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Transcript of Louis Vuitton
Components of Louis Vuitton
Prices of Louis Vuitton products reflect real quality ?
Which is more important ?
How do you measure it ?
Which brands do you think belong to the Louis Vuitton ? (Task 2)
Bonus : What they do with products after every season? (ethical)
Louis Vuitton is a well-known brand all over the world even if they have some bad reputations for consumers.They have their own style and still keeping their leader position in luxury market.
1. the idea or the attitude
LV is more than a luxury brand
it represents an attitude towards lifestyle which embedded with art and convenient traveling
Emotional touch to brand
Satisfied service (CRM)
Good value for money
Deloitte. (2015). Global Powers of Luxury Goods 2015 [online]. Available from: http://www2.deloitte.com/global/en/pages/consumer-business/articles/gx-cb-global-powers-of-luxury-goods.html [Accessed 25 AUG 2015]
Financial Times. (2015). LVMH Moet Hennessy Louis Vuitton SE [online]. Available from: http://markets.ft.com/research/Markets/Tearsheets/Business-profile?s=MC:PAR [Accessed 25 AUG 2015].
Lee, S. (2009). What Really Drives Customers to Buy from Louis Vuitton Again?
. 29th January. Available from:
http://customerthink.com/what_drives_customers_buy_louis_vuitton/ [Accessed 25 AUG 2015].
Nagasawa, S. (2007).
Luxury Brand of Louis Vuitton
. Tokyo: Waseda University.
Reagan, S. (2013). TOP 10 THINGS YOU DID NOT KNOW ABOUT LOUIS VUITTON [online]. Available from: http://luxurylaunches.com/fashion/top-10-things-you-did-not-know-about-louis-vuitton.php [Accessed 25 AUG 2015].
Susanne, G. K (2014). Does the e-retailing of luxury brands really damage their brand image?. MSc Bergen: Norwegian School of Economics.
Tay, F. (2015).
Turning Global Ideas Into Great Business
. [On-line]. New York: Marshall Cavendish International Asia Pte Ltd. Available from: https://books.google.com.hk/ [Accessed 25 AUG 2015].
Cancer Fund: Press Release (2012). Louis Vuitton Sponsors Rainbow Club Expansion [Online]. Available from; http://www.cancer-fund.org/en/press_centre_press_releases_38.html [Accessed 25 August 2015].
Apukhtina, T(2012). The many faces of Louis Vuitton [Online]. Available from; http://http://fashionmarketingsecrets.com/2012/12/27/the-many-faces-of-louis-vuitton/ [Accessed 25 August 2015].
Management Study Guide (2013). What is Brand Awareness ? [Online]. Available from; http://www.managementstudyguide.com/brand-awareness.htm [Accessed 25 August 2015].
Do you think that luxury brands should sell their producst online ?
Make a list from best brand value to worst (Task 1 )
Should Louis Vuitton do some discount ?
What is the possible reasons and results ?
III Napoleon's wife hired Louis Vuitton as her personal box-maker and packer.
Reached Elites and Royal Class (1852)
The world-renowned luxury leather and lifestyle brand it is today.
LVMH Moët Hennessy Louis Vuitton SA (LVMH) are divided into five business groups:
Wines and Spirits 93.82k employees
Fashion and Leather Goods Net income:6 billion €
Perfumes and Cosmetics 3,708 stores
Watches and Jewelry French Company
Others: Yatch ,business and finance, media
Market Strategy and Characteristics
Unique Selling Point
there is a pulverizator in LV French factory
the staff check everything
even there is a mistake about front line, the item will be thrown into the pulverizator and make a new one.
Brand elements besides brand name
Premium Price Strategy
Louis Vuitton use high price to encourage favorable perception among consumers.
Prohibiting Bargining Sales
Consolidate its image of high-value
"Louis Vuitton Products are Money"
LV bags have a high trade-in price, and are equivalent to money
Brand awareness is the probability of customer to recognize the existence and availability in product or service of that company. Also associated with a certain product or service.
Louis Vuitton Sponsors Rainbow Club Expansion
The Louis Vuitton America’s Cup World Series
Louis Vuitton’s celebrity endorsements.