This presentation describes the journey of Louis Vuitton in Japan. It highlights the strategies adopted by Louis Vuitton to beat the competition in the fiercely competitive luxury market of Japan
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
The case study was given to us by our Professor in Business Policy and Strategy where we were to analyze Patagonia's achievements and successes as well as their downfalls, and give them new ways to expand their business. We took a look at they're corporate strategies, finances, and sales, and then provided feedback with data for where they should ultimately take their company which was described in the case analysis that was given to us.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
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.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
Probable Solution to HBR Case on Aqualisa Quartz. The Presentation consists of info about Channel Distribution, Development of Quartz Shower Valve, UK Shower Market, Initial Sales Results, 4Ps of Marketing for Aqualisa, A shift in Marketing Strategy.
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.
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.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
Procter & Gamble is one of the fastest and largest growing consumer market.
Case Study examines journey of P&G for Light Duty liquid Detergents in various aspects like promotion and development.
Aqualisa Quartz - Simply A Better Shower (HBR Case Study)Arjun Parekh
Probable Solution to HBR Case on Aqualisa Quartz. The Presentation consists of info about Channel Distribution, Development of Quartz Shower Valve, UK Shower Market, Initial Sales Results, 4Ps of Marketing for Aqualisa, A shift in Marketing Strategy.
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.
De Beers Consolidated Mines has successfully managed the global diamond industry for many decades, propping up prices at all stages of the value chain, reducing price volatility and increasing consumer demand. By the end of the 20th century, however, a series of forces threatened De Beer's role and profitability. New diamond mining firms were selling their production on the open market rather than through De Beers' Central Selling Organization. Can De Beers strategy beat their competitors and what was the competition situation? Find out, more in this presentation.
Gucci- Social Media Marketing Strategies using Internet & social networking s...Kriti Sangar
This ppt describes the usage of social networking sites being used by Gucci worldwide to market it self. Gucci is present on almost all the social networking sites like Twitter, Facebook, LinkedIn, eBlogger & what not! This ppt has been made with a lot of detailed & extensive research & I hope this helps other researchers as well & provides valuable Information to all. Cheers!
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.
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.
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed AttiaMahmoud Bahgat
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed Attia
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This presentation gives an overview about the concept of Category Management in Retail. It covers topic such as Visual Merchandising, Planogram, CM in Grocery Store vs Apparel Store
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
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2. Abstract
This case study deals with the opportunities and challenges of Louis Vuitton, the leading
European luxury sector multinational firm, in Japan, taking into account the unique features of
brand management, and integrating culture and consumer behavior in Japan. In the last decade,
Japan has been Louis Vuitton's most profitable market, but it seems that the global economic
crisis has resulted in a decline in sales. Facing a weak economy and a shift in consumer
preferences, Louis Vuitton has been adapting its unique strategy in the Japanese market. The
days of relying on a logo and charging a high price seem to be gone as there is more interest in
craftsmanship and value for money. To promote sales, the company has had to launch less
expensive collections made with cheaper materials. The brand has also been opening stores in
smaller cities, where the lure of the logo still works. Over the years, Japanese consumers have
demonstrated fascination with and passion for the iconic brand. What have been the keys to
Louis Vuitton's successful business model in the Japanese market?
3. What has made Louis Vuitton’s business model successful in the
Japanese luxury market?
4. Factor 2 : Insistence on maintaining and controlling its own distribution and sales
In a modern market where companies are constantly trying to get their products to as many
consumers as possible, Louis Vuitton maintained a strict code of only selling its products in its own
stores that it can constantly control and ensure that its customers are satisfied.
Louis Vuitton didn’t allow a large chain store, such as JCPenny, to sell its items within its stores.They
undoubtedly would garner more sales statistically; however, their brand image and its rarity would also likely be
damaged due to the brand now being much more easy to obtain .
Factor 1 : Simply sticking to designs and products that consumers instantly recognize and attribute to
the brand and its success around the world.
Louis Vuitton has maintained much of its original designs into what it sells today, including its classic propriety
logo and colour scheme that is one of the earliest examples of obtaining property rights within the luxury market.
The history of the brand, is an impressive accomplishment in an era where companies feel the
need to re-invent themselves every few years in the modern markets.
5. Factor 4 : Constant pro-activity and adapting to the Japanese market.
LV introduced newer product categories in the Japanese market, such as jewellery, watches and eyewear. The markets for
these products have grown rapidly, exceeding expectations. Louis Vuitton redesigned bags exclusively for the Japanese market
with a local flavour. The care given to establish the stores at the best possible locations in cities is another factor that has
attracted high-income customers Louis Vuitton products.
Louis Vuitton was able to improve its positioning in the market due to constant pro-activity and wise expansion in
the tertiary markets. For instance, after land prices decreased in the 1990s and with the global recession during
2007-2009, there were some changes in people’s shopping habits and lifestyles. Louis Vuitton reviewed them
carefully and reconsidered its line-up of merchandise.
Factor 3 : Louis Vuitton’s approach to quality.
Japanese consumers used to equate foreign products with high quality. Japanese consumers
expect their luxury items to last for a long time. Louis Vuitton has done so well in Japan is
because LV products fit this Japanese notion of imports being of higher quality.
Louis Vuitton’s prides itself on their quality. First, the leather raw material comes from cattle which are known for
less insect bites. After the leather is selected, it is put through several vigorous tests such as exposure to ultra
violet rays to determine fading. Once the leather passes these tests, teams of 20-30 LV employees produce single
product lines in an effort to minimize errors and were also encouraged to propose improvements. On top of their
extensive quality control measures, Louis Vuitton offers a lifetime repair guarantee on all of their products.
6. Opportunities
Wealthier Families and more purchasing power
Ready-to-wear collection
Louis Vuitton Internet Business
Louis Vuitton children’s line
Limited Edition Handbags
7. Challenges
Mass Counterfeiting of all types of luxury products
Reducing the dependence of revenues on the Japanese
market
Louis Vuitton will have to change with changes in demand
and market changes.
Competing with prices, while keeping up the quality
8. Japanese Luxury Market
• Japan is the world’s largest market and has the highest per capita spending for luxury goods
• Contribution of Japan to total revenue of famous luxury brands:
Company Number of Stores Share of Revenue
Bulgari 34 26%
Coach 115 22%
Salvatore Ferragamo 64 27%
Gucci 49 27%
LVMH 252 15%
Tiffany 50 20%
9. Consumer Behavior in Japan
• Compulsory form of social expression
• Preference was slowing moving from Quality to Affordability
Luxury became a commodity
10. Future Considerations
• Reduced price due to Exchange Rate Fluctuations, Manufacturing Costs and Quality
Considerations
• Rental of Bags
• Ageing population
• Cyclical Japanese Market
• Market was still expected to grow at 6 percent for the next few years
11. • First luxury brand to enter
japan in 1970’s
• Wholly owned subsidiary
• They took advantage of the
high demand in the
Japanese market
12. THE LIMITED EDITION MARKETING
STRATEGY
KEEPALL $1270 SPEEDY 35 $725 THE ALMA NORMANDE $1290
15. Threats:
• Change in consumer
preference
• Japanese women market
• Value of money
• Smaller purchases
• Christmas of 2008
Strategies to overcome:
• SWOT Analysis
• Focusing on
counterfeits
16. In 2008, the recession forced LV to lower their prices. This decrease in price made the
competition much stiffer
As of 2004, Japan accounted for 55% of Louis Vuitton’s revenues making them very
susceptible to any changes in Japan
The good news for Louis Vuitton is that the Japanese luxury market is cyclical. It is in
the Japanese market’s nature to fluctuate between periods of fiscal conservatism and
huge spending
Final Verdict: Although there was a continued decrease in the demand for luxury items in 2008-
2009, the Japanese market remained a relatively healthy and developing industry and hence it did
not affect Louis Vuitton drastically.
17. Product (Customer Value) – Luxury Goods
Luxury trunks, leather goods, ready-to-wear, shoes,
watches, jewelry.
Lifetime repair guarantee.
Quality control measures.
Price (Cost to Customer)
o High prices, even during recession time.
o In essence, the Louis Vuitton difference is VALUE, not price.
18. Place (Convenience for the Buyer) – Japanese Luxury Market
1977 – 1st LV Store
1980- economic boom in Japan / “Vuittonmania” / 20 million women owned a LV bag
1st multinational luxury house without the help of Japanese distributors. It established its own
subsidiary and exported products from France to Japan.
After recession caused by 9/11 attacks, LV redefined its strategy in Japan
19. Promotion (Communication) – Marketing Strategy
Louis Vuitton cultivates a celebrity culture and employs famous models and actresses (i.e. Jennifer Lopez,
Madonna).
LV uses print ads in magazines, and billboards in large cosmopolitan cities.
LV also has its 90-second commercial ad on TV asking “Where will life take you?” (Has been translated to 13
different languages)
Limited Editions: Marketing Strategy
20. Louis Vuitton – Company Profile
French Fashion House, started in 1854, Headquartered in Paris, France. Currently, division of holding company - LVMH
Sells products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and
books.
LV sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce
section of its website.
The company operates in 50 countries with more than 460 stores worldwide.
Revenue was $10 Billion in 2016
The Louis Vuitton company seeks to cultivate a celebrity following and has used famous models, musicians, and actors such as Keith
Richards, Madonna, Sean Connery, Hayden Christensen, Angelina Jolie, Gisele Bündchen and most recently David Bowie in its
marketing campaigns.
The company commonly uses print ads in magazines and billboards in cosmopolitan cities.
For six consecutive years (2006–2012), Louis Vuitton was named the world's most valuable luxury brand.
For six consecutive years, Louis Vuitton was number one of the ten most powerful brands list published by the Millward Brown
Optimor's 2011 BrandZ study with value of $24.3 billion. It was more than double the value of the second ranking brand.
Louis Vuitton is one of the most counterfeited brands in the fashion world due to its image as a status symbol. Ironically, the signature
Monogram Canvas was created to prevent counterfeiting.
21. Louis Vuitton – Case Abstract
In Japan, whether you are in Tokyo, Osaka or Nagoya, just turn your head and Louis Vuitton is everywhere.
A unique vision of luxury took shape when Louis Vuitton opened yet another new store inside Comme des Garçons on September 4,
2008, in the heart of Japan’s capital. The pop-up store situated on the prestigious Omotesando Street was an illustration of Louis
Vuitton’s attachment to the Japanese luxury market.
Yves Carcelle, chairman and CEO of Louis Vuitton, said, “This project not only brings a new meaning to luxury, but also speaks volumes
about how the know-how and heritage of Louis Vuitton have always been perceived in Japan, including by its foremost designers. We
are very proud to have been able to help Rei Kawakubo2 relive her memories in such an original and creative way.”
Louis Vuitton had been following an aggressive marketing strategy in the country, opening extravagant stores such as those in Ginza or
Roppongi. When Louis Vuitton, the world’s biggest luxury-goods firm, inaugurated its huge shop in 2002 in the district of Omotesando,
Tokyo, hundreds of people were queued outside. During the first few days, sales exceeded the initial estimations by ¥1 million.
In the last decade, Japan had been Louis Vuitton’s most profitable market, representing almost half of its profits, but it seemed that
with the 2008–2009 economic crisis, there might be the start of a decline in sales.
Facing a weak economy and a shift in consumer preferences, Louis Vuitton started adapting its strategy in the Japanese market. They
were no longer in a position to charge high price for products with their proprietary logo. The company had to launch relatively low
priced collections to boost sales. The firm had also been taking steps to open stores in other mid-size cities where the LV brand was
not well known.
Louis Vuitton might be French, but Japan had become the land of Louis Vuitton lovers. Over the years, Japanese consumers had
demonstrated fascination and passion for the iconic brand. What would be the key to Louis Vuitton’s continuing success in the
Japanese market?
Editor's Notes
What has made Louis Vuitton’s strong global business model successful in the Japanese luxury market can
be primarily explained by the business model being based on the efficiency of a finely tuned machine
fuelled by ever-increasing productivity in design and manufacturing. The multinational firm Louis Vuitton
has established a global but rigidly controlled distribution network from its headquarters, with exports from
Europe to other countries including Japan. Its brand management and positioning strategy in Japan have
also helped it to achieve business volume in Japan.
This can create a significant amount of problems for a company, one of which is that it limits the number of locations where your product may be sold.
Although this can be looked at as your product is more rare if you only sell it at your stores, some businesses may also argue conversely that you are losing out on sales opportunities by not allowing other stores to sell your products (Cavender & Kincade, 2014).
This can create a significant amount of problems for a company, one of which is that it limits the number of locations where your product may be sold.
Although this can be looked at as your product is more rare if you only sell it at your stores, some businesses may also argue conversely that you are losing out on sales opportunities by not allowing other stores to sell your products (Cavender & Kincade, 2014).
Threats!
Change in consumer preference
Japanese women market
Value of money
Smaller purchases
Christmas of 2008
New strategies to overcome them:
SWOT Analysis
Focusing on counterfeits
The global financial crisis has definitely impacted Louis Vuitton.
stiffer because
it because it became increasingly difficult to differentiate between similar products when all their
prices were the same.
Louis Vuitton also has become too reliant on the Japanese market
Although its reliance on Japan can be perceived as a weakness, Japan still is the luxury market of
the world.
In fact, although there was a continued decrease in the demand for luxury items in 2008-2009, the Japanese market remained a relatively healthy and developing industry
Another advantage Louis Vuitton has is its strong presence within the Japanese market. The combination of Louis Vuitton’s brand reputation with its wide proliferation of stores allows it to reap the rewards of the high fashion demand in the region