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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Luxury brands during times of recession A question of survival Universally‚ luxury items are considered to be items of great prestigious value‚ and their possession has satisfied people worldwide. In the last three decades particularly‚ consumers have enjoyed a higher level of disposable income than ever before‚ and as a result luxury brands have prospered greatly. However‚ in times of economic crisis luxury brands face the challenge of having their brands perceived value becoming dangerously
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Name of Product: Chateau Margaux Type of Market/Industry: Wine producer Market Definition: The market for Chateau Margaux is the people who enjoy high quality wines and luxury buyers Key Trends: Decreasing UK markets (connoisseur) who are loyal‚ increasing luxury buyers from Japan‚ China and Russia. Moreover‚ some critics preferred heavier and darker wines which influence consumer’s change in preferences. Core Problem: Should Chateau Margaux take control over the distribution and marketing
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Marcel Pagnol- Le Chateaux de ma mere Discuss the reasons for the sudden change in the conclusion of the book “ Le chateaux de ma mere” by Marcel Pagnol is a memorable‚ enjoyable text in which the story takes an abrupt turn at the conclusion of the book. Pagnol utilises the majority of the text to develop the story of months and a series of events‚ however he majestically creates a sudden change in the final components of the book which span a period of decades. It is not solely the series
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Tata’s acquisition of Ford’s luxury brands Ford Motor Company announced it will sell its Jaguar and Land Rover divisions to India’s Tata Group. The Tata Group already owns former British stalwarts Tetley Tea and steel company Corus Group PLC. Now‚ it’s looking at a couple more renowned brands -- Jaguar and Land Rover -- a quantum leap in class for a group whose main vehicle business has been making inexpensive cars and trucks for Indians. The luxury brands would give Tata access to the know-how
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Comme des Garçons Brands: A Cultural Perspective Lecturer: Jacob Östberg School of Business Stockholm University Individual take-home exam Anh Helge 3 June 2009 Introduction The current paper discusses how and why a particular brand functions as a cultural resource and how companies benefit from this brand functioning as a cultural resource. The brand selected for the discussion is the Japanese fashion line Comme des Garçons. The paper is divided into two parts. The first part defines
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In the document “Virginian Luxuries‚ it is a story that revolves around deception and pure pretense. The slave owner took advantage of is power‚ by being able to do what he desire to one of his slaves. This is deception because the colored women slave did not have a choice‚ but to obey commands and comply. During the time period that this situation occurred‚ it was rather common‚ even if it meant discrete! Under many conditions this is not okay‚ and both parties should know where they stand. As
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Château Margaux Case 1- Château Margaux’s distribution system Château Margaux is one of the well-known wines from the Bordeaux region in France. It is famous by the fact that this wine has got a luxury and high quality notoriety‚ and also stand out from the competitors thanks to the quality of is first growth produce with carefully selected grapes. With only two mains wines (first wine: Chateau Margaux; Second wine: Pavillon Rouge; See in Exhibit 2) Chateau Margaux is a famous wine all over
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MANAGING FASHION & LUXURY COMPANIES Week 1 W1 - Content Fashion & Luxury 1. What is Fashion? 2. New Trends 3. Dream Factor and Media System 4. What is Luxury? 5. Luxury as a Product 6. Luxury as Know How‚ Industry and Business 7. Luxury as a Culture 8. Luxury as a Customer 9. What Luxury is not 10. Fashion and Luxury for Millennials 2 W1 - Content Fashion 1. What is Fashion? 2. New Trends
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Summary case study “Elie Saab : Growth of a Global Luxury Brand” I. Background Saab‚ born in Beirut‚ was nine years old when he developed an interest in dressmaking. By the time he was 18‚ Saab opened his first atelier with 10 employees. His product line at that time included luxurious evening gowns and wedding dresses. He received extensive media coverage when he featured his first collection at the Casino Du Liban in Beirut. In 1982‚ Saab opened his first workshop in Beirut and began designing
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