Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
You can change this under Settings & Account at any time.
Luxury Marketing : LVMH
Transcript of Luxury Marketing : LVMH
French fashion house founded in 1854
1896 : Monogram canvas
Case study :
What is a luxury product ?
Fragances & cosmetics
Main contradiction : Increase sales / Develop rarity
Luxury marketing /
Presence in capitals and big cities only
Strong & recognizable universe
No promotions or sales
Founded in 1987
Merger between Louis Vuitton & Möet Hennessy
5 clusters of activity : Wine / Fashion & leather goods / Perfumes & cosmetics / Watches & jewelry / Specialist retailing
2012 : turnover of 28 billion euros
"Western art de vivre"
Unique identity : the "LV"
Attention to details
A story behind it
Own universe : travels & journeys
Part of exclusive society
Limited distribution channels
Individual Louis Vuitton stores
Public figures : attention, credibility & impact
Case study :
"L'Invitation au voyage"
French Elegance, Mystery, Plot, Art, Fashion and Travel
Oldest Champagne house : for 268 years
Leader on the Champagne market ( > 25%)
Biggest vineyard & largest cellar in Champagne
Competitors : Mumm / Veuve Clicquot
Impérial /Rosé impérial /Grand vintage / Nectar impérial /Moët Ice impérial
Symbol of pleasure, fabulous parties & splendor
Selective distribution: prestigious hotels & bars, specialized stores (ex: Nicolas, Lafayette Gourmet)
Mass distribution: supermarkets
High value : prestigious image