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Louis vuitton is still the leading luxry brand2t

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Louis Vuitton is a 164-year-old luxury brand founded in 1854 that generates $9.9 billion annually from luxury goods. It targets wealthy women aged 35-54 who value craftsmanship and prestige, as well as fashionable younger women aged 18-34. Louis Vuitton segments customers based on demographics like age and income, psychographics like lifestyle, and usage behaviors. It positions itself as a prestigious brand through high-quality leather goods and has direct control over its 460 store locations globally. To attract new customers, Louis Vuitton is enhancing the user experience of its website and launching a new Voyager perfume to increase its market share in the lucrative perfume business.

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Brand strategy
Founded 1854 ,164 years ago locations-460 (2017) Michael Burke (Chairman & CEO) Nicolas Ghesquiere (Creative Director) Virgil abloh (Creative Director) Products-Luxury goods Revenue- $9.9 billion (2017) Number of employees -121,289 (2014)
Current target market Targets consumers that value fine craftsmanship , tradition , style and exclusivity. Targets wealthy aged women from 35 to 54 years old. Targets affluent young fashionable female brand aspirant aged 18 to 34 years old having disposable income. Targets upper fashionably aware economic social class who have need to feel prestigious Targets consumers who feel importance of self esteem and power
Segmentation strategy It includes 3 segmentation as follows:- Demographic: Age Sex $75,000 plus constituting high disposable income Psychographic: Lifestyle Jet setters Trendsetter Prestige pursuers
Usage Heavy user Collection and storage of buyer information at the point of sale Heavy user are sent seasonal catalogues
Brand positioning
Competitor brands Affluent women PRADA affluent women 20-30 styilistically simple,high-end company Target market Product positioning GUCCI Actual jetsetters Social elites who are wealthy Distinctive , high-end products Compete on quality PRADA Affluent women 20-30 Fashionista seeking timeless products Shop luxary brands and carefully follow fashion trends Target heavy users Market leader in sunglasses High price Best known for accessories Target brand loyalist Compete on quality
HERMES Women of all ages Super luxury consumer Social elite , shops hermes Because all the women in her family do Expensive and exclusive High quality , hand made Best known for specially skill scarves and their h logo on leather products CHANEL Females 35-49,often married Heavy users Shop chanel in all product areas , shoes,clothing,cosmetics Chic and elegant product Timeless exclusive Best recognized for quilted leather bags ,lipstick and apparel
Direct marketing online marketing Louis Vuitton has enhanced its brand presence via social media channels
They do not sell any of their branded products in departmental stores. They feel that they have the best possible options to sell their products in their own stores, as their salespersons are highly professional with a keen mindset to tackle the customers in an intimate and warm environment. In the long term, this marketing strategy helps in the reduction of intermediary costs that other brands face while selling through long channels of distribution. This also results in direct dealings with the customers that lead to efficient and friendly relations. All its stores are located at very high profile and prime locations. Products in these stores are prominently displayed keeping in mind the latest fashions. Louis Vuitton has opened its outlets in different parts of the globe and they have at least three hundred retail outlets. This includes stores in Los Angeles, Dubai, Las Vegas, New York, Paris and Tokyo. Online purchase of Louis Vuitton products is possible only in the United States.
LV attracting new customers by enhancing User experience design of its web site.it includes graphic design of web portal
UX design based on 360 camera angle experience
Guerilla marketing Such a huge Louis Vuitton suitcase has appeared on the main square of Russia
When we hear the term guerrilla marketing, its hard not to think of guerrilla warfare -- which makes sense, since thats where this style of marketing got its name. In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. Budget-Friendly What marketers really enjoy about guerrilla marketing is its fairly low-cost nature. The real investment here is a creative, intellectual one -- its implementation, however, doesnt have to be expensive. In a way, guerrilla marketing works by repurposing your audiences current environment. Evaluate it, and figure out which segments of it can be repurposed to include your brand
Voyager perfume Brand extension why perfume? Available by all our competition , missing from the LV catalogue To cater to the already existing loyal LV customer Fulfill desires of people of owing a LV product Increase the market share Increase revenues
Competitors analysis Perfumes when sold through selective distribution channels are clearly luxury products , even if they corresponds to low-priced items. Brands like CHANEL , LANCOME, ESTEE LAUDER , DIOR and LANVIN launched perfumes as early as the 19th century. Other luxury brands like CHANEL , DIOR and ARMANI have an aided awareness of around 80% to 90% through their perfumes.
Louis vuitton is still the leading luxry brand2t
semantics-why voyager Core buisness of the brand- luggage maker LV heritage and signature products The LV customer who likes to travel and visit new places but one thing is constant: the LV bags , luggage and accessories Simple name and easy to remember Good sonority Invite the customer to travel and dream
Characteristics Positioning Global brands with extended product proportions Target the largest audience by creating desire with permission Accessibility A well established historical brand open sits door to YOU for a luxury land experience In line with customers looking for personal fulfillment over material / statutory distinction
customers Everyones welcome Price is not a discriminator in absolute terms , but remains a filter in relative terms
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Louis vuitton is still the leading luxry brand2t

  • 2. Founded 1854 ,164 years ago locations-460 (2017) Michael Burke (Chairman & CEO) Nicolas Ghesquiere (Creative Director) Virgil abloh (Creative Director) Products-Luxury goods Revenue- $9.9 billion (2017) Number of employees -121,289 (2014)
  • 3. Current target market Targets consumers that value fine craftsmanship , tradition , style and exclusivity. Targets wealthy aged women from 35 to 54 years old. Targets affluent young fashionable female brand aspirant aged 18 to 34 years old having disposable income. Targets upper fashionably aware economic social class who have need to feel prestigious Targets consumers who feel importance of self esteem and power
  • 4. Segmentation strategy It includes 3 segmentation as follows:- Demographic: Age Sex $75,000 plus constituting high disposable income Psychographic: Lifestyle Jet setters Trendsetter Prestige pursuers
  • 5. Usage Heavy user Collection and storage of buyer information at the point of sale Heavy user are sent seasonal catalogues
  • 7. Competitor brands Affluent women PRADA affluent women 20-30 styilistically simple,high-end company Target market Product positioning GUCCI Actual jetsetters Social elites who are wealthy Distinctive , high-end products Compete on quality PRADA Affluent women 20-30 Fashionista seeking timeless products Shop luxary brands and carefully follow fashion trends Target heavy users Market leader in sunglasses High price Best known for accessories Target brand loyalist Compete on quality
  • 8. HERMES Women of all ages Super luxury consumer Social elite , shops hermes Because all the women in her family do Expensive and exclusive High quality , hand made Best known for specially skill scarves and their h logo on leather products CHANEL Females 35-49,often married Heavy users Shop chanel in all product areas , shoes,clothing,cosmetics Chic and elegant product Timeless exclusive Best recognized for quilted leather bags ,lipstick and apparel
  • 9. Direct marketing online marketing Louis Vuitton has enhanced its brand presence via social media channels
  • 10. They do not sell any of their branded products in departmental stores. They feel that they have the best possible options to sell their products in their own stores, as their salespersons are highly professional with a keen mindset to tackle the customers in an intimate and warm environment. In the long term, this marketing strategy helps in the reduction of intermediary costs that other brands face while selling through long channels of distribution. This also results in direct dealings with the customers that lead to efficient and friendly relations. All its stores are located at very high profile and prime locations. Products in these stores are prominently displayed keeping in mind the latest fashions. Louis Vuitton has opened its outlets in different parts of the globe and they have at least three hundred retail outlets. This includes stores in Los Angeles, Dubai, Las Vegas, New York, Paris and Tokyo. Online purchase of Louis Vuitton products is possible only in the United States.
  • 11. LV attracting new customers by enhancing User experience design of its web site.it includes graphic design of web portal
  • 12. UX design based on 360 camera angle experience
  • 13. Guerilla marketing Such a huge Louis Vuitton suitcase has appeared on the main square of Russia
  • 14. When we hear the term guerrilla marketing, its hard not to think of guerrilla warfare -- which makes sense, since thats where this style of marketing got its name. In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. Budget-Friendly What marketers really enjoy about guerrilla marketing is its fairly low-cost nature. The real investment here is a creative, intellectual one -- its implementation, however, doesnt have to be expensive. In a way, guerrilla marketing works by repurposing your audiences current environment. Evaluate it, and figure out which segments of it can be repurposed to include your brand
  • 15. Voyager perfume Brand extension why perfume? Available by all our competition , missing from the LV catalogue To cater to the already existing loyal LV customer Fulfill desires of people of owing a LV product Increase the market share Increase revenues
  • 16. Competitors analysis Perfumes when sold through selective distribution channels are clearly luxury products , even if they corresponds to low-priced items. Brands like CHANEL , LANCOME, ESTEE LAUDER , DIOR and LANVIN launched perfumes as early as the 19th century. Other luxury brands like CHANEL , DIOR and ARMANI have an aided awareness of around 80% to 90% through their perfumes.
  • 18. semantics-why voyager Core buisness of the brand- luggage maker LV heritage and signature products The LV customer who likes to travel and visit new places but one thing is constant: the LV bags , luggage and accessories Simple name and easy to remember Good sonority Invite the customer to travel and dream
  • 19. Characteristics Positioning Global brands with extended product proportions Target the largest audience by creating desire with permission Accessibility A well established historical brand open sits door to YOU for a luxury land experience In line with customers looking for personal fulfillment over material / statutory distinction
  • 20. customers Everyones welcome Price is not a discriminator in absolute terms , but remains a filter in relative terms