Louis Vuitton

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Louis Vuitton Presentation of the company Louis Vuitton is an international luxury French fashion house specialized in trunks and leather goods, founded by Louis Vuitton in 1854. As an emblem of the French luxury, Louis Vuitton knew how to make way on the international scene, by advancing an image of quality, elegance and refinement. Today, Louis Vuitton is one of the most recognizable and powerful brands in the world with more than 300 stores in 44 countries around the world and 2,7 billion of $ of turnover in 2008. With more than 150 years of history and experience, Louis Vuitton has managed to strengthen its name in the universe of the leather goods by proving itself innovative, modern and creative, and by advancing its craft, in…show more content…
The risk is that proposing products on the Internet can engender a deterioration of the brand image, especially in the case of Louis Vuitton, which has based its strategy on exclusive distribution MIX MARKETING IN JAPAN We are going to analyse why and how this brand has established itself in Japan as the leading luxury brand. Product: First it is important to say that Japanese people appreciate brands with long history and tradition and this is one of the reasons why Louis Vuitton is very successful in Japan. The French know-how in luxury is an argument very important appreciated by Japanese people. For them, Louis Vuitton is the symbol of French luxury. Moreover, the Japanese love the high quality products. Indeed, they generally have small houses but they love to wear quality and luxury items. The main successful product in Japan is the Louis Vuitton bags. Japanese appreciate Louis Vuitton bag because it is never out of fashion. Indeed, the models are approximately the same since many years, unlike its competitors who create every year, a new collection. When Japanese people buy a bag, they are sure that the bag will not be soon out-dated and that they could keep their product for a very long time. Almost all Japanese have a Vuitton (men and women). One out of six Japanese has at least one item of the brand; 40 % of Japanese woman have a LV bag whereas only 1 to 2% of

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