anjalicutek
Anjali Khurana
Louis Vuitton Malletier — commonly referred to as Louis Vuitton (French: [lwi vɥitɔ̃], commonly Anglicized as /ˈluːiː viːˈtɒn/), or shortened to LV — is a French fashion house founded in 1854. The label is well known for its LV monogram, which is featured on most products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewellery, accessories, sunglasses, and books. Louis Vuitton is one of the world's leading international fashion houses. Louis Vuitton sells its products through small boutiques in high-end department stores, and through the e-commerce section of its website.[2]
The Louis Vuitton label was founded by Monsieur Vuitton in 1854 on Rue Neuve des Capucines in Paris.[3] In 1858, Monsieur Vuitton introduced his flat-bottom trunks with trianon canvas, making them lightweight and airtight.[3] Before the introduction of Vuitton's trunks, rounded-top trunks were used, generally to promote water run off, and thus could not be stacked. It was Vuitton's gray Trianon canvas flat trunk that allowed the ability to stack with ease for voyages. Becoming successful and prestigious, many other luggagemakers began to imitate LV's style and design.[4]
In 1867, the company participated in the universal exhibition in Paris.[3] To protect against the duplication of his look, he changed the Trianon design to a beige and brown stripes design in 1876.[4] By 1885, the company opened its first store in London, England on Oxford Street.[3] Soon thereafter, due to the continuing imitation of his look, in 1888, the Damier Canvas pattern was created by Louis Vuitton, bearing a logo that reads "marque L. Vuitton déposée," which translates to "mark L. Vuitton deposited" or, roughly, "L. Vuitton trademark". In 1892, Louis Vuitton died, and the company's management passed to his son.[3][4]
Marketing Mix
Product
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
“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
Place
Direct channels: Free-Standing Store
Place
Department Stores:
Macy’s New York
Bloomingdales
Saks Fifth Avenue
Exclusive Distribution
Limited number of stores and retailers
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”
Promotion
Advertisements:
Message
Convey luxurious image
Means of media
High-end Fashion Magazines
Eg. Vogue, Elle
Billboards
Promotion
Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson
Promotion
New advertising campaign
The Louis Vuitton label was founded by Monsieur Vuitton in 1854 on Rue Neuve des Capucines in Paris.[3] In 1858, Monsieur Vuitton introduced his flat-bottom trunks with trianon canvas, making them lightweight and airtight.[3] Before the introduction of Vuitton's trunks, rounded-top trunks were used, generally to promote water run off, and thus could not be stacked. It was Vuitton's gray Trianon canvas flat trunk that allowed the ability to stack with ease for voyages. Becoming successful and prestigious, many other luggagemakers began to imitate LV's style and design.[4]
In 1867, the company participated in the universal exhibition in Paris.[3] To protect against the duplication of his look, he changed the Trianon design to a beige and brown stripes design in 1876.[4] By 1885, the company opened its first store in London, England on Oxford Street.[3] Soon thereafter, due to the continuing imitation of his look, in 1888, the Damier Canvas pattern was created by Louis Vuitton, bearing a logo that reads "marque L. Vuitton déposée," which translates to "mark L. Vuitton deposited" or, roughly, "L. Vuitton trademark". In 1892, Louis Vuitton died, and the company's management passed to his son.[3][4]
Marketing Mix
Product
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
“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
Place
Direct channels: Free-Standing Store
Place
Department Stores:
Macy’s New York
Bloomingdales
Saks Fifth Avenue
Exclusive Distribution
Limited number of stores and retailers
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”
Promotion
Advertisements:
Message
Convey luxurious image
Means of media
High-end Fashion Magazines
Eg. Vogue, Elle
Billboards
Promotion
Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson
Promotion
New advertising campaign