Docstoc

Louis Vuitton

Document Sample
Louis Vuitton Powered By Docstoc
					By: Mary, Chayanee, and Sasima
History
• Early Days (1854-1892)
   – 1854 - Louis Vuitton opens first store in Paris
   – 1885 - first LV store opens in London, on
     Oxford Street
   – 1892 - Vuitton dies; the Vuitton company
     begins selling handbags.
• Golden Age of Louis Vuitton (1893-
  1936)
   – 1893 - Georges (Louis‟s son) begins his
     campaign to make the company into a
     worldwide corporation.
   – 1936 - The golden age of Louis Vuitton ends
     as Georges Vuitton passes away. Estimates
     attribute Georges Vuitton with over 700 new
     Vuitton designs.
History
• Modern Age of Louis Vuitton (1937-1996)
   – 1978 - Vuitton opens 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 expands its presence in Asia by opening its first store in
     Korea, in Seoul.
   – 1987 - Moët et Chandon 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 - hires designer Marc
     Jacobs to be the label's
     artistic director
   – 2006 - opens its first store
     in Norway
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
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
                                                                    Warranties
               Care

                                      „Luxury‟
                          Quality                      Brand


                                    Lines of Product

                                                          Gift
                        Service                         Wrappings
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
Place
 • Department Stores:
   – Macy‟s New York
   – Bloomingdales
   – Saks Fifth Avenue
 • Exclusive Distribution
   – Limited number of stores and retailers
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
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
        Bibliography
• http://www.cigaraficionado.com/Cigar/CA_Arc
  hives/CA_Show_Article/0,2322,619,00.html
• http://www.answers.com/topic/louis-
  vuitton
• http://www.lvmh.com/
!! Thank You !!

				
DOCUMENT INFO