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    Louis Vittion

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    santoshkumarchem
    Louis Vuitton was founded in 1854 and has since grown into a global luxury brand. [1] It is now part of LVMH, the world's largest luxury group. [2] Louis Vuitton targets wealthy consumers and positions itself as an aspirational brand through high quality leather goods and an exclusive image. [3] While counterfeiting remains an issue, the brand continues to expand its product lines and global presence into the modern age as a leader in luxury fashion.

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    Louis Vittion

    Uploaded by

    santoshkumarchem
    122 views28 pages
    Louis Vuitton was founded in 1854 and has since grown into a global luxury brand. [1] It is now part of LVMH, the world's largest luxury group. [2] Louis Vuitton targets wealthy consumers and positions itself as an aspirational brand through high quality leather goods and an exclusive image. [3] While counterfeiting remains an issue, the brand continues to expand its product lines and global presence into the modern age as a leader in luxury fashion.

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    Louis Vuitton was founded in 1854 and has since grown into a global luxury brand. [1] It is now part of LVMH, the world's largest luxury group. [2] Louis Vuitton targets wealthy consumers and positions itself as an aspirational brand through high quality leather goods and an exclusive image. [3] While counterfeiting remains an issue, the brand continues to expand its product lines and global presence into the modern age as a leader in luxury fashion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    122 views28 pages

    Louis Vittion

    Uploaded by

    santoshkumarchem
    Louis Vuitton was founded in 1854 and has since grown into a global luxury brand. [1] It is now part of LVMH, the world's largest luxury group. [2] Louis Vuitton targets wealthy consumers and positions itself as an aspirational brand through high quality leather goods and an exclusive image. [3] While counterfeiting remains an issue, the brand continues to expand its product lines and global presence into the modern age as a leader in luxury fashion.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 28

    By:

    Santosh
    Kumar
    History
    • Early Days (1854-1892)
    – 1854 - Louis Vuitton opened first store in Paris
    – 1885 - first LV store opened in London, on Oxford
    Street
    – 1892 - Vuitton died; the Vuitton company started
    selling handbags.
    • Golden Age of Louis Vuitton (1893-1936)
    – 1893 - Georges (Louis’s son) began his campaign
    to make the company into a worldwide
    corporation.
    – 1936 - The golden age of Louis Vuitton ended as
    Georges Vuitton passed away. Estimates attribute
    Georges Vuitton with over 700 new Vuitton
    designs.
    History
    • Modern Age of Louis Vuitton (1937-1996)
    – 1978 - Vuitton opened its first stores in Japan, in Tokyo and Osaka. (Sales in
    Japan would come to account for nearly half of the company's total revenue
    by the 1980s.)
    – 1984 - Vuitton expanded its presence in Asia by opening its first store in
    Korea, in Seoul.
    – 1987 - Moët et Chanson and Hennessy, leading manufacturers of
    champagne and of brandy, respectively, merges with Louis Vuitton to form
    the world's largest luxury goods conglomerate, LVMH. The group is partly
    owned by the Christian Dior group, and Bernard Arnault is Chairman and
    CEO of both companies.
    – 1992 - The first store in China is opened at the Palace Hotel in Beijing.
    History
    • Millennium Age of Louis
    Vuitton (1997-present)
    – 1997 – hired designer Marc
    Jacobs to be the label's artistic
    director
    – 2006 - opened its first store in
    Norway
    - Headquarters : Paris ,
    France .
    Mission Statement
    • “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.”
    • Five priorities reflect the fundamental values shared by all
    Group stakeholders:
    - Be creative and innovative
    - Aim for product excellence
    - Bolster the image of our brands with passionate
    determination
    - Act as entrepreneurs
    - Strive to be the best in all we do
    Target Market
    • LV uses demographic targeting strategy to target their
    customers
    – Both men and women
    – Age: ranging from young adults to seniors (22 – 65 yrs old)
    – Income: around $5,500 or above per month
    Selling Point
    • Fashionable
    • Durable goods
    – Good quality product
    – Long product life
    • Exclusivity
    • Prestige image
    – Feel good
    – Fit into high-class society
    – Practice ego and power
    LVMH GROUP
     Louis Vuitton
     Givenchy
     Guerlain
     Dior
     Moet & Chandon
     Veuve
     Clicquot
     Dom Peignon
    Marketing Mix
    Product
    • Main Products: Leather Bags and
    Wallets
    – Handbags
    – Luggage
    – Cosmetic Bags
    • Original Product Line: Monogram
    • Expanded its product line
    – Monogram Denim
    – Monogram Multicolore
    – Monogram Vernis
    – Damier Canvas
    Product
    • Offer more types of product
    including:
    – Timepieces
    – Shoes
    – Agendas
    – Jewelry
    – Sunglasses
    – Belts, scarves & Accessories
    Product
    “Three Levels of Product of Louis Vuitton”

    Durable Fashion
    Customer
    Care Warranties

    ‘Luxury’
    Quality Brand

    Lines of Product

    Gift
    Service Wrappings
    Product
    Price
    • Premium Pricing
    – Luxury image
    – Selling Point
    • Never on sale!!
    • Price range:
    – Handbags: $550 - $3,700
    – Wallets: $200 - $700
    Place
    • Direct channels: Free-Standing Store
    Promotion
    • Emphasize on personal selling
    • Don’t emphasize on sales promotion
    – To reinforce their luxury image
    • PR
    – Sponsorship
    • “Louis Vuitton Cup 2007”
    • “LVMH Young Artists’ Award”
    • LVMH Website - “The Magazines”
    Promotion
    • Advertisements:
    – Message
    • Convey luxurious
    image
    – Means of media
    • High-end Fashion
    Magazines
    – Eg. Vogue, Elle
    • Billboards
    Promotion
    – Endorsements: Jennifer Lopez, Kate Moss, Uma
    Thurman, and Scarlett Johansson
    Promotion
    • New advertising campaign
    REVENUE EARNED

     € 1.98 billion ( 2009 )


    Imitation or Real?
    • Fake LV’s are a continuous problem
    • Spend $10 million a year on ripoff battle
    – Part of sum goes to lobbyists
    • Biggest sources of counterfeit
    goods:
    – Turkey, China, Morocco
    Imitation or Real?
    • LV has adopted a zero tolerance policy against
    counterfeiting
    • In 2004, the brand’s firm
    stance led to…
    – 13,000 legal actions
    – 6,000 raids
    – 947 arrests
    Store fronts

    Store inside
    COMPETETORS

     Gucci

     Prada

     H&M
    Bibliography
    • http://www.cigaraficionado.com/Cigar/CA_Archives/CA
    _Show_Article/0,2322,619,00.html
    • http://www.answers.com/topic/louis-vuitton
    • http://www.lvmh.com/
    • Magazines:- Vogue
    !! Thank You !!

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