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The mount of the luxury: the case of Louis Vuitton

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About the document

Published date
Language
documents in English
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Word
Type
thesis
Pages
143 pages
Level
General public
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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

In a few years, one can imagine a luxury brand connecting through an accessible format to everyone. This situation is similar to the era when internet or television was unthinkable. Brands always made a point not to address to a target public to be accessible and be closed off. Today, these brands are being affected by the economic crisis.

Furthermore, attitudes are changing; society evolves and restructures itself in different ways. The Internet has shaken up the habit and the luxury sector can no longer be confined to a narrow and elitist target. Advertisers have realized that they should expand their target to reach a wider audience. That is why luxury is democratized.

Indeed, brands are increasingly present in the mass media that address a large target. It is particularly true of Channel which launched a television advertising campaign for its Channel No. 5 perfume. The spot, directed by Jean-Pierre Jeunet, is titled "Night Train" and features two strangers, played by Audrey Tautou and Travis Davenport, who are attracted to each other. As usual, the sets are gorgeous, and the story is romantic and is taken in a large budget. This also reminds one of its last campaigns for the same perfume featuring Nicole Kidman,

This raises a question: What strategy must the luxury brands adopt in order to be visible on the internet without becoming too accessible and thus lose their legitimacy in this area?

To answer this question, this study will look for any "First, in the first part of the luxury sector. It will study its history, its changes, but also the current position of luxury brands in the society and the paradoxes that arise from the democratization of the area. Then in the second part, it will consider the "use" Internet luxury. The different social media strategies that the luxury brands need to adopt in order to generate the "best interests of its target will be reviewed. Finally, a third and final part, it will apply the proposed strategy through the launch of the first Louis Vuitton perfume.

Economically, there is a booming luxury market worldwide. In addition, forecasts for the future is more than reassuring. According to RTL after the first quarter of 2010, the annual growth of global luxury goods market rose from 4% to 1%. 2010 was presented as a year of "stabilization".

Global sales of luxury in 2009 decreased by 8% overall, however the last quarter of the year predicted by the slightgrowth. According to the figures and trends of the first three months of 2010, the luxury market to grow by 4% throughout the year even though the first half appears to be better than the second.

The encounter of luxury and marketing brought about a new argument: In addition, the luxury is more visible thanks to the increase in the number of existing luxury brands, but also through the many advertising campaigns and media coverage of these brands.

There is also an extension of distribution networks as well as "an increase in exclusive boutiques and also the" appearance of selective distribution channels employing the same codes as those in supermarkets. Indeed, the marketing techniques used by the luxury brands has evolved.

Tags: The luxury market, media and communication, launch Louis Vuitton perfume

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