LOUIS VUITTON MOËT HENNESSY: EXPANDING BRAND DOMINANCE IN ASIA Bibliography: Pan‚ Yingang Asia Case Research Centre (University of Hong Kong) October 14th‚ 2004 Louis Vuitton Moët Hennessy Group‚ the world leader on the market of luxury products‚ was created in 1987 and resulted from the merger of Louis Vuitton (an upscale luggage company) and Moët Hennessy (pppsdcnmzxan upscale producer of champagne and cognac). Since its creation‚ LVMH has made changes to its structure and in 1997 LVMH started
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History The Foundation Established in France in 1854‚ known as one of the oldest French luxury fashion houses‚ most known for its craftwork leather bags and trunks. Flat bottom trunks with trianon canvases represented a real revolution for travelling in those days as they combined lightness and storage capacity. (p.2) LV monogram was inspired by the Japanese and Oriental designs of the Victorian age. (p.2) The modern age of Louis Vuitton Expanded its product line by applying the craftwork and
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Toko Ohmori 26 Luxury shopping in the digital age The “right” digital strategy differs for every luxury brand‚ but the essential elements are the same: a strong mobile presence‚ a selective approach to social media‚ and a tight focus on carefully chosen metrics. Linda Dauriz‚ Nathalie Remy‚ and Nicola Sandri Among luxury companies‚ conventional luxury products online‚ and at undiscounted wisdom used to be that participation in prices. Our latest luxury-industry research‚ e-commerce—and‚
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Anthony Tan 03359957 FSH316 Ricardo Sison Louis Vuitton In India Louis Vuitton was the inventor of the flat-topped trunk with a canvas cover. They have made an impression on the world. On top of that‚ they carried a wide range of products. The target customers of Louis Vuitton are all around the world. In worldwide‚ consumers fell into 3 categories‚ which are when one bought a luxury product for its practicality and good quality. They were older and wealthier customers and willing to pay
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DICHOTOMY BETWEEN LOUIS VUITTON AND INDIA’S ECONOMY Louis Vuitton has created a brand that stands for luxury. The company has worked hard on being the top luxury brand in the world. India is one of the fastest growing countries in the world. Its population is second only to China. Unfortunately‚ close to 90% of the country’s population lived on income less than $2.50 a day during the 1990s. In order to dichotomy to be mitigated‚ Louis Vuitton focused on the ultra-rich people in the country. These
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1) How does luxury consumption in Japan differ from in other countries ? I guess the main difference is the fact that Japanese people consume luxury in mass. Or at least‚ they did. Indeed‚ Japan is the first and only mass luxury market. This behavior finds its origins in the need of showing their identity and self-worth‚ and they do it by wearing luxury products. In fact‚ as there is not much space and lots of traffic jams there‚ the Japanese can’t build huge houses and own many cars‚ as we‚
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Emerging Markets: High Fashion Fights Recession 1. Using the five forces framework‚ how would you characterize the competition in the luxury goods industry? Threat of Substitutes There is relatively no threat of substitution in the luxury goods industry. This is mainly because of the quality and price of substitutes‚ and the cost of switching to the consumer. The price of counterfeit goods that copy the luxury goods causes there to be a positive monetary cost in switching but there is a loss of
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International marketing communications Portfolio: Dior Addict Content Introduction FRANCE I. Marketing analysis p 4 A. PESTL p 4 B. Opportunity / Threat p 4 C. Strengths / Weaknesses p 5 D. Segmentation p 5 II. Communication analysis p 5 A. Christian Dior`s image p 5 B. Mode of communication p 6 1. Basic offer p 6 a. FAB terminology p 6 2. Persuasive communication p 6 a. Target description p 6
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Journal of Retailing and Consumer Services 20 (2013) 68–79 Contents lists available at SciVerse ScienceDirect Journal of Retailing and Consumer Services journal homepage: www.elsevier.com/locate/jretconser Luxury fashion consumption in China: Factors affecting attitude and purchase intent Bopeng Zhang a‚ Jung-Hwan Kim b‚n a b Department of Apparel‚ Educational Studies‚ and Hospitality Management‚ Iowa State University‚ Ames‚ IA 50011‚ USA Department of Retailing‚ College of Hospitality
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Title: Alexander Wang kidswear Name: Zsuzsanna Torok (TOR10310643) Unit: Product Development & Sourcing Date: 11/3/2014 TABLE OF CONTENTS Page 2 Executive summary Page 2 1. Introduction Page 2 2. Findings Page 2 2.1. Company profile Page 2 2.2. Customer profile Page 3 2.2.1. Consumer moodboard Page 4 2.3. Market positioning Page 4 2.3.1. Real competitors Page 5 2.3.2. Kidswear competitors Page 6 2.3.3. Accessibility versus Exclusivity Page 7 2.4. Price points Page 9 2
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