WASEDA BUSINESS & ECONOMIC STUDIES 2008 NO.44 Marketing Principles of Louis Vuitton The Strongest Brand Strategy by Shin ’ya Nagasawa* Abstract: By systematically breaking down the strategy of the single Louis Vuitton luxury brand into the four Ps (Product‚ Price‚ Place‚ and Promotion)‚ our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words‚ the object is to distill the rules and
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[pic] Louis Vuitton: New product introductions vs. product availability In the spring of 2004‚ Mr. Marcello Bottoli‚ CEO of Louis Vuitton‚ the largest and most profitable subsidiary of LVMH (Louis Vuitton-Moet Hennessy)‚ the #1 luxury goods company in the world‚ was called upon to arbitrate a ongoing conflict between Mr. Jean-Marc Loubier‚ the company’s vice president for marketing and sales‚ and Mr. Emmanuel Mathieu‚ the vice president for manufacturing and logistics. For
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Louis Vuitton’s History and Growth: a) The Designer Louis Vuitton’s History: The designer Louis Vuitton was born with the name Louis Vuitton Malletier‚ and he was born in France in a country called Jura in 1821. He started working in France as a young adult‚ and he became a fashion designer by accident. He was from a working class family‚ as his father Xavier Vuitton was a farmer‚ and his mother was a milliner. Louis Vuitton used to walk 250 miles from his hometown to Paris‚ as he carried different
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Louis Vuitton(LV) was est. in 1854 in France and is known as one of the oldest French luxury fashion houses. The brand became famous for its exclusive leather bags and trunks. Over the years the LV line expanded from leather goods to fashion‚ selective retailing; wines & spirits; perfumes & cosmetics; watches & jewellery making the brand one of the most luxurious brands worldwide. The LV brand is most recognizable for its logo‚ quality‚ uniqueness and price. It resonates a sense of prestige‚
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Louis Vuitton Case Study Teressa Bunton Louis Vuitton Case Study Question One Luxury retailers must focus on providing a rounded customer experience. Providing intimate one-on-one experiences and offering brand-wide scale for off-the-shelf goods are two perks that lure consumers into their stores. Louis Vuitton’s success also comes from their profound marketing strategy of providing their customers with the most luxurious products and services while broadening their market
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LVMH‚ 2003 Issue Louis Vuitton Moet Hennessy must decide whether to maintain its numerous product lines or eliminate certain lines to focus on its most profitable segments. Analysis LVMH relies on its well established brand name and reputation for creativity and quality to market its diverse product lines. The firm is in a unique position as it is one of the only players in the luxury goods industry that can maintain a diverse portfolio of luxury brands. Of the top 5 major fashion houses
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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
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growth WORLDWIDE PERSONAL LUXURY GOODS MARKET BY CATEGORY YoY ‘10 vs ‘09 +13% YoY ‘11E vs ‘10 +10% +3% +19% Art de la table Hard Luxury Perfume and Cosmetics +2% +23% +6% +4% Accessories +17% +13% Apparel +12% +8% 5 2012:
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LuGUCCI‚ LOUIS VUITTON‚ & VERTU – MARKETING LESSONS FROM SOME OF THE WORLD’S MOST EXCLUSIVE BRANDS Creating luxury brands is a difficult marketing exercise. It requires heavy investment in marketing communications‚ excellent product/service quality‚ but above all these brands have to try to remain fashionable‚ which is notoriously difficult. Gucci‚ Louis Vuitton and Vertu are three successful so-called luxury brands‚ that retail to the high-end market. Both Gucci and Louis Vuitton are well-established
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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
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