Louis Vuitton in Japan Notes

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History
The Foundation
Established in France in 1854, known as one of the oldest French luxury fashion houses, most known for its craftwork leather bags and trunks. Flat bottom trunks with trianon canvases represented a real revolution for travelling in those days as they combined lightness and storage capacity. (p.2) LV monogram was inspired by the Japanese and Oriental designs of the Victorian age. (p.2) The modern age of Louis Vuitton

Expanded its product line by applying the craftwork and design of its leather to small leather goods such as purses and wallets, and to its whole luggage line. The monogram canvas was redesigned to fit the new range of products. (p.3) Started their first ad strategy in the 60’s by giving bags to celebs. (p.3) By the mid 70’s the brand had become the world’s biggest luxury brand in terms of market share. The owner of the brand (The Vuitton-Racamier family) had focused on building mainly a Japanese clientele. (p.3) LVMH was created in 1987, largest luxury conglomerate in the world, made an increase in profits for LV of 49% in 1988 compared to 1987. Entered 130 countries by 1989. (p.3) Louis Vuitton in the 21st century

Started focusing on limited edition, seasonal lines. Marc Jacobs was appointed art director in 1998 when LV started their shoes and clothing collections. (p.3) LVMH been a major player in LV’s success. (p.4)

Financial figures on p.4.

Notes
LV had a popup shop in Japan, Omotesando Street, to mark the 30th year of the company’s presense in Japan, guerrilla marketing. (p.1) The company have been following an aggressive strategy in Japan, opening extravagant stores. (p.1) Opened their flagship store in 2002 in Tokyo, hundreds of people queued, sales exceeded estimations by 1m Yen. Japan has been LV’s most profitable market in last 10 years, may be set to decline. (p.1-2) Facing a weak economy and a shift in consumer preferences, LV started adapting its strategy in the Japanese market. They no longer wanted just...
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