Louis Vuitton

2. Contents:-
Brand and the History
LV: Bird’s Eye View
Products
The Brand Identity
Points –of-Difference
Perceptual Map
Questionnaire
What’s Next?
Query

3. 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
1977: Joined 10 million clubs
1987: Merged with Moet at
Chandon & Hennessy

4. LV: Bird’s Eye View
Brand Mantra: Innovative, Prestige,
Desirable, Stylish and Dream would be for
me
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 Michael
Burke .

5. Louis Vuitton Products

6. Louis Vuitton Products

7. Louis Vuitton Products

8. 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

9. 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:

10. Points –of-Difference
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.

11. Perceptual Map

12. How does an exclusive brand such as LV grow
and stay fresh while retaining its cachet?
As it is designing its products according to latest
fashion and keeping in view demand of todays
customers and using celebrities who are famous as their
brand ambassadors so the people following get to know
about the product
The USP of LV is its tradition to manufacture its
product from past 150 years i.e. hand made products
and as mentioned in the case it take upto 60 hours to
make a bag which itself makes the brand luxurious and
exclusive.

13. Is the counterfeiting of LV always a negative?
Are there any circumstances where it can be
seen as having some positive aspects?
Luxury brands like LV, Gucci etc. always follow rule of
economy religiously in most of the cases. So, if counterfeit of
such a brand used to happen, the consumers tend to stick
more toward original brand not for the first time but
definitely next time.
The reason being, ‘budget’ is not a constraint at all for such
customers. In addition to that, it is the level of precision and
quality that makes the brand like LV luxurious and expensive.
So those customers who all are looking for all these, will again
going to stick emotionally.
Sometimes, counterfeiting also helps reaching the name of a
brand or brand positioning in ‘word-of-mouth’ way or
another.

14. 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.