A lot of copies of the iconic products has been made and are really hard to differentiate from the real ones for an uninformed customer. This phenomenon deeply affected the brand image and customers stop trusting the uniqueness and exclusivity of the brand because the monogram and damier have been seen everywhere in the streets, carried by people from all social status. Indeed, the real consumers of Louis Vuitton are wealthy clients buying the brand want to be part of the exclusive “club” of luxury that a very few people can
Louis Vuitton (named after its founder), is considered one of the most recognized and established high-end retail companies in the world. The company’s products range from men and woman’s clothing and accessories, to travel luggage and jewelry. Louis Vuitton accounted for over 9 billion dollars in sales in 2017 alone. With locations in over 49 countries and more than 450 stores across the globe, these new products and service have the potential to increase the company’s bottom line, increase customers and or clientele and create more job opportunities within the organization. According to the reading, “New products are a vital part of a firm’s competitive growth strategy” (Peter & Donnelly, 2013).
The label “LV” appears on most of its products such as luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelleries, accessories, sunglasses, books, scarfs and wallets. Service’s culture and beliefs In Louis Vuitton, they believe in keeping the quality, longevity, and beauty of the products. This is because their company values stated to guide the staff of each outlets to “Be Creative and Innovate, Aim for Product Excellence, Spread the image of LV Brands with passionate determination, Act as Entrepreneurs and
This will give them a feeling of being the preferred ones even while the company expands in the middle income group and hence the idea of luxury fashion brand and exclusivity of the products will also be maintained. Expose to range of amazing products with just a click is every consumer dream. Louis Vuitton can make the most of this opportunity by taking its business online and can reach out to million customers with ease with a new designer product or an out of the blue heavy sale. Also launch an email marketing campaign: Email messages provide customers with an easy, direct way to interact with your company; they can simply click a link to immediately learn more or make a purchase. With the basic Newsletter Broadcast included in your package, you can build and deploy emails to up to 100 customers in three easy steps.
. LOUIE BACKGROUND AND HISTORY • LV is one of divisions under the control of Louis Vuitton Moet Hennessy (LVMH), French corporation. It was known as handbag luxury brand in the world founded by Louis Vuitton in 1854. Louis started his business life as maker and packer fashion when he was 16 year olds. • In 1892, Louis’s son, Georges Vuitton took over the business after his father died.
The brand conscious set a high expectation on foreign brand clothing. Previous study, the brand name is very important to the Korean consumer in order to make purchase decision between clothing products (Jin and Koh, 1999). The study from Jin and Koh (1999) had identified that Korean consumers prefer well-known international brands compared with domestic brands. Brand conscious consumer’s decision making styles have direct relationship with the purchase on domestic and imported brand
Social media is like boon for luxury brands as they are mostly based on word of mouth as mass brands define who their customers are and “push” products towards them. For luxury brands, the roles are reversed: consumers must be “pulled” towards the brand with the promise of belonging to an exclusive community. Luxury marketing has always been more personal. Luxury brands can communicate their exclusivity in many different creative ways, driving not only purchases but a deep emotional connection and uniqueness that can last a
By the the late 1990’s he was the top best selling designer clothing brand(“Ralph Lauren.” St.James”). Ralph got the Legion of Honor in 2010. In 1986 he was inducted into the Coty Hall of Fame. Lauren’s company is one of the top marketing designers. All of his clothes are sold approximately 9,000 doors world wide.
In order to compete in such a competitive business a strong marketing strategy would be given for granted but for most of the italian family owned fashion companies the concepts of heritage and quality are still the most important competitive advatages. Furthermore, to be alined with the foreign competitors the italian companies should invest substantial amout of money within the marketing field, are they really following this trend? And which will be the trend for the future? Do these fashion campanies have the economic power to support such
Introduction LVMH inherits a long history with deeply –rooted traditions and a unique combination of internationally renowned brands. Two fashion houses established Louis Vuitton and a Moet Hennessey in 1987. LVMH is positioned in Paris and the brand produce wine, fashion, leather good, perfume, cosmetics, watches, jewellery and selective related. Christian Dior, the luxury goods group, is the main holding company of LVMH, owning 40.9% of its shares and 59.01% of its voting rights. Bernard Arnault, majority shareholder of Dior, is Chairman of both companies and CEO of LVMH.