LOUIS VUITTON

HOW IT ALL BEGAN AFTERALL?

•1854: BIRTH OF THE FIRST LV STORE BY LOIUS VUITTON

•WHY TRUNKS???

•1886: AN UNPICKABLE LOCK BY GEORGES VUITTON .

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 STATEMENTS

“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.”

BE CREATIVE

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AIM FOR PRODUCT EXCELLENCE

ACT AS ENTREPRENUERS

“STRIVE TO

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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

• 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

Product• Offer more types of

product including:– Timepieces– Shoes– Agendas– Jewelry– Sunglasses– Belts, scarves &

Accessories– Mobile Cases

Product

‘Luxury’

Durable

Quality

Lines of Product

Brand

Fashion

Service

WarrantiesCustomerCare

GiftWrappings

“Three Levels of Product of Louis Vuitton”

Price

• Premium Pricing– Luxury image– Selling Point

• Never on sale!!• Price range:

– Handbags: $550 - $3,700– Wallets: $200 - $700

• Department Stores:– Macy’s New York– Bloomingdales– Saks Fifth Avenue

• Exclusive Distribution– Limited number of

stores and retailers.– Direct channels: Free-

Standing Store

Place

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” LOUIS VUITTON'S AMERICA'S CUP 

Promotion

• Advertisements:– Message

• Convey luxurious image

– Means of media• High-end Fashion

Magazines– Eg. Vogue, Elle

• Billboards

– Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson

Promotion

PROMOTION

Nicolas Ghesquière served as Honorary Chair along with Karl Lagerfeld, Miuccia Prada and Taylor Swift at the Met Gala 2016.

• New advertising campaign

Promotion

Imitation or Real?• Fake LV’s are a continuous

problem• An annual budget of €15 million

earmarked just for counterfeiting matters in Louis Vuitton

• 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

DISCLAMAIRThis online presentation (the “Presentation”) is provided on a strictly private and confidential basis for information purposes only. This Presentation does not constitute or form part of, and should not be construed as, an offer, invitation or inducement to purchase or subscribe for securities nor shall it or any part of it form the basis of, or be relied on in connection with, any contract or commitment whatsoever. This Presentation does not constitute either advice or a recommendation regarding any securities.

MADE BY SHIVANI AGRAWALBIRLA INSTITUTE OF TECHNOLOGY AND SCIENCES