The brand sells a wide variety of products, from luggage and clothing to writing accessories, such as pens and notepads. Marketing strategy of louis vuitton has always positioned its products as a symbol of superiority and had build reputation over a period of time. Louis vuitton the brand louis vuitton is run by the company, lvmh, which stands for louis vuitton moet hennessy. Marketing principles of louis vuitton the strongest brand strategy. It is true to say that only through a proactive employment of strategic planning and implementation that a company can differentiate itself from the rest of the competition, as well as fostering strong brand awareness and recognition. Louis vuitton is more determined than ever to preserve creativity in protecting its brand in the interest of its customers, its employees and those who suffer at the hands of the counterfeiting industry. Pdf louis vuitton is a brand that has exists for a very long time and it is. Louis vuittons artbased strategy to communicate exclusivity and. A very careful distribution strategy, the nodiscount policy and the cautious brand extensions helped develop the brand while preserving the equity. The groups vocation is to ensure the development of each of its houses while respecting their identities and their autonomy, providing the resources needed to create, produce and market their products and services through carefully selected channels.
Louis vuitton, world of experiences the fashion retailer. Rohwedder, johnson, 2008 this paper will try to explain which differentiation strategies zara uses to achieve such success, and which improvements can be made. Global strategy local strategy company analysis brand positioning cbbe. Its effectiveness is equally based on vectors of ongoing improvement and. Facing a weak economy and a shift in consumer preferences, louis vuitton has been adapting its unique strategy in the japanese market. It has since become the classic symbol of the louis vuitton brand. By systematically breaking down the strategy of the single louis vuitton luxury brand into the four ps product, price, place, and promotion, our aim in this paper is to extract the rules or principles of its brand marketing that differ from. Strategic appraisal of louis vuitton academic writerz. Colin mitchell oversees ogilvys global strategy and planning group, which handles some of the worlds most famous brands, including louis vuitton. Louis vuitton in bollywood targets both highnetworth individuals and the rising cocooners because of the popularity of the bollywood industry in india. Louis vuitton is also famous with using the product bundling strategy, which aims to sell more than one product in a combination form, this strategy is used for customers who prefer grouped and combined packages rather than individual products. Introduction louis vuitton, a luxury goods company, was founded in 1854. In the history of louis vuitton, sale prices were never offered. Request pdf louis vuitton s artbased strategy to communicate exclusivity and prestige the recent global luxury industry has transformed from a constellation of small and mediumsized.
A century later, louis vuitton luggage and leather goods to become one of the best areas of the brand, and become a symbol of high society. Louis vuitton is one of the oldest fashion houses with more than 150 years of history. Marketing principles of louis vuitton the strongest brand. S market and, in 1896, the company launched its signature monogram canvas and secured worldwide patents for it. Louis vuitton has been closely associated with various celebrities from different fields so as to position itself superior to its competitors. Louis vuitton company profile pdf city of kenmore, washington. Louis vuitton marketing strategy pdf city of kenmore, washington.
Therefore, this article addresses the history of lvmh and louis vuitton, the structure of the 4 ps of marketing, and the analysis of the key marketing strategies of louis vuitton. Luxury strategies the end of an era antoine vaugier 2. Louis vuitton s artbased strategy to communicate exclusivity and prestige. The authenticity of louis vuitton products is guaranteed in louis vuitton s exclusive distribution network.
By systematically breaking down the strategy of the single louis vuitton luxury brand into the four ps product, price, place, and promotion, our aim in. Louis vuitton has made handsome investments to maintain the rich quality of its products. Louis vuitton also has no set of products for sales, no outlet, no license for any other third party. Due from one month from the date of original issue. Armani is closing some of its brands due to some inconsistencies between brand, value. Therefore, the current rise of profitability of louis vuitton is not a coincidence. Following the death of his father in 1892, george vuitton began a campaign to build the company into a worldwide corporation. Louis vuitton s heritage as a trunk maker preceded even the founding of the company. The french luxury holding, owner of brands such as louis vuitton or dior, ended the year with a 10% growth. This case study deals with the opportunities and challenges of louis vuitton. Using digital presence for brand repositioning and crm. At the time, horsedrawn carriages, boats and trains were the main modes of. The purpose of this paper is to describe and interpret one type of successful reaction to this problem. Louis vuittons decommoditization strategy elen riot reims management school, reims, france cecile chamaret paris sorbonne university abu dhabi, lea department, abu dhabi.
This strategy, however, implies high advertising resources in order to be able to reach the desired segment. It is deployed within a framework designed to create and amplify a drive for progress constructed around a unifying program of goals for 2020 shared by all the houses. By systematically breaking down the strategy of the single louis vuitton luxury brand into the four ps product, price, place, and promotion, our aim in this paper is to extract the rules. These different strategies in pricing have helped louis vuitton attract highend market. Lvmh has successfully preserved a family spirit that places priority on longterm vision. Louis vuitton 2 strategic profile and case analysis purpose louis vuitton lv was a strongminded young boy, who was born in 1821 into a farming family in the capital of france called anchay. Louis vuitton becoming successful in the luxury market. Between 1997 and 2001, lvmh grew from 24 to 63 brands.
Louis vuitton wishes to thank the hundreds of artisans who have volunteered at louis vuitton s ateliers across france. Louis vuitton louis vuitton, he is historys most prominent french designers of leather goods, in 1854 in paris, opened his own name the first suitcase shop. In a previous post, i analysed diversification and segmentation in the fashion retail industry. Develop an argument supporting the importance of a strategic plan for the success of the defined business. Louis vuitton employs a policy of integrity pricing strategy throughout its distribution network. By systematically breaking down th e strategy of the single louis vuitton luxury brand into the four ps product, price, place, and promotion, our aim. Marketing principles of louis vuitton the strongest brand strategy by shinya nagasawa abstract. Georges vuitton, louis vuitton s son, inherited the company after his fathers death in 1892. The group has its headquarters in paris, and it is chaired by bernard arnault, the tenth wealthiest man in the world. When he was only sixteen years old, louis vuitton made a decision that would not only change his own life but the lives of his sons and future generations.
Pdf a case study of louis vuitton bancha jenpiyapong. Louis vuitton brand strategy positioning case study if you want to get access to louis vuitton brand strategy analysis including brand essence, brand values, brand character, brand archetype and expert commentary register or log in. China is one of the key markets in the global pricing strategies of luxury companies. A swot analysis of lvmh can be helpful in understanding the. Lvmh moet hennessy louis vuitton, better known as lvmh, is a french multinational group, which owns more than 60 prestigious brands around the globe. Louis vuitton is a premium luxury brand that sells finest products. The contemporary designs of the products have helped the company to maintain a premium pricing policy. Louis vuitton in japan harvard business publishing education. What steps should louis vuitton take to address upcoming challenges. The product strategy and mix in louis vuitton marketing strategy can be explained as follows. Louis vuitton is the only brand in the world that has no tv commercial, no second product line, no promotion on sales, no free item to give away.
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. Louis vuitton is one of the most prestigious luxury fashion houses in the world. It makes 100% pure leather products and pays utmost care to not let be the designs and make of the product easily imitable. About louis vuitton products, the high price of their products creates a high quality image and has be seen as a confirmation of product quality. The benefit, on the other hand, increased by 18%, to 6. Louis vuitton is a potent symbol of modern style and creates innovative, elegant, and practical modern luxury items. Armani and inditex are fashion retailers that have grown thru different diversification strategies. The brand itself does not have information regarding its objectives, strategy, tactics, vision statement, or mission statement, but the company that owns it, lvmh, does. Louis vuitton brand is easily recognizable because of its logo and monogram canvas on most of its products. Opening of the louis vuitton shop at 4 neuve rue des capucines 1858.
We identified the competitors of louis vuitton to be hermes. Request pdf louis vuittons artbased strategy to communicate exclusivity and prestige the recent global luxury industry has transformed. Yves carcelle, who has led lv malletier from 1990 to 2011 and who was credited with having made louis vuitton one of the most profitable and ubiquitous luxury goods brand, and bernard arnaud have both side by side embodied louis vuitton house and group as transformational leaders. Louis vuitton is the worlds most valuable luxury brand and is a division of lvmh. According to the financial times, francoishenry pinault of the rival group kering believes his flagship label gucci could one day overtake louis vuitton as the largest luxury brand in the world. Its products include leather goods, handbags, trunks, shoes, watches, jewelry and accessories. Superior craftsmanship, exclusivity and association with high luxury add to louis vuitton s advantage. The paper identifies the strategy along the value chain and its step by step implementation and influence on commoditization.
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