Louis Vuitton was founded in 1854 in Paris and is known for its Monogram Canvas print designed in 1896. It expanded globally in the 1920s and launched signature bags in the 1930s. In 1959 it began using Monogram Canvas for small leather goods and in 1987 merged with Moet Hennessy to form LVMH. Today it operates over 300 stores globally and is the 26th most valuable brand worldwide known for ultra-luxury goods, tradition, and status.
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.
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.
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.
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]
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.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
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.
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!
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.
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]
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.
The features of the global marketing of luxury products (on the example of lo...diana_vardanyan
Aim - determine the characteristics of global production marketing and develop practical recommendations for the implementation of marketing strategies companies in the global market.
1 part
was studied the international marketing strategies
were identified the features of of the global marketing of luxury products
2 part
was examined the activity of a conglomerate LVMH
was analyzed the market for luxury goods and the competitive environment
3 part
were developed recommendations for the company Louis Vuitton in global marketing
were developed practical recommendations in the global marketing field for companies operating in the sphere of luxury goods
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.
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!
This study by Mohamed Mazhoud will cover main aspects of Louis Vuitton (LV)’s strategic processes as an organisation and will underline the organization type, purpose, mission, vision, and objectives that sustain its organisational structure.
Management of Fashion and Luxury Companieskgvsanthosh
What is Fashion?, What is Luxury?, Luxury Segments in Retail, Fashion market segmentation, Business models, Business model framework, communication of brands, Global Retail Trends, Retail Distribution channel and its types.
Reference link:- https://www.coursera.org/learn/mafash#syllabus
A 2015 case study about Louis Vuitton concerning: brand extension, decrease of visible logo, developments in China, ... by Frederic Derbaudrenghien, and useful inside his company www.kngasia.com's brand management department. Made for MBA sources at UIBE, IFCM, Sorbonne Paris 1 university.
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed AttiaMahmoud Bahgat
Luxury Brands (15th Alex Marketing Club) by Mr.Mohamed Attia
to attend & Get the Address Confirm to me on Pvt WhatsApp
#Mahmoud_Bahgat
00966568654916
#Marketing_Club
Only If you are a Marketer Register as a member & or a Speaker in the link
http://goo.gl/forms/RfskGzDslP
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جروبات خاصة عالواتساب ب
محبي العمل فالتسويق فالمستقبل
غير عاملين بالتسويق حاليا للتعلم
■ أهم الإعلانات والأفكار والكتب في التسويق■
■■ *بدون كلام ولا سلام ولا شكرا*■■
فقط اشتراك الجروبات
وليس حضور اجتماعات نادي الماركتينج
■ *(الماركتيرز لهم جروبات خاصة)*■
ويستطيعوا حضور الاجتماعات الشهرية ولنا
■ اشترك في جروب واحد منهم فقط دوس على اللينك ■
Marketing club 19 (Future)
https://chat.whatsapp.com/IqDyV0a7GcPIKhcSKan8zD
Marketing club 20 (Future)
https://chat.whatsapp.com/Kt0SlWIeh3n8JPNrUKBOX8
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Marketing Club Middle East
Since 29 October 2015
We have 7 groups whatsapp
with 750 marketers
From all middle east
since 9 years
& now 13 more groups
For Marketing Club Lovers as future Marketers
Many non Marketers yet have asked to Attend the Club
((We Wish All can Attend,But Cant right now but soon we will..))
Criteria for attending Marketing Club Meetings
•••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
Must be only Marketer
Also Previous Marketing experience
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
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《 *Unmatched Criteria*》 till we allow all soon
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join our What'sApp group
Marketing Lover Future Club Group
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《 *Unmatched Criteria*》
For Conflict of Interest
Also Can't attend
If Working in a Marketing Services Provider
=not Hotel or tourism
=not Restaurant
=not Advertising
=not Event Manager
=not Market Researcher
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this Club for Only Marketers
Soon will open for all
Very Soon we will have
■ Business Leaders Club ■
For Sales Managers & Directors
Will be Not for Marketers
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جروب وصفحة الماركتينج كلووب عالفيسبوك
#Marketing_Club Group on Facebook
https://www.facebook.com/groups/837318003074869/
Now we can talk freely In all marketing topics
As open discussion all the time
On our Facebook group
Without disturbing anyone
on our 16 what'sApp groups
To keep what's app groups simple &to the point
Only 2 or 3 posts daily
■اتكلم براحتك على الفيسبوك■
وخلي الواتساب صور وكتبو وبوستات كاملة فقط حتى لا نزعج الناس
اشترك الآن في صفحة الفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
اشترك الآن في جروب الفيسبوك
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لتسجيل بيناتك لتصلك بعض المحاضرات لو أمكن عالايميل
http://goo.gl/forms/RfskGzDslP
#Marketing_Club
#Mahmoud_Bahgat
00966568654916
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La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
What Makes Candle Making The Ultimate Bachelorette CelebrationWick & Pour
The above-discussed factors are the reason behind an increasing number of millennials opting for candle making events to celebrate their bachelorette. If you are in search of any theme for your bachelorette then do opt for a candle making session to make your celebration memorable for everyone involved.
Gujarat Details in Hindi for children's for presentation in school
Louis Vuitton - Vibhor Arora
1.
2. Brand and the History
Founded in 1854, by Louis
Vuitton: Malletier a Paris
1896 Georges Vuitton
designed the famous
„Monogram Canvas‟
1920 - Global Expansion
1930 – signature bags
launched
3. Brand and the History
1959 – started using Monogram
Canvas for Purses, Bags, and Wallets
1987 – LVMH formed
1998 – Marc Jacobs appointed as the
Art Director
2000 – Launched new product lines
2009 – More than 300 stores globally.
– Opened new stores in Brazil,
India & China
4. The Company
Louis Vuitton Moët Hennessy -
LVMH - world's largest luxury
conglomerate
60 different brands
Headquartered in Paris, France
The merger between the luxury
leather goods company Louis
Vuitton and the liquor company
Moet Hennessy took place in
1987. CEO is Bernard Arnault
5. LVMH Companies & Brands
This information is sourced from company‟s website – www.lvmh.com
9. LV – The Brand Value
26th spot on the
„BrandZ Top 100
Most Valuable
Global Brands 2011‟
list
6th spot on „Top 15
Luxury Brands‟ list
LV brand is worth
$24.3 billion (23%
of company‟s value)
10. The Brand Identity
• Ultra Luxurious Goods, Monogram, High
Quality
• Elegant, Subtle, Comfort, Classy
• Legacy, Tradition
• Art of travel, Craftsmanship, Exclusivity, Elite
Clientele
• Understated Luxury, Affluence, Success
• Symbol for Social Status
11. The Brand Experience
Exclusive Stores | Advertisements and Celebrity Endorsements
Public Relations | Brand Recognition | Different treatment for
Rich-&-Famous than a regular customer | Association with the
Brand Community | Customers from top 1% on affluence scale
14. The Elite LV Community
Louis Vuitton‟s brand community is the unique
group of elite loyal customers that seek validation
from fellow buyers for their choice of brand and the
superior quality of product than other brands.
To create a Brand Community, LV has all the
required elements:
Strong Brand Story / Associations
Collaboration Among Customers
Identifiable Brand elements
Unique Culture
15. Key Competitors
Although LVMH (parent company) owns or has
stakes in majority of luxury labels but still they are
not untouched from the competition from brands of
similar stature, such as:
16. Differentiation
With such a cut-throat competition in hyper-luxury
goods market, LV leverage their Heritage, Quality
and “No Discounts” factors to differentiate from
competition
Price is never a differentiator, because luxury goods
industry works against the law of economics. More
price leads to more sale and desirability factor
LV‟s association with top celebrities, more than any other
competitor brand, also helps in attracting more
customers.
17. What’s Next? - Recommendations
Focus on its core activity of producing leather
products and they should scrap the product lines that
are not generating much profit such as: certain
accessories, perfumes, books, etc.
Enhance the exclusivity factor especially to compete
with Hermes by launching limited edition or special
edition products.
Launch customized products for emerging markets
like China, India, Brazil, Russia and Mauritius.
Launch a economic line of products to fight piracy –
may be as a shadow brand.
Editor's Notes
Louis Vuitton Malletier, also know as just Louis Vuitton or LV – is a French fashion house and it deals in ultra luxury products, mostly leather goods, such as – ready made attires, luggage bags, wallets, purses, accessories, sunglasses, watches, etc.
Marc Jacobs is not only the Art Director for LV, he also is a permanent face for the brand and there are many buyers who buy LV because of its association with Marc and not just the brand. More than 50% of revenues come from Japan, followed by Europe. To avoid dependency risk, company has started to diversify markets by introducing more stores in USA and Canada. Company also launched new stores in BRIC nations to lure their booming rich and upper middle class population as the target markets.
CEO of the merged entity Bernard Arnault also kept acquiring other luxury fashion brands and he is one of the wealthiest men in the world, mainly because of his shares in LVMH and his significant collection of art works. Presently, Christian Dior holds 42% of LVMH and majority of voting rights. However, Bernard Arnault also happens to be the majority shareholder of Dior and therefore Chairman of both the companies - Dior and LVMH.
LVMH Group also owns brands like Donna Karan, Tag Heuer, Kenzo, Fendi, Bvlgari, De Beers, Givenchy, Zenith and more. Company also used to own a minority stake (34%) in Italian competitor Gucci, which is now sold to a French fashion company - PPR (also owns of Puma).Group’s brands deal in following product categories - Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewellery, Selective Retail Chains and Media.
Leather products such as Luggage, Bags, Purses, Shoes, etc. are the flagship offerings from the house of LV, however, they also offer books, clothing line and accessories. Everything is sold through exclusive LV stores across the world and a selected high-end fashion stores to avoid people from buying pirated goods.
If we personify LV, its like the serious, elegant, classy person that exudes aura of desirability. Everyone wants to posses one, however products are expansive and therefore exclusive, which further increases the desirability factor.
Louis Vuitton has done an exceptional and radical job in creating an experience that every customer crave to go through. They have ‘Exclusivity’ written all over the place. Exclusivity is not just limited to stores and celebrities, it goes up to the extent of what kind of buyer you are. If you are a rich-n-famous personality, shop assistants will please you with the best of services and greetings that can provide, however, if you are a regular ‘emerging-middle-class-or-newly-rich-kind-of’ person, they won’t even greet you and the only expression on assistant’s face will be cold enough to make you feel completely ignored. Nevertheless, this is a marketing trick, and it worked out effectively. It might freaks out the customer but it plays emotionally with their minds, they want to come back again and buy more in the quest to make them a more identifiable customer. Also, customers like to bear the pain of being treated badly as a sacrifice to posses the ‘LV’. Overall, consumers love the brand and their desirability keeps on increasing, come what may and that inspires the company to charge higher price premiums. LV maintains 45% of profit margin, which is way above the industry (luxury goods) trend of 25%.
It’s mot just the famous actors, singers and famous entertainers who love to flaunt LV, there are famous people from different walks of life such as Mikhail S. Gorbachev, former head of Soviet Union – to endorse the brand. Furthermore, LV also sponsors elite sports like yachting and motorsports to target the super rich creamy layer of customers.
Louis Vuitton stores are one of a kind – for example the “Marina Bay Island“ store at Singapore (First Picture from left). As mentioned before, shop assistant’s behaviour for the new customers might not be pleasant enough. LV also offers online and shopping through their website and also through duty-free shops at international airports around the world. Stores are always opened in highly posh and up-town areas of metro cities – in accordance with the brand and it also makes it more accessible for customers – a subtle part of brand experience.
Louis Vuitton has something to offer to bring together their customers as single community of proud brand owners:Strong Brand Story – It is fascinating that how LV evolved from just a men’s trunk manufacturer to the biggest luxury brand in world. How it started from France (most important element for fashion industry) and found its major market in Japan. As mentioned before, Art Director - Marc Jacobs has his own fan following and its own brand called – Marc by Marc Jacobs (mostly popular in US and Canada), which is also under the umbrella of LVMH. When it comes to elite business class buyers, they think that buying LV helps them make an association with the CEO B. Arnault. LV is not leaving any store unturned to extend the brand journey to new markets.Collaboration among customers – Buyers of the brand need to connect with each other to acknowledge the same level of thinking, in a particular context. They share information through LV’s online portal and also through blogs to chat about what they liked and what they didn’t. The validate each other’s choice with respect. A brand provides a common symbol for the personalities and identification of its buyers, that is most important in forming a community. It gives them another way to celebrate their success in respective fields and to share it among other members.Identifiable Brand Elements –Even though acknowledgment among members is important, but more than that, a brand needs to offer something tangible for people to identify themselves with. Louis Vuitton has done that job simply superbly. The simplified LV logo is something that everyone likes to flaunt and why not? It is meant for that purpose because it reflects achievement and meanness which people like to carry as their underlying identity. The iconic texture, colors and canvas designs are other important elements of this brand that binds people together. However, because of simplified designs, LV has been a major target of pirated goods manufactured and buyers and that hinders this brand strongly by dissolving the factors like exclusivity and quality of products.Unique Culture – Companies need the real time feedbacks from customers across the world and for that companies need to create a culture which helps buyers to collaborate with each other, they need to provide platform to facilitate the exchange of information. LV provides such environment that allows customers to talk about their experience and also how is it in comparison with rival brands.
D&G – Is a major competitor for handbags, clothing and watches. It is based out of Milan, Italy and was founded in 1982.Gucci – It was formerly a sister concern of LV, because the parent company owned 34% in Gucci as well. However, now its the major rival which deals in mostly every product segment as LV: Footwear, Handbags, Sunglasses, Clothing etc. However Gucci is losing its brand valuation and has scored much lower at 15th spot in the “Brandz Top 15 Luxury Brand List” (LV is at 6th). Gucci has more than 425 stores world-wide.Hermes – It is the brand that LV should be scared of. They match, and in many cases surpass, the quality and image of LV. It also originated in France and has high reputation of customize and offer new products for different markets, in addition to standard product line. That helps Hermes to take the element of exclusivity to the next level. They deal in Leather Bags, Perfumes, Clothing and other Luxury Products. They have more than 220 stores across the world.Prada – It is another Italian (Milan) brand that offers shoes, eye wear, luggage and accessories. However, it doesn’t hold that much exclusivity effort as compared to other competitors, however, it has his own share of loyal customers, mostly from Americas and Asia.Other arc rivals for LV are: - VERSACE, BURBERRY, CALVIN KLEIN, CARTIER and ROLEX. These brands are not major competitors in leather goods or luggage segment, however they provide strong competition in other product lines such as - clothing, accessories, jewellery and watches.
Louis Vuitton’s Quality Emphasis Extensive laboratory equipment test products (e.g. opening and closing zippers 5,000 times).Leather is sourced from Northern Europe, as they tend to have fewer insect bites, thus are less blemished.The company offers a lifetime repair guarantee.Integrate manufacturing initiatives such as “quality circles” in the production process.Source: Businessweek MagazineHermes, a key rival, offers even greater exclusivity by maintaining a 3 year waiting list before one of their bags (completely handcrafted) can be obtained.
Hermes has specially introduced Indian attires (first of its kind by any other global luxury brand), specifically to tap buyers from super rich Indian families and global admirers of such products. LV has to take steps in this direction too to provide more reasons for customers to visit the store.For luxury products, conventional advertising media such as print ads, billboards, sponsorships, etc. still holds good and LV should keep promoting the brand through those channels, in addition to their efforts on social media websites and mobile apps.LV should also launch new shadow brand to offer products original products at comparatively lower prices, it will help them keep customers from buying the pirated goods. Pirated LV products account for approximately 18% of total LV products sold world-wide.LV also needs to thing beyond BRIC nations, they should be pro-active in entering countries in African continent and other exotic Asian nations such as – Indonesia, Sri Lanka, etc. to have the early mover advantage.