A Case Study of International Luxury Branding

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A brief case study on the marketing management of an international fashion brand.

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A Case Study of International Luxury Branding

  1. 1. A Case Study By Susan P. Van Brackle, M.Sc.
  2. 2. Natural advantage of early proprietary design Decentralized business operations Integration of art, fashion and culture speaks to consumer on many levels STRATEGIES & TACTICS
  3. 3. Prestige positioning of luxury brands Diversified range of product categories APPROACH TO BUSINESS Media Leather Goods Wines & Spirits Accessories
  4. 4. Recognizing the importance of standardization from a brand and economic standpoint Promoting limited editions of established Louis Vuitton designs Joint venturing with local celebrities or artists within an international market WHAT HAS WORKED Louis Vuitton Murakami shop
  5. 5. APPROACH TO GLOBAL MARKETING Local appeal Brand savvy enough to know that adaptation should be used as needed for the sake of brand success in international markets Japan Paris Shanghai
  6. 6. ONGOING THREATS & ROAD BLOCKS Copyright Infringement Piracy
  7. 7. Hypothetical Recommendations for Global Reach, Brand Awareness, Sales Having Louis Vuitton present an ad campaign centered around the Mandarin holiday Asian New Year celebration speaks to the collectivist culture of China. The ad provides good will and increases brand awareness. This ad will attract the world travelers that patronize the duty free shops of Mexico. Because the area is exposed to a wide mix of people, multiple languages will address multiple customers and heighten awareness. The French campaign “From Louis with Love” uses the Eiffel Tower, a French landmark, along with highly identifiable Louis Vuitton logos to attract the consumer to its brand. Anime animation is a vehicle that speaks directly to the Japanese consumer. This Japanese ad campaign begins with a headline that announces a new store opening. The copy invites the consumer to see what’s new at Louis Vuitton’s new store location in Omotesando, Tokyo Japan. Copyright 2008 – Susan P. Van Brackle

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