The Relationship of Aristotle’s Theory of Ethos and Lv’s

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AMERICAN UNIVERISTY OF SHARJAH

The Importance of Ethos at
Louis Vuitton
The Relationship of Aristotle’s Theory of Ethos and LV’s business strategy
Julie M. Doughan
1/16/2011

“The Importance of Ethos at Louis Vuitton” analyzes the relationship between Aristotle’s theory of ethos and Louis Vuitton’s business strategy. The research explains Louis Vuitton’s marketing strategy, and how Aristotle’s theory of ethos, combined with business models, helps achieve competitive advantage in the high fashion industry.

The Importance of Ethos at Louis Vuitton
Julie M. Doughan

Table of Contents
INTRODUCTION ....................................................................................................................................................................... 2

CHALLENGES OF THE FASHION INDUSTRY .................................................................................................................2 CATEGORY 1: THE RELATIONSHIP BETWEEN ARISTOTLE’S THEORY OF ETHOS AND LOUIS VUITTON’S CREDIBILITY .................. 4

WHAT IS ‗ETHOS‘? .....................................................................................................................................................4 Intelligence, Moral Character, Goodwill – How to Achieve Them .................................................................................... 4 Intelligence ............................................................................................................................................................... 4 Moral Character ........................................................................................................................................................ 5 Goodwill.................................................................................................................................................................... 5

CONSUMERS‘ NEEDS ARE COMPLEX..........................................................................................................................6 Economic and Social Needs ............................................................................................................................................... 6 Psychological Needs .......................................................................................................................................................... 6 Purchase Situation .............................................................................................................................................................. 7

THE ETHOS OF LOUIS VUITTON‘S SALESPEOPLE ........................................................................................................8 Goodwill and the Marketing Concept ................................................................................................................................ 8

THE ETHOS OF LOUIS VUITTON‘S CUSTOMERS ..........................................................................................................9 CATEGORY 2: HOW ARISTOTLE’S THEORY ON ETHOS CAN IMPROVE LOUIS VUITTON’S BUSINESS MODELS ............................11

MARKETING MIX – AN EXAMPLE ............................................................................................................................11 The P of Place .................................................................................................................................................................. 11 The Flagship Store .................................................................................................................................................. 12 The P of Price ................................................................................................................................................................... 12 CONCLUSION...
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