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Consumers like brand items, while researchers like brand theory. Although scholars also use the word “brand” to refer to the likes of Coca-Cola and McDonald’s, there is a vast gulf between these brands and the luxury brands we e xplored i n t he p revious b ook. I n researchers’ brand m anagement theories, one r arely fi nds m ention of representative luxury brands like Louis Vuitton or Dior, orof LVMH.
Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although small in scale .
This time let us fo cus on th e grand champion of the LVMH empire: the Louis Vuitton brand. By systematically breaking down the strategy of the single Louis Vuitton luxury brand into the four Ps(Product, Price, Place, an d Promotion), our aim of this study 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 success strategies for luxury brands as well as to derive a business model for success. Showing that the current rise of Louis Vuitton isnot a co incidence bu t rather something achiev ed throug h strategy will su rely b e of in terest to firms struggling with lack of brand power or those looking to boost brand power

Louis Vuitton first started in Paris, in the year of 1854 -- and of course we all know since the start this company has become one of the world's most famous makers of high quality luxury goods. When Louis Vuitton first started he mademostly luggage, and large trunks -- he also made handbags mostly made out of leather.
Louis Vuitton luggage was a huge hit in the start of his career, and gave him enough business for the need to relocate, and he did so to the town of Asnieres in 1860.
In the year of 1885, Louis Vuitton expanded once again and opened up his first store in London. Louis Vuitton continued advancing his line andin 1888 he came out with the now signature Damier Pattern, which is a checkerboard of light and dark brown boxes, making a very classic and luxurious look. Soon afterwards, in the year of 1896, Louis Vuitton crafted now known as the classic line, the Monogram Canvas, that is also a icon for the Louis Vuitton brand today. The Monogram Canvas is the most popular selling canvas to this day.
The linewas originally created in the 12 classic styles, and over time Louis Vuitton decided to add to the classic monogram canvas. In 1924 he added the Keepall and in three different sizes, and then again in 1932 he added the Noe handbag.
With Louis Vuitton selling such high end goods at such an high price, and much lower quality goods were readily available, you had to know some people were going totrade to cash in on that opporutunity. Louis Vuitton is one of the most replicated designers, and while some say that is only the biggest compliment you can give someone, they don't take it as so. Replica Louis Vuitton products are extremely common in the USA, and infact if you live in a larger city, I'm sure you have seen them before.
These replica handbags are made out of poor quality materials,and they are sold for a fraction of the price, they should be very similar in design and some can be almost exact, however they are often much more expensive.
When you think of the name Louis Vuitton, try to think of what comes to you in your mind. I bet it isn't a picture of a robot that is battering bags all day to try and test them! Most likely, its a fairly racey ad with a supermodel hangingher tiny frame over some marvelous piece of luggage. But Louis Vuitton actually has a machine that spends all day testing the quality of their bags, how fast they wear and what to do to counter this wear. They are constantly working on improving the workmanship of their products!

Table 1 - Comparison of Gucci, Louis Vuitton and Vertu
Gucci Louis Vuitton Vertu
Established 1921 1854...
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