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The establishment of two French giants of the luxury in Japan: LVMH and PR

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  1. Introduction
  2. Changes in the luxury sector
  3. The luxury of exclusive and accessibility
  4. Origin and history - Luxury
    1. History of luxury
    2. Product specifications of Luxury
    3. A perfect product
    4. Attractive packaging
    5. A strategic price
    6. A distribution study
  5. An elitist voluntary communication
  6. The causes of this change include the following - democratization of the sector
    1. The financial causes
    2. The sociological causes
    3. The causes related to innovation
  7. The paradoxes through the 4Ps
    1. Price Paradox
    2. Product Paradox
    3. Paradox of distribution
    4. communication paradox
  8. Luxury in the 21st Century
  9. The exclusive luxury of the People
  10. The new luxury
  11. Focus on the brand
    1. Presentation
    2. All attributes
    3. All benefits
    4. The set of values
    5. A culture
    6. A personality
    7. A user profile
  12. The luxury brand
  13. The dangers
    1. The first danger comes from consumer products
    2. The second danger comes from the proximity between the management of luxury and the mass distribution
    3. The third and last danger for the overexposure and trivialization of luxury
  14. The evolution of marketing strategies of luxury
  15. Tools
    1. The extension of the range, the variation
    2. The line extension, diversification
    3. From co-branding to masstige
    4. The accessorization of luxury
  16. Marketing Mix
    1. The product
    2. The price
    3. Distribution
    4. Communication
  17. Internet and luxury
  18. Investing networks of influence
    1. internet: luxury and affinity
  19. Consumer expectations
  20. The Internet media at a glance
    1. Internet is
  21. Investments of luxury growing on the web
  22. Internet users in the high income group
  23. Luxury and the internet
  24. Rules to follow
  25. Understanding social media
  26. Differences in methods of traditional Media
  27. Writing for social media
  28. According to the Social Media Guide, to be forceful with social media, you must
  29. Types of Social Media
    1. Social networks
  30. The value of social networks for luxury brands
  31. Major social networks
    1. Facebook
    2. LinkedIn
    3. Service
    4. MySpace
  32. Facebook, the first social network
  33. Attracting fans on my Facebook page
  34. Communities of content
  35. The main communities
    1. Sharing
    2. Share videos and photos
    3. Document sharing
  36. YouTube, one of the most visited of the world
    1. Example Campaign
    2. The microblogs
  37. A few statistics
  38. Here are some examples of what he can do on Twitter
  39. Luxury brands increasingly present on twitter
  40. Blogs, the new mouthpiece of luxury
  41. Which blogs are targeted?
  42. Blogs: often the source of a buzz
  43. What is the buzz
  44. What is the trash attitude?
    1. The trash today
    2. Trash and luxury
  45. A new approach, glam trash
  46. The example of the glam-trash of the Louis Vuitton
  47. Measure the effectiveness of its campaign
  48. Follow the buzz
  49. How to measure the phenomenon of buzz?
    1. Google Alerts
    2. Google Blogsearch
    3. Google trends
    4. Wikio
    5. Technorati
    6. twirus.com
    7. MonitorThis
    8. Samepoint
  50. Social Mention (Alerts and Social Mention)
    1. whostalkin.com
    2. TweetScan (and email alerts Twitter)
    3. Tweetbeep
  51. Twitrratr
    1. Twitter Search
  52. ROI measurement of the commitment of my brand in social media
  53. The measure of progress
  54. Application on Twitter
  55. Measurement tools from the Social Media Guide
  56. Measurement tools of engagement
  57. Illustration: Louis Vuitton BITCH
  58. Analyze
  59. The perfume market
  60. Competition
  61. SWOT
  62. Aims
  63. Targets
  64. Positioning
  65. The 4 Ps
  66. Budget Analysis
  67. Conclusion

The global luxury market is growing steadily over the past decade, from about 7% to 8%. Several factors explain the good health: a global economic dynamics, high net worth individuals and major consumer of luxury emerging from globalization that is increasingly pronounced.

However, the year 2007-2008 has seen the progression of a slight slowdown due to the adverse global environment. The sector has been growing only by about 4%. The market is dominated by large European industrial groups, be they Italian (Prada, Armani, Bulgari, Valentino) or French (Christian Dior, Hermes, Chanel ). Some U.S. groups are also present: Estee Lauder, Ralph Lauren, Tiffany.

Two industry groups are clearly distinguished by their size and portfolio of brands they have. The most important player in the luxury is of course the French group, LVMH (Louis Vuitton, Kenzo, Fendi, Givenchy, Marc Jacobs, Celine, Berluti .). With a turnover of 16.718 billion euros, Louis Vuitton dominates all its competitors.

The second main actor is Gucci Group (Gucci, YSL, Balenciaga, Boucheron, Sergio Rossi, Alexander McQueen, BOTTEGA VENETA) which achieved a turnover of around 6.38 billion euros for 2008, a figure that is more than half that of its competitor.

After Chanel (5 billion), Rolex, Hermes, luxury is divided into three categories: leather goods, jewelry and ready-to-wear segment. Here the focus is on trade in leather goods across the group LVMH and Gucci. The purpose of this analysis is the implementation and success in Japan of the two giant French luxury goods, LVMH and PPR.

Japan is the largest consumer of luxury goods and LVMH and PPR are the two leading players of the luxury market worldwide. Although present throughout the world, these two groups account for nearly 20% of their sales in Japan. The aim of this study is to demonstrate the reasons for the success of these brands in Japan by relying on official data sources that are verifiable.

For large firms the luxury French or foreign, Japan is and will remain a key market. All these brands have seen the Japanese market their best years and the fastest growing.Unlike many other markets, Japan has a very specific idea of luxury and this, the luxury brands have understood.

Of course, this year will be marked by a strong global crisis, certainly the major economies are in recession for much cash, albeit the growth is currently out of date and many projects are abandoned. However, many projects are in the drawers of the leaders of major luxury brands and many are destined for Japan.


The crisis is serious and real, but "the luxury, however, will suffer less from the crisis than other sectors and its margins, even if they are reduced, will remain very high: those of Richemont and LVMH should revolve around 18% in 2010 against 21% in 2007, "cautions the Japanese firm Nomura.

The crisis will not last forever and the R & D and marketing are already preparing their future products and collections.One thing is clear, however, Japan will be still more the market paradise where luxury is king.

China and some countries of Southeast Asia are showing a greater interest in the major luxury brands. Although China remains a difficult market for online access where counterfeiting is rampant, the major luxury brands seem determined to make it a lucrative market just as the Japanese market.

Tags: Luxury brands, establishment of top luxury brands, Japanese market

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