Marketing Strategy of Lv
21/12/2011
Marketing Strategy analysis of LVMH with a special focus on LV
Industry overview:
Louis Vuitton Malletier is commonly referred to as Louis Vuitton, sometimes shortened to LV, is French luxury fashion and leather goods’ company. The company was founded in 1854, and now is the cornerstone of LVMH and its main division carrying almost a quarter of the total group.
LVMH is the world leader in the luxury industry. It was established in 1987 through the union of three brands: Louis Vuitton, Moet and Henessy. This union gave birth to a global group that, in addition to leather goods and spirits, brings together to the distribution, a big variety of brands in all segments of the luxury: perfumes, jewelry, watches and also champagne.
Through its policy of brand development and expansion of its distribution network abroad (more than 2300 stores worldwide), LVMH has became, since its creation in 1987, a part of a strong growth: it is now the first capital in France and the thirteenth in the world, with 77000 employees of which 74% are based outside France and that share the same values of the groupe.
Corporate strategy: A strategic segmentation:
In the luxury sector, LVMH has invested in six different strategic business areas: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, selective distribution and other activities.
Louis Vuitton is trying to represent by its products, the most refined qualities of Western “Art de Vivre” around the world. The company is also trying to continue to be synonymous with both elegance and creativity in leather products, blending tradition and innovation through their products and kindling dream and fantasy.
How Louis Vuitton attracts its costumers:
Louis Vuitton is a luxury brand belonging to LVMH which is the most valued brand in the world of luxury. Since 1854 this has been succeeding with its luxury luggage first and then with fashion industry (especially
Marketing Strategy analysis of LVMH with a special focus on LV
Industry overview:
Louis Vuitton Malletier is commonly referred to as Louis Vuitton, sometimes shortened to LV, is French luxury fashion and leather goods’ company. The company was founded in 1854, and now is the cornerstone of LVMH and its main division carrying almost a quarter of the total group.
LVMH is the world leader in the luxury industry. It was established in 1987 through the union of three brands: Louis Vuitton, Moet and Henessy. This union gave birth to a global group that, in addition to leather goods and spirits, brings together to the distribution, a big variety of brands in all segments of the luxury: perfumes, jewelry, watches and also champagne.
Through its policy of brand development and expansion of its distribution network abroad (more than 2300 stores worldwide), LVMH has became, since its creation in 1987, a part of a strong growth: it is now the first capital in France and the thirteenth in the world, with 77000 employees of which 74% are based outside France and that share the same values of the groupe.
Corporate strategy: A strategic segmentation:
In the luxury sector, LVMH has invested in six different strategic business areas: wines and spirits, fashion and leather goods, perfumes and cosmetics, watches and jewelry, selective distribution and other activities.
Louis Vuitton is trying to represent by its products, the most refined qualities of Western “Art de Vivre” around the world. The company is also trying to continue to be synonymous with both elegance and creativity in leather products, blending tradition and innovation through their products and kindling dream and fantasy.
How Louis Vuitton attracts its costumers:
Louis Vuitton is a luxury brand belonging to LVMH which is the most valued brand in the world of luxury. Since 1854 this has been succeeding with its luxury luggage first and then with fashion industry (especially
References: * http://www.iasdr2009.org/ap/Papers/Orally%20Presented%20Papers/Design%20Management/Luxury%20Brand%20Strategy%20of%20Louis%20Vuitton.pdf * http://veronique.estienne.free.fr/doc/SLIDE.htm