Case Study - Vertu, Gucci, Lv

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Executive summary Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty that is not affected by trends. These brands set seasonal trends and are capable of generating consumers, wherever they are established. In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their…show more content…
One of the main issues is counterfeiting. The report discusses many other impending risks and threats and how the three brands can counter attack them. Furthermore, it suggests theories and practices on how the three brands can sustain their aura of exclusiveness and fashion status. Finally, the report is concluded with a conclusion and recommendations on how to solve problems; one of which is counterfeiting. Introduction Luxury brands are an innovative concept both from the perspective of a marketer and the consumer. This case study specifically discusses and analyses the three brands i.e. Gucci, Louis Vuitton and Vertu. It contains information about their histories, products, business strategies, expansion strategies and more. This report will aim to criticise and discuss the key factors that help in maintaining their exclusivity, the global Marketing strategies they have put to practice and its pros and cons, how the three brands can maintain their aura and fashion status and finally a conclusion with recommendations on areas of improvements. Creating a luxury brand or product is a complex marketing task. The key success factors that impact on the exclusivity of a product or service are ; The brand image Quality of service Retail environment The management structure of the company Product range, Aesthetics and prestigious pricing. (Carrol_
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