework, analyse 8Ps abstractions and Examples
A presentation on the case study - Louis Vuitton. This was created by Pearl Gupta, PEC University of Technology during the course of a marketing internship under Prof. Sameer Mathur.
This is the project that our group prepared to assess the management of a luxury Italian brand in Chinese market. It includes a brief survey, inventory analysis in the local context, as well as the analysis and recommendations to enhance the brand's activities, which will benefit the brand equity in long term of the brand without damaging the brand image. The goal is to "translate" the language of the brand to convey the messages and preserve the importance of craftsmanship, connection with lifestyle, and the symbolism among Chinese consumers.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
Based on their history and latest work what does it say about Vuitton true core values.
ouis Vuitton Malletier – commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly /ˈluːiː viːˈtɒn/), or shortened to LV – is a French fashion house founded in 1854 by Louis Vuitton. The label is well known for its LV monogram, which is featured on most of its products - this ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.[2][3]
Luxury brands market their product in a way that creates great brand awareness, like Chanel N5 or RR Phantom. This prsentation talks about how these brands sell without selling, Have a look at a common framework, analyse 8Ps abstractions and Examples
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
4. Term used for goods and services high in
prestige and credibility (Baek, Kim &
Yu, 2010)
Association with exclusivity, status and
quality
Social Marker
5. ―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).
9. 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
10.
11.
12. 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
13. 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
14. #1 brand preferred by the Chinese
› Social status is important to them
› Chinese manufacturers have created many
products (fake)
15.
16. 90% of Japanese own Louis Vuitton
Louis Vuitton kept prices high during
recession even though their stock
dropped, in order to keep their status
17.
18. 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
19. 3 major goals
› Associate brand to high quality and
emotional values
› Gather testimonials
› Drive them to the site via organic search
29. Consumers with extrinsic aspirations
spend money on good that would
display status and wealth in society
(Yann, 2010).
Conspicuous consumption
30. 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
31. 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)
32. ―Handbags are the engine that drive
luxury brands today‖ (Han et
al., 2010, p.18).
33.
34.
35.
36. 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)
37. 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
38.
39.
40. 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
41. 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
42. Actions carried out in
China, Korea, Thailand and Italy
Louis Vuitton Values: Respect the
company’s heritage – (Brand Protection)
43. 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
44.
45. Authentication tag
› Could be added to products already bought
through a boutique or via mail
Long code linking the bag to the website
46.
47. 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.