Louis Vuitton

Topics: LVMH, Luxury good, Marketing Pages: 4 (1153 words) Published: December 28, 2014


Case 14: Louis Vuitton in Japan

American Military University

Abstract
Established in France in 1854, Louis Vuitton, known as the oldest supplier of French luxury fashion goods, became known for its exquisite leather bags and trunks. Louis Vuitton opened its first overseas location in 1885 located in London, England. In 1888, Louis Vuitton developed the Canvas Damier Pattern which provided brand recognition and a symbol of product excellence. In 1977, Louis Vuitton expanded into the Japanese market. Opening stores in Tokyo and Osaka. Louis Vuitton has experienced a great amount of success in the Japanese market. This case study will analyze the Japanese luxury market, Louis Vuitton’s business model in this market and the challenges and opportunities Louis Vuitton faces to remain successful in this market.

Introduction
Established in France in 1854, Louis Vuitton, known as the oldest supplier of French luxury fashion goods, became known for its exquisite leather bags and trunks. Louis Vuitton opened its first overseas location in 1885 located in London, England. In 1888, Louis Vuitton developed the Canvas Damier Pattern which provided brand recognition and a symbol of product excellence. In 1977, Louis Vuitton expanded into the Japanese market. Opening stores in Tokyo and Osaka. Louis Vuitton has experienced a great amount of success in the Japanese market. Japanese Market

One the main differences of the Japanese markets vs. European or American markets is consumer behavior. The Japanese culture tends to be very group-oriented with a need to have luxury items. These luxury purchases seem to act as a form of social expression. Also noted is the Japanese consumer’s compassion to quality. The Japanese economy has supported Louis Vuitton’s luxury products. Originally, the Japanese purchased the luxurious products sold through its Japanese stores. As times changed, so did the behaviors of the...

References: Pearce II, John A., & Robinson, Richard B. (2013). Strategic Management: Planning for
Domestic & Global Competition. (13th ed.). New York, NY: McGraw-Hill Companies, Inc.
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