Louis Vuitton
Louis Vuitton
Presentation of the company
Louis Vuitton is an international luxury French fashion house specialized in trunks and leather goods, founded by Louis Vuitton in 1854.
As an emblem of the French luxury, Louis Vuitton knew how to make way on the international scene, by advancing an image of quality, elegance and refinement.
Today, Louis Vuitton is one of the most recognizable and powerful brands in the world with more than 300 stores in 44 countries around the world and 2,7 billion of $ of turnover in 2008.
With more than 150 years of history and experience, Louis Vuitton has managed to strengthen its name in the universe of the leather goods by proving itself innovative, modern and creative, and by advancing its craft, in spite of an expansion at the international level.
Furthermore, Louis Vuitton is one of the main subsidiaries of the LVMH group. Trunk makes of origin, but always initiator of trends, Louis Vuitton has gradually developed its luxury range of products in coherence with the brand values.
We are going to analyse the difference between the marketing strategy used by Vuitton regarding its famous bags in France and in Japan.
1. Marketing-mix of Louis Vuitton in France:
Product:
Louis Vuitton offers a large range of products: Trunks, leather goods, ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, books, created under the artistic direction of Marc Jacobs.
The flagships products are the Louis Vuitton bags and Wallets, which are long-lasting products of excellent quality, which guarantee their prestigious image.
The bags still represent 95% of Louis Vuitton business.
Louis Vuitton has expanded its product line regarding the bags: * Monogram (Denim, multicolour) * Checkerboard * Leather varnish
Values of the products are: myth and tradition
Proof of the quality of the products, more than 100 years after, the researchers discovered the Vuitton bags in the remains of the Titanic. When they opened the
Presentation of the company
Louis Vuitton is an international luxury French fashion house specialized in trunks and leather goods, founded by Louis Vuitton in 1854.
As an emblem of the French luxury, Louis Vuitton knew how to make way on the international scene, by advancing an image of quality, elegance and refinement.
Today, Louis Vuitton is one of the most recognizable and powerful brands in the world with more than 300 stores in 44 countries around the world and 2,7 billion of $ of turnover in 2008.
With more than 150 years of history and experience, Louis Vuitton has managed to strengthen its name in the universe of the leather goods by proving itself innovative, modern and creative, and by advancing its craft, in spite of an expansion at the international level.
Furthermore, Louis Vuitton is one of the main subsidiaries of the LVMH group. Trunk makes of origin, but always initiator of trends, Louis Vuitton has gradually developed its luxury range of products in coherence with the brand values.
We are going to analyse the difference between the marketing strategy used by Vuitton regarding its famous bags in France and in Japan.
1. Marketing-mix of Louis Vuitton in France:
Product:
Louis Vuitton offers a large range of products: Trunks, leather goods, ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, books, created under the artistic direction of Marc Jacobs.
The flagships products are the Louis Vuitton bags and Wallets, which are long-lasting products of excellent quality, which guarantee their prestigious image.
The bags still represent 95% of Louis Vuitton business.
Louis Vuitton has expanded its product line regarding the bags: * Monogram (Denim, multicolour) * Checkerboard * Leather varnish
Values of the products are: myth and tradition
Proof of the quality of the products, more than 100 years after, the researchers discovered the Vuitton bags in the remains of the Titanic. When they opened the