LV EXPANSION PLAN - luxury brand

okay, so high,

so I'm Nicole Ryan Healy and I'm going to be

doing a lot of aton luxury brand expansion plan.

So first is the table of content.

So in order I'm going to do a quick, quick history of the leave baton

heritage because I am going to kind of go into that um, the product line,

the distribution, the marketing strategy and the conclusion of all that.

So first I have the legendary history, believe baton

baton is one of the,

is the second oldest luxury brands that is still in full operation today.

It is a valued luxury brand worldwide.

So some notable notable

um popularity ease of the brand is that they

used canvas instead of leathers for their iconic trunks

and some of their very popular bags or the speedy

and another big moment for the brand later

on was becoming a luxury conglomerate LVMH.

And then down there have a little history of

Louis Vuitton himself, I'm not going to get into that,

but that's kind of the heritage and the luxury history

of this brand and why it's so iconic and important.

And then here are some of the trunks that were designed for like

even royalty back in the 1800s when Louis Vuitton first started out.

So that's a slide on that.

So next is my product expansion, like product line idea and the pitch.

So basically my main idea was to bring about a line that was more affordable. So

the main idea is for the loo baton expansion

model is to bring a different market to the brand

and designs that are more affordable.

So the main question in the main issue,

and like a problem with this idea was how are you

going to do that without tarnishing the reputation of this luxury,

iconic, expensive brand?

So, I needed to figure out how to do that and how to do that successfully.

So I thought about in order to create

an affordable line using alternative materials is key.

So how are you going to do that without making it cheap?

So,

I wanted to incorporate sustainable practices

and materials that are eco friendly,

vegan alternatives,

recycled products, but I still want to honor the quality of the product.

So that's kind of the whole point of this expansion plan

is doing an affordable louis Vuitton product line that has sustainable products,

a full collection like that.

So more and more,

we see sustainable transit materials being used in designs and competitors,

even such as Gucci have incorporated this idea into their collections.

So, as I've been saying,

the heritage is really important and it's a key thing to

cherish during this idea that we don't want to lose.

So, since the product line is, we're going to see later,

it's based off early two thousand's designs, um,

the classic heritage is still going to be honored based on the designs

in many of the brands

Like I said before,

many luxury brands are expanding into sustainable practices

and this is kind of going to be a

test to see if the customer is interested because

later on you'll see in the expansion plan,

all of the products are going to be under $1,000,

which is on the more affordable line of um Labaton bags.

So, and the key idea of having this affordable line was to maintain the heritage of

Leave it on.

So bringing the idea of the sustainable product long is

going to have the nostalgia factor with the 2000 and

um yes, so next we're going to go on.

So this is the product line pitch, which is a sustainable mini bag collection,

all under $1000.

So for the product line will be making an entire sustainable mini bag collection,

which is nineties inspired in early two thousand's, inspired under $1000

using vegan materials for alternatives and sustainable

packaging such as recycled paper products.

So we're going to do this as affordably as possible to make sure that we'll

be able to cherish the heritage of Levittown collections and designs and the bags,

but also do this affordably too.

Break into a new market because that's the whole

point is we need to break into a new market

Making these bags affordable and also 100% sustainable.

So,

some leather alternatives for louis Vuitton um that

we're going to look into our mushroom leather,

pineapple leather and bio fabricated leather.

So,

like I said before by still honoring the

classic designs and quality of Labaton bags.

You want to create a new line to highlight

sustainable materials while also making the products affordable.

So making sure to cherish the louis Vuitton luxury strategy,

which is quality and heritage in the products will also highlight the

classic designs that are super loved and they're super trendy nowadays.

So this is

very relevant for the brand.

So other people, other materials that I'm going to incorporate into these um

products are going to be organic cotton

and louis Vuitton has already ventured into using organic cotton

um this year. So we're gonna

use that in this collection and then the packaging,

we want to have quality and eco friendly materials from top to bottom.

So

we're gonna make sure that everything is

yeah,

able to be recycled and um like

well used to the environment.

So next this is the product line examples,

the leather alternatives on the left there,

there's mushroom weather in the middle, there's pineapple leather

and on the right there's a bio fabricated leather. And um

those are all kind of examples of what we're going to use to make the bag sustainable

and also affordable. And the next you're going to see,

we're all going to these are the concept,

this is like the concept board of the mini bags um again inspired by the early two

thousand's and the nineties um that's kind of how

we're going to break into the new market,

having them all under $1000.

Again,

we're going to do that by making it sustainable.

So it's not, you wouldn't think of it as cheap.

You think of it as affordable and sustainable. So that's something really cool.

I think that you have to look at it as and then these

designs are kind of breaking into a new market by making them sustainable.

Okay, so then next

is the distribution plan. So the target market is gen Z and millennials.

So we're going to have around the younger age is around 18 to 30.

So we're going to have women who love classically baton designs and

the ones that are from the early two thousands and nineties.

And then women who value sustainable

materials and their experimental with fashion

and live in urban areas and stay up to date with fashion and luxury trends.

So then for the distribution in general, I want to have selective distribution.

So for this affordable sustainable collection,

we plan to distribute this collection in selective stores.

So next I'm going to kind of talk about specifically

where and why we want to do this selective distribution.

Um basically it's because finding stores

with customers who are experimental in fashion

and who have a nostalgia factor for passively Vuitton designs is the goal.

And we also want to expand into two new markets as I've been saying,

um an affordable collection

and a sustainable collection.

And then by doing this, it will bring a lot of popularity.

Hillary to vote on whether you're a collector

or a fan because it's going to technically be

Um marketed as affordable, even though it's under $1,000 for that brand.

That's it's cheaper.

And then it's going to be in select retail urban areas.

Um So next on, I'm going to talk about how it's going to be in new york city,

Los Angeles and Miami.

Um Those are two links to pictures there of

like an example of what the stores could look like

and then putting this collaboration in these stores will

be strategic and important and this will bring sales because

the people in these areas are willing to buy luxury

and they're willing to experiment with different ideas and different

Um trends in fashion. So this product again is going to be under $1,000, so

technically more affordable for the brand,

but it will always maintain the quality and heritage of the design,

but with a new twist of sustainability, which we see so many luxury brands doing.

So I think this is an awesome way to make it more affordable and sustainable.

Okay,

so then for our marketing strategy um since this collection is aimed

to be more affordable due to the alternative and sustainable materials,

using social media to grab the attention of gen Z is going to be the main focus,

our target market for these luxury

bags are gen Z and millennials.

So we'll be really engaging with content

using throwback themes on social media of like

past advertisements of louis Vuitton that you can see on the bottom there.

And then collaborating with popular gen z celebrities such as Emma,

chamberlain Sydney Sweeney, um India for instagram content will be key.

And then, as I said before, we want to always honor the luxury strategy,

which is the heritage in quality.

So we want to make sure that we keep the,

The advertisements classic and how they always have been.

So really tapping into the old advertisements in the 90s and

the 2000s and honoring that is really the goal here.

And like I said, we want to bring early 2000's aesthetic into it,

channeling different advertisements and prints for magazine ads.

And then yes,

And then these are some examples of specific ads from the

early 2000s and 90s that I would really want to use because

I think that

I really channels the vibe that we're also looking for

in this presentation and I'm going to just go back to

this which is like the main product line and the

idea which is this sustainability and affordability of this product,

which I think is a really cool idea

because it's basically making louis Vuitton feel more affordable

by having these really iconic designs and also

having it to be sustainable because so many

jen's ears are really into that and I think that's a perfect way to incorporate both.

So thank you so much

LV EXPANSION PLAN - luxury brand

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