Louis Vuitton minicase

1. LOUIS VUITTON

2. HOW IT ALL BEGAN
AFTERALL?
•1854: BIRTH OF THE FIRST LV
STORE BY LOIUS VUITTON
•WHY TRUNKS???
•1886: AN UNPICKABLE LOCK BY
GEORGES VUITTON .

3. 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

4. MISSION STATEMENTS
“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.”

5. BECREATIVE
BOLSTERTHE
IMAGEOFOUR
BRANDSWITH
PASSIONATE
DETERMINATION
AIM FOR
PRODUCT
EXCELLENCE
ACT AS
ENTREPRENUERS
“STRIVETO
BETHEBEST
INALLWE
DO”

6. 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

7. 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

8. Marketing Mix

9. • 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

10. Product
• Offer more types of
product including:
– Timepieces
– Shoes
– Agendas
– Jewelry
– Sunglasses
– Belts, scarves &
Accessories
– Mobile Cases

11. Product
‘Luxury’
Durable
Quality
Lines of Product
Brand
Fashion
Service
Warranties
Customer
Care
Gift
Wrappings
“Three Levels of Product of Louis Vuitton”

12. Price
• Premium Pricing
– Luxury image
– Selling Point
• Never on sale!!
• Price range:
– Handbags: $550 - $3,700
– Wallets: $200 - $700

13. • Department Stores:
– Macy’s New York
– Bloomingdales
– Saks Fifth Avenue
• Exclusive Distribution
– Limited number of
stores and retailers.
– Direct channels: Free-
Standing Store
Place

14. 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”
LOUIS VUITTON'S AMERICA'S CUP

15. Promotion
• Advertisements:
– Message
• Convey luxurious
image
– Means of media
• High-end Fashion
Magazines
– Eg. Vogue, Elle
• Billboards

16. – Endorsements: Jennifer Lopez, Kate Moss,
Uma Thurman, and Scarlett Johansson
Promotion

17. PROMOTION
Nicolas Ghesquière served as Honorary Chair along with Karl
Lagerfeld, Miuccia Prada and Taylor Swift at the Met Gala 2016.

18. • New advertising campaign
Promotion

19. Imitation or Real?
• Fake LV’s are a continuous
problem
• An annual budget of €15 million
earmarked just for counterfeiting
matters in Louis Vuitton
• Biggest sources of counterfeit
goods:
– Turkey, China, Morocco

20. 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

21. DISCLAMAIR
This online presentation (the “Presentation”) is provided on a
strictly private and confidential basis for information purposes only.
This Presentation does not constitute or form part of, and should
not be construed as, an offer, invitation or inducement to purchase
or subscribe for securities nor shall it or any part of it form the basis
of, or be relied on in connection with, any contract or commitment
whatsoever. This Presentation does not constitute either advice or
a recommendation regarding any securities.
MADE BY SHIVANI AGRAWAL
BIRLA INSTITUTE OF TECHNOLOGY AND SCIENCES