The document analyzes Louis Vuitton's brand identity, strategies in China, and potential new extensions. It diagnoses LV's image, values, and personality as luxury, travel-focused, and timeless. It discusses over-exposure in China and strategies like educating consumers. It also considers pros and cons of LV entering the perfume market in China, given traditions and growth. Other potential extensions discussed include home goods, cars, and tiered product lines at different price points. The conclusion recommends tailored local strategies, exclusive experiences, and focusing on men's products to increase LV's sophistication in China.

1. Group: LV2
Students: HongWei, Jasmine, Quintus, FreD.

2. CONTENT
1. DIAGNOSIS
IMAGE, IDENTITY, VALUE
2. NO LOGO
RESEARCH, GOOD STRATEGY FOR CHINA?
3. BRAND EXTENSION: PERFUME
PRO, CONTRA, ALTERNATIVES
4. CONCLUSION

3. 1. Diagnosis of LV: a. keywords

4. Leather
luxury
1. Diagnosis of LV: b. Brand Image (Michel 97)
central core
peripheral system

5. EMBLEMS:
• luxury travel trunks
• “Speedy 30 Monogram”
1. Diagnosis of LV: c. Brand
Identity
SIGNS::
• logo L&V
• monogram
• damier canvas
• Colors: natural leather with
dark brown
PERSONALITY:
• Luxury
• Travel, enjoying quality time
• hedonism
• status
• Timeless
IDEOLOGY:
• Life is a journey
• Pure Timeless Collection
• Respect yourself
• Class cannot be replicated

6. 1. Diagnosis of LV: c. Brand Identity (Kapferer prism 1)

7. 1. Diagnosis of LV:
c. Brand Identity
(Kapferer prism 2)

8. PersonalValue: Louis
Vuitton strives for a
maximum of perfection
and glamour with a
lascivious-looking lady in
transparent gloves, red
lips and extra-shiny hair.
Source: http://www.marketing-trends-congress.com/archives/2010/Materiali/Paper/Fr/Heine_Trommsdorff.pdf
1. Diagnosis of LV: d. BrandValue / identity

9. Survey:What would
motivate you to buy LV?
3 distinct categories:
• quality seekers
• status seekers
• self-indulgers
Source: https://louisvuittonbrand.wordpress.com/customer-segmentation/
1. Diagnosis of LV: d. BrandValue / psychographic segmentation

11. 2. No logo: a. research
Copied too much?
Anteriority research China
> applicant: LouisVuitton Malletier
It is an EVOLUTION to SOPHISTICATIOIN
started in EU, USA, Japan, now China
trend with all luxury brands (some exceptions)
“most aspired brand”: 18% 1st tierVS 38% 3rd tier cities
zeitgeist for more individuality and exclusivity

12. many Chinese consumers think, “I can’t buyVuitton, I’ve seen it too
much, it’s a brand for secretaries.”
PR manager China: “we hope that people can pay attention to the
history and culture behind the Louis Weedon brand, with more
more emphasis on the spirit of travel: freedom, independence, pay
independence, pay attention to quality.“
2. No logo: a. research > China quotes

13. 2. No logo: good strategy for China?
show off is more important in China
sophistication in 1st tier cities
cannot completely do without damier / pattern
Suggestions:
educate consumers about LV’s spirit and culture
put different local focusses
“Tuhaos” remain important clients for LV

14. 3. Perfume: history and context
1920’s LV made perfume
It already exists (fake, see eBay)
Planned 2013, delayed
China’s tradition
VS booming product
China and fragrances:
• Almost inexistent before 1980
• Start selling form 1990 onwards
• Per capita spending on perfume
• US = 10 USD
• UK = 33 USD
• China = 0.5 USD (2011, mintel)
• Still not considered necessary
• Also in Japan it’s small

15. LV’s brand identity and territory can match
Make very exclusive
Only sell via LV channels (no Sephora etc…)
“Eau deVoyage” is different and very LV
Risk: “it’s not their “savoir faire”” (>discontinued brand extension)
3. Perfume: IF start selling

16. Arguments:
little added value
surely in China it’s limited
Make very exclusive
Only sell via LV channels (no Sephora etc…)
“Eau deVoyage” is different than other “perfumes” and “very LV”
Risk: “it’s not their “savoir faire””
3. Perfume: if NOT start selling

17. 3.PerfumeVS other brand extensions
Line extensions: already fully exploited?
Brand extensions:
car interiors (Range Rover),
home accessories/furniture (related with travel/style)
Vertical brand line extensions:
Upwards:VVIP,VIC (see SGP), limited series, …
Downwards: young-collection

18. 3.PerfumeVS other brand extensions

19. Leather
luxury
3. LV brand extension: Range Rover
central core
peripheral system
big

20. 3. LV brand extension: Range RoverVS Chrysler

22. conclusion
As is always the case when doing business “in China”, it is wrong to think
of ONE single market; we need to consider various areas/markets! Modern
cities vs second tier vs countryside
We would suggest focus on different products for different area’s (only in
first tier places “less logo” and perfume)
Connect with clients:
more exclusive allure,VIP travels, …
Experience centers, flagshistores, clubs
Pay enough attention to MEN (products)
STRATEGY? LV has not been the most expensive brand (below Hermes
for ex.), so if want to become more exclusive, then do it via “limited
series”, specialVIP collections, etc…

23. Want to know more? Contact?
If you want to know more about this study or want to know where
we got the information from, please contact:
DERBAUDRENGHIEN Frederic
frederic@kngasia.com
www.kngasia.com
Linked in:
https://cn.linkedin.com/in/frederbau