Asian market is a very good opportunity since the Chinese market today is the third one in terms of luxury (12% of sales), behind Japan (41% of sales) and the USA (17%). What is more, Indians doubled their buying power between 1999 and 2003.
Another point that needs to be explained in the SWOT is the difficulty to pronounce the name « Louis Vuitton ». The brand image is above all a strategy issue. Some brands make the choice to highlight on purpose their French characteristics. Louis Vuitton is one of these companies who wish to take advantage of their French origin and who thus, try to emphasize their nationality through a phonetic senseless translation. Therefore, lù yì w?i d?ng will rarely appear in the press thus favoring its French appellation Louis Vuitton.
Buying a French product, the Chinese consumer buys a part of his dream. French brands benefit from a valuable image towards the Chinese consumers. However, they need to go further in order to avoid undesirable French stereotypes. Louis Vuitton benefits from a very sophisticated image, very top-of-the-range image. Its communication strategy targets a very small segment of the Chinese society, which fuels the desire to acquire such a product among a larger Chinese population seeking a certain social economic status.
Tags: Brand study of LVMH, Brand research of LVMH, branding strategy of LVMH, Louis Vuitton brand marketing, Louis Vuitton brand management
[...] We can think that this kind of target is linked to LV by the fact Marc Jacobs is the Artistic Director of the brand and because it is kind of trendy to have a Louis Vuitton bag essentially thanks to Paris Hilton and others starlet like her. So, we can say that, following our quantitative study, ads reach their targets, find their public and Louis Vuitton is really aware of that. That is why LV has two kinds of communication. [...]
[...] Our targeted respondents for our brand study are the French people as well as the Asian people who are known for being fond of Louis Vuitton. Thus, we interviewed people of different age (18-20 years old as well as older 35-45 and even 65 years old), all of them belonging to the middle- class mostly. Quantitative Study Sample Our study was filled out by using Survey monkey. We had 150 answers but we are aware of an error in our study becoming from our sample. [...]
[...] For many years Louis Vuitton focused more on the design of its products, their savoir-faire and their image than the sustainability of their stocks. But quickly, the company realized that their customers also expected the products to be always available in the shops. Louis Vuitton recognized this twist in the customers' mind and therefore, adapted its supply chain accordingly. Bernard Arnault, the CEO of LVMH noticed that: "If you control your factory, you control your quality; if you control your distribution, you control your image." Due to the success encountered, LVMH plans on globalizing the concept to more of its divisions in the group. [...]
[...] In this context, Louis Vuitton had a good advance in terms of place as it already had a good strategy regarding its points of sales. They were numerous, ideally situated in the big cities, and large. To cut a long story short, Louis Vuitton took a big risk in offering to sell its merchandise online. Indeed, the risk was to damage the brand image or the prestige, to reduce the aspect of exclusivity of the access to the brand, as well as to facilitate the counterfeiting. [...]
[...] Antoine Arnault, Director of Communication at Louis Vuitton explains: "We are extremely proud that an actor of such a stature has accepted to participate to the campaign" (referring to Sean Connery). André Agassi and Steffi Graff below, by Annie Leibovitz Keith Richards below, by Annie Leibovitz Today, Louis Vuitton is present in more than 53 countries excepting France. Newly shops were opened in Russia Moscow, in India New Delhi and in Romania Bucharest. We can also note that Madonna may be the next star to represent the brand for the spring-summer collection 2009 In 2004, the brand celebrated its 150th birthday! [...]
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