Sustainable Development Strategy For Lo

Topics: Sustainability, Marketing, Supply chain Pages: 15 (2721 words) Published: December 5, 2014
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Sustainable Development Strategy for Louis Vuitton

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Abstract
This paper will shed light on sustainable development strategy of Louis Vuitton. In the first part, the study will analyze business portfolio of Louis Vuitton and their current environmental sustainability strategies. In the next part, the study will propose sustainable development strategy in terms of green supply chain management and green marketing practices to the chosen fashion organization. Analyzing feasibility of the proposed sustainable development model in terms existing green supply chain model of Louis Vuitton and SWOT analysis will be an important part of this paper. In the next part, the study will specify the implementation plan for the proposed sustainable developments strategy by identifying pertinent elements of the synchronized model. In the last part, the study will critically evaluate the proposed model in context to demand for green products, purchasing behaviour of green customers, emerging challenges associated with the implementation of proposed model and competitive advantage which can be achieved by implementing the proposed sustainable development strategy.

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Table of Contents
Introduction ..................................................................................................................................... 4 Sustainable Development Strategy ................................................................................................. 4 Feasibility Assessment .................................................................................................................... 6 Strength and Opportunity ........................................................................................................... 8 Weakness & Threat ..................................................................................................................... 9 Implementation Plan ..................................................................................................................... 10 Critical Evaluation, Recommendations and Conclusion .............................................................. 12 Reference ...................................................................................................................................... 14

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Introduction
The study has selected Louis Vuitton in order to recommend sustainability development strategy which can help the organization to achieve competitive advantage in future course of time. The company was established by Louis Vuitton in the year 1854. Louis Vuitton is headquartered at Paris, France. In 1987, the company has become part of LVMH (Louis Vuitton – Moët Hennessy) with an ambition of providing premium “Art de vivre” global customers (Belime, 2010). LVMH group maintains six business portfolios which represent more than sixty luxury brands internationally. Six business verticals of LVMH can be summarized as, 1- Wines and Spirits (Moët & Chandon), 2- Fashion and leather goods (Louis Vuitton and Kenzo), 3- Watches and jewellery (Tag Heuer), 4- Perfume and cosmetics (Dior), 5- Selective retailing (Sephora) and Newspaper (Les Echos) (Belime, 2010). According to Niinimäki (2010), players in luxury fashion industry are trying to adopt green supply chain concept in order to offer eco-friendly fashion apparel to customers. Caniato et al (2012) have stated that companies like Louis Vuitton, Prada SpA, Hermès International and Burberry Group should adopt the concept of green marketing in order to address environmental sustainability issues related to fashion retailing. Currently, Louis Vuitton has taken various Corporate Social Responsibilities (CSR) initiatives in order to restore the environmental balance such as,1-decreasing energy consumption and greenhouse gas emission in production cycle, 2- protecting biodiversity and natural resources and 3- decreasing waste in the production process (Fionda and Moore, 2009). The study will recommend...
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