By: Mary, Chayanee, and Sasima
History
• Early Days (1854-1892)
– 1854 - Louis Vuitton opens first store in Paris
– 1885 - first LV store opens in London, on
Oxford Street
– 1892 - Vuitton dies; the Vuitton company
begins selling handbags.
• Golden Age of Louis Vuitton (18931936)
– 1893 - Georges (Louis’s son) begins his
campaign to make the company into a
worldwide corporation.
– 1936 - The golden age of Louis Vuitton ends
as Georges Vuitton passes away. Estimates
attribute Georges Vuitton with over 700 new
Vuitton designs.
History
• Modern Age of Louis Vuitton (1937-1996)
– 1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka.
(Sales in Japan would come to account for nearly half of the company's
total revenue by the 1980s.)
– 1984 - Vuitton expands its presence in Asia by opening its first store in
Korea, in Seoul.
– 1987 - Moët et Chandon and Hennessy, leading manufacturers of
champagne and of brandy, respectively, merges with Louis Vuitton to
form the world's largest luxury goods conglomerate, LVMH. The group
is partly owned by the Christian Dior group, and Bernard Arnault is
Chairman and CEO of both companies.
– 1992 - The first store in China is opened at the Palace Hotel in Beijing.
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
Mission Statement
• “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.”
• Five priorities reflect the fundamental values shared by
all Group stakeholders:
- Be creative and innovative
- Aim for product excellence
- Bolster the image of our brands with passionate
determination
- Act as entrepreneurs
- Strive to be the best in all we do
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
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
Marketing Mix
Product
• 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
• Offer more types of product
including:
– Timepieces
– Shoes
– Agendas
– Jewelry
– Sunglasses
– Belts, scarves & Accessories
Product
“Three Levels of Product of Louis Vuitton”
Fashion
Durable
Customer
Care
Warranties
‘Luxury’
Brand
Quality
Lines of Product
Service
Gift
Wrappings
Price
• Premium Pricing
– Luxury image
– Selling Point
• Never on sale!!
• Price range:
– Handbags: $550 - $3,700
– Wallets: $200 - $700
Place
• Direct channels: Free-Standing Store
Place
• Department Stores:
– Macy’s New York
– Bloomingdales
– Saks Fifth Avenue
• Exclusive Distribution
– Limited number of stores and retailers
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”
Promotion
• Advertisements:
– Message
• Convey luxurious
image
– Means of media
• High-end Fashion
Magazines
– Eg. Vogue, Elle
• Billboards
Promotion
– Endorsements: Jennifer Lopez, Kate Moss,
Uma Thurman, and Scarlett Johansson
Promotion
• New advertising campaign
Imitation or Real?
• Fake LV’s are a continuous problem
• Spend $10 million a year on ripoff battle
– Part of sum goes to lobbyists
• Biggest sources of counterfeit
goods:
– Turkey, China, Morocco
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
Bibliography
• http://www.cigaraficionado.com/Cigar/CA_Arc
hives/CA_Show_Article/0,2322,619,00.html
• http://www.answers.com/topic/louisvuitton
• http://www.lvmh.com/
!! Thank You !!