Introduction In the high end retail market‚ Gucci (1921)‚ Louis Vuitton (1854) & Vertu (2000) are three successful so-called luxury brands. However‚ creating luxury brands is a difficult marketing exercise. Marketers are moving from the traditional marketing mix approach towards greater use of experiential marketing to create an emotional attachment between the brand and the customer. It is necessary for a brand to convey a personality that the customer can relate or aspire to. Q1: What are the
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Hennessy . Louis Vuitton is one of the world’s leading international fashion houses. LV Company sells their products through their actual stores and through the e-commerce section of its website as well. Louis Vuitton mission is to represent the most qualities of Western: “Art de Vivre” around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products‚ and the cultural values they embody‚ blend tradition and innovation‚ and kindle dream and fantasy. Louis Vuitton
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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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Worldwide Luxury Markets Monitor Spring 2012 Update Milan‚ 7th May 2012 This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain’s prior written consent 2011: a new peak for luxury goods consumption WORLDWIDE PERSONAL LUXURY MARKET EVOLUTION (1995-2011E‚ €B) Sept 11 SARS $/€ Subprime & Japan financial crisis earthquake Socio-Economic Turbulence 191 170 159 147 128 108 77 85 92 96 133
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Table of contents Executive Summary 3 Introduction to LVMH 4 Challenges 5 SWOT Analysis 7 Company Analysis 8 Porter 5 Forces Model 13 Industry Analysis 14 Alternatives 17 Recommendations 23 Endnotes 27 Executive Summary Louis Vuitton Moet Hennessy‚ a luxury goods provider is looking to expand their brand dominance in Asia. In order to expand successfully LVMH must evaluate challenges that may arise
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Global Marketing - Louis Vuitton in India With a GDP growth rate of more than nine percent‚ India is one of the fastest growing economies in the world. The population size exceeds one billion‚ including around 83‚000 dollar millionaires (2005)‚ recording the world’s second fastest growth in the number of high-net-worth consumers. Luxury brands like Louis Vuitton can take advantage of a steadily increasing upper class and a more and more affluent middle class. Moreover‚ 51 percent of the population
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report is for Louis Vuitton. The purpose of doing this is to evaluate the brand equity of Louis Vuitton‚ both from the customers’ and firm’s perspective. As the brand equity is based on brand knowledge‚ (Keller‚ 2003) the brand audit is carried out through a survey designed to measure two components of brand knowledge; namely brand awareness and brand image. In conclusion‚ it was found that the consumer can recall Louis Vuitton and they do recognize the brand. They also see Louis Vuitton as a brand
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to Louis Vuitton Louis Vuitton‚ one of the oldest fashion houses in the world was established in France in the year 1854. It became famous for its impeccably handcrafted leather bags and trunks which were handcrafted to perfection. The brand opened its first overseas store in London in 1885 and has not looked back since. Since its early stages‚ the brand was inspired by Japanese and Oriental designs which is evident by the trademark design of the LV Monogram canvas. Georges Vuitton; Louis Vuitton’s
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Luxury Brand Strategy of Louis Vuitton Shin’ya NAGASAWA* * Graduate School of Commerce‚ Waseda University Tokyo‚ Japan‚ nagasawa@waseda.jp Abstract: By systematically breaking down th e 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 principles of
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sales boost in the emerging marketing like China‚ which has extraordinary growth and strong potential consumers for the development of luxury goods in the China market. With gradually lower and lower increase of revenue in the European countries‚ Louis Vuitton (abridged as LV in the following sections) commits itself to set up more stores in China. However‚ LV is faced with the problems of declining profits in China‚ which urges it to adjust its entry strategy into the China market. In this case‚ this
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