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Sectoral study of Louis Vuitton

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documents in English
case study
50 pages
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  1. Introduction
  2. The field of high-end leather goods
    1. Market
    2. Consumers
    3. Evolution
  3. The LVMH Group
    1. Assessment of the LVMH group
    2. The LVMH group activity
  4. Louis Vuitton holds the keys to success
    1. Innovation Policy
    2. Communications Policy
    3. Sales Policy
    4. Pricing Policy
  5. Counterfeiting
    1. Counterfeiting: true and false
    2. Louis Vuitton counterfeiting
  6. Reflection on the luxury
    1. History
    2. The Louis Vuitton leather goods

Leather is a strategic market for the luxury industry. Supported by interest of customers, leather goods are upscale and luxury goods that are experienced as one of the fastest growing sector in recent years while offering high margins. Even today, the leather remains one of the luxury segments most resistant to a global economy in times of deterioration. It is very attractive, and the market becomes very competitive and logical.

There is an axis of diversification of choice for luxury brands, fashion or sports apparel. This multiplication of actors forced brands to seek paths of differentiation through the creation, distribution, or communication. The leather sector's craftsmanship is famous for the quality of its products with high added value, especially on the luxury market.

Leather goods are moved from the utilitarian object to the essential accessory and complementary fashion dress, like beige with a circle, in reserve, a quatrefoil flower, a curved beige diamond surrounding a star with four branches curved and a star with a dot in the center, in beige on brown background, and inscribed: Who am I? Added to these three logos are LV initials of the famous Louis Vuitton Monogram canvas. It is the symbol of the world's leading brand of luxury, but also reverses the success.

Both the LV initials, and first letters of LVMH, are the world's largest luxury brands. Louis Vuitton, the most prestigious French business of luxury leather goods, has for years been an incredible success, and has been continually expanding. Recently, consumer behavior changed, and competitive pressure increased. However, Louis Vuitton continues to lead and has enjoyed worldwide success as the quality of its products for diversity, and a company with a history, tradition and know-how that is indisputable.

Industries of fashion and luxury: annual turnover: 95 billion euros; this sector includes haute couture, jewelry, jewelry, leather goods, luxury perfume, cosmetics and fine glassware; major industry groups: LVMH, Chanel, Hermes International; employees: 150,000.

Luxury is a significant world market, heavily concentrated in Europe, North America and in constant development in Asia. The industry leader is undoubtedly France with nearly half of production. Luxury is the second largest economic sector in France, thanks to the fact that it serves a broad customer base.

Buoyed by the robust health of the luxury sector as well as the popularity of French and foreign fashion goods, leather goods now has the wind in their sails. Investment policies and research and development majors have allowed the leather to accommodate a market increasingly moving.

Handbags, belts, wallets, briefcases are now the objects indispensable to customers requesting more fashion accessories. This is the great turning point in recent years have a bag "trendy" is just an outward sign of wealth is also in possession of an object chic and unique, to satisfy his desire differentiation and originality. Women are the main clients because of their sensitivity to fashion trends. One can easily see an increase in demand for young women 18 to 25 years.

In the production of fashion accessories, leather goods carry the torch. Leather goods are essential supplements became on dress, in the foreground with the success of the handbag. Luxury homes benefit from this craze to expand their range of leather goods which represents a significant share of their turnover.

Tags: luxury market, Luis Vuitton, LVMH, sectoral study of Louis Vuitton

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