Preview

Marketing

Satisfactory Essays
Open Document
Open Document
318 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing
IN FRANCE AND CHINA

LOUIS VUITTON
• Rich heritage dating back over 150 years • Founded in 1854 by Louis Vuitton in France • Began manufacturing luxury travel trunks and luggage for the European elite. • In 1896, his son created the “LV” Louis Vuitton monogram in order to help distinguish it from imitators • Considered by many to be the first “designer label” placed on a product • The “LV” monogram is currently the most copied in the world.

FRANCE

Louis Vuitton • FRANCE

• Top Magazines for LV ads: Elle & Vogue • “Rocketers” target market

Louis Vuitton • FRANCE

Giant Louis Vuitton cases at the boutique in France.

Louis Vuitton • FRANCE
Fall 2006-Winter 2007 Campaign • Pharrell Williams to lead men’s line • Multiple female models to lead women’s line…ex: Naomi Campbell & Kate Moss

Louis Vuitton • FRANCE

“The idea is of a cloud made of glass”: one of Mr. Gehry’s designs.

Frank Gehry to design new culture center.

Louis Vuitton - Hofstede• FRANCE
• Individualistic • Medium-Low in Masculinity
– Concerned with quality of life – Also like status symbols

• Fashion = Expression

CHINA

Louis Vuitton • CHINA Environment
• 175 million Chinese= 13% of the population can afford luxury goods • Chinese younger generation is developing a taste for luxury goods

Louis Vuitton • CHINA Marketing Strategy
• Maintain French production of goods • Boutiques attempt to portray a sense of “home”

Louis Vuitton• CHINA

People walk past a big luggage-like advertisement of Louis Vuitton at the boutique under the direct management of Louis Vuitton Tuesday Sept. 7, 2004 in Shanghai, China

http://xo.typepad.com/blog/fashion/index.html

Louis Vuitton • CHINA Advertising campaign
• Working with famous celebrities and models • Conveys an exclusive and sophisticated image

Louis Vuitton - Hofstede • CHINA •Long-term Orientation
– Quality of Goods

•Power Distance
– Store set-up – Waiting lists

Louis Vuitton - Hofstede•
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Lucky Blue Smith's Role In The Fashion Industry
    • 422 Words
    • 2 Pages

    Lucky Blue Smith's Role In The Fashion Industry

    While fashion weeks, new campaigns, and launching of new and additional lines that may or may not be the next big thing is a big deal in the fashion industry and its growing community of fashionistos and fashionistas, it is only rare we get to see the focus of the fashionable crowd directed somewhere else apart from the designers, their corresponding houses, and their collection of years.…

    • 422 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Research Paper On Louis Vuitton
    • 311 Words
    • 2 Pages

    Research Paper On Louis Vuitton

    Louis Vuitton, as one of the leading luxury brands in the world, it is also one of the most well-known and the most legendary fashion houses in the world with one of the richest history. It began over 150 years ago, where the Louis Vuitton started his career as a trunk maker in France. When he was an intern, he has extraordinary skill to the craft box for packing clothes made for the royalty. His skill in making the boxes and, of course, originality was the reason why he was able to build a strong foundation for him to start the Louis Vuitton empire. The increasing popularity of traveling during the 19th century also contributed to the success achieved by Louis Vuitton. He had to expand his factory within a few years and relocating to Asniéres…

    • 311 Words
    • 2 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Louis Vuitton Research Papers
    • 509 Words
    • 3 Pages

    Louis Vuitton Research Papers

    This company had its beginnings in France, and is still headquartered in Pare. Louis Vuitton is one of the oldest of the prominent fashion houses. It began in the mid 1850's and only sells its products through their own retail stores and…

    • 509 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Communication Lab Paper
    • 1548 Words
    • 7 Pages

    Communication Lab Paper

    Zmuda, N. (Ed.). (2008, September 9). Unusual sponsors sit front row at Fashion Week. Advertising Age, 79(33).…

    • 1548 Words
    • 7 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Visual Core Concepts: Louis Vuitton Fall 2012 Ready-to-Wear Collection
    • 309 Words
    • 2 Pages

    Visual Core Concepts: Louis Vuitton Fall 2012 Ready-to-Wear Collection

    Marc Jacobs, the design director of Louis Vuitton, designed those old feeling suites for the coming fall season. The golden age of railroading was used as the background for Louis Vuitton Fall 2012 Ready-to-Wear collection, and Jacobs explained that he was very interested in "things looking like they were from another time"(Phelps, 2012). Enormous crystals, over cropped pants and platform pumps added a lot of watching points for this collection, and 6-inch higher squashed hats brough strongly feeling of the elongated silhouette(Phelps, 2012). Also, bags for this collection also made people felt amazing. The new characteristics on the bags for this season is the oversize proportion and the exotic feeling (Phelps, 2012). Those bags may not strike people like modern proposal; however, only highest technologies in the world can pull off those elegant embroideries on Louis Vuitton Fall 2012 bags (Phelps, 2012).…

    • 309 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Louis Vuitton Moet Hennessy: Analysis and Recommendations
    • 406 Words
    • 2 Pages

    Louis Vuitton Moet Hennessy: Analysis and Recommendations

    Louis Vuitton should focus more on its most profitable and established segments. It should continue to pursue excellence in its Fashion, Wine and Spirits, and Perfumes and Cosmetics lines. These lines offer the long term profitability the company desires. Consumers are willing to pay a premium to have the best and rarest products. The firm’s major markets do not need more products offerings they need to enhance their existing products to demand higher margins and further promote the brands exclusive image.…

    • 406 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    louis vuitton case study
    • 2178 Words
    • 9 Pages

    louis vuitton case study

    Louis Vuitton is one the world biggest brands in the luxury apparel segment. It essentially caters to a niche market segment due to its high prices and exclusive apparels. Louis Vuitton is a flagship of the Moett Hennessy Louis Vuitton (LVMH) Group. The flagship of LVMH, Louis Vuitton has been a major driving force behind the growth of the LVMH Group. The Company has seen various changes in the operations and strategies over the years, which have helped it evolve and maintain its premium luxury market.…

    • 2178 Words
    • 9 Pages
    Good Essays
    Read More
  • Powerful Essays

    Gap Enter China
    • 1614 Words
    • 7 Pages

    Gap Enter China

    In Nov 2010, the American apparel retail giant GAP settled down its first site site--Shanghai flagship on Nanjing Road anghai Road, sitting directly in China’s most modern city 's most famous shopping street. With the desire to get a piece of the grand attractive cake, GAP bravely jumped into the hot fast fast-fashion pot in China. This move finally put all the first three biggest apparel retailers of the world in the Chinese market, of which the other two refer to the Spanish Index(ZARA) group and Swedish H&M, who have entered China in 2006 and 2007 respectively. ,…

    • 1614 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Mbo of Louis Vuitton
    • 2139 Words
    • 9 Pages

    Mbo of Louis Vuitton

    Louis Vuitton, a trunk-maker in Paris since 1854, became a legend in the art of travel by creating luggage, bags and accessories. LV is now active in other creative spheres: ready-to-wear, shoes, watches and jewelry. Under the artistic direction of Marc Jacobs in 1997, the new collections met with immediate success and renown.…

    • 2139 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Good Essays

    Study Case Lv
    • 908 Words
    • 4 Pages

    Study Case Lv

    The changes in Japanese society and mindset are the biggest challenge for LV. The new generation doesn’t have the same vision as the previous one, and with the gloomy economic context they are less inclined to tolerate high prices that had formerly created desirability. Moreover, the entry of fast fashion brand as ZARA, H&M, UNIQLO in the Japanese market, offering quality at competitive price shook up the market share of existing luxury companies in Japan. The saturated market in Japan for fashion luxury, the continuous limited editions products and the possible departure of Marc Jacobs could also be pointed out as challenges for Louis Vuitton.…

    • 908 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Window Display
    • 400 Words
    • 2 Pages

    Window Display

    Main task of this store window is to in a simple and aesthetic way show potential customer what this brand is about, avoiding provoking props and flashy decorations that are distracting from center piece – apparel and accessories.…

    • 400 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    HM Fashion

    • 1260 Words
    • 5 Pages

    HM Fashion

    In this paper, we look at the European born fashionable clothing store, H&M. We gain knowledge of the brief history of the store, where it began, who started it and how it became worldwide.…

    • 1260 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Louis Vuitton
    • 611 Words
    • 2 Pages

    Louis Vuitton

    Luis Vuitton (LVMH) is the owner of Fendi, Moet et Chandon and Christian Dior, and this is just naming a few. Luis Vuitton is such an innovator in the fashion world, and this keeps the LV name in the forefront of luxury goods. There is a modern, edgy sort of twist to this bag line. This produces a constant flow of return customers, and it keeps the Luis Vuitton name at the forefront of the customer’s mind. Bernard Arnault, CEO of LVMH, "created crucial buzz via a combination of ads with famous spokespeople such as singer/actress Jennifer Lopez, actress Uma Thurman and supermodel Gisele Bundchen; attention-grabbing artists collaborations (most recently with producer Pharrell Williams), corporate sponsorships (LVMH Young Artists Award, LVMH Discovery and Education), high-class events (Louis Vuitton Classic, Louis Vuitton Cup) and PR stunts like the $1.5 million scaffolding in the shape of two giant Vuitton suitcases around the renovation of Louis Vuitton 's Paris store (Marinovich, 2007). Additionally, each season LVMH promotes limited bag editions; these limited editions are not promoted to make money but to drive buyers. The bags are so stunning, that many people who cannot afford the limited edition will ultimately buy a standard bag just to have a Louis Vuitton. More notably, just the name Louis Vuitton itself shouts prestige and envy; an excellent selling tool.…

    • 611 Words
    • 2 Pages
    Good Essays
    Read More
  • Best Essays

    Louis Vuitton
    • 1976 Words
    • 8 Pages

    Louis Vuitton

    Louis Vuitton is the world’s biggest luxury brand for bags and accessories. It was established in France, Europe in year 1854. Louis Vuitton brand and company is an international well-established firm named after the founder and designer Louis Vuitton. Louis Vuitton entered Japanese market in year 1968, and it came the most popular luxury brand in Japan. In year 1970, LV opened its first stores in Japan, which had revenue of $1 Million on its first day. By 1977, the company owned two stores in Japan with annual profits of US$10 million Until Louis Vuitton, the strategy for business in Japan for multinational companies was to send their products through Japanese distributors (Nagasawa, 2009a). LV was the first company that took different approach and strategy of opening its own store in Japan. LV also hired Japan’s top designer for the Japanese Market products. In fact, LV tired to localize their products for Japanese to attract more customers as they saw the demand for the luxury in this market. One way LV localized their products was the use of Japan’s Classic Monogram Canvas Print on their bags, which was inspired by Japanese floral print. One way to show the success of LV’s business model is by using the four Ps.…

    • 1976 Words
    • 8 Pages
    Best Essays
    Read More
  • Good Essays

    Louis Vuitton Moët Hennessy
    • 505 Words
    • 3 Pages

    Louis Vuitton Moët Hennessy

    Louis Vuitton Moët Hennessy (LVMH) is a French multinational luxury goods conglomerate. Its headquarters are located in France, Paris. LVMH was formed after the merger of Louis Vuitton (fashion producer) and Moet Hennessy (cognac manufacturer) in 1987. The company controls around 60 subsidiaries which are often managed independently and each one of them manage a small number of prestigious brands. The main holding company of LVMH is Christian Dior - a luxury goods group. LVMH is the largest luxury goods producer in the world. Comparing LVMH with Hermes, LVMH has a huge corporate power, which Hermes doesn’t have and a vast variety of many familiar luxury brands. Some of the most well known brands of LVMH:…

    • 505 Words
    • 3 Pages
    Good Essays
    Read More