...LOUIS VUITTON IN JAPAN -CASE #14 REVIEW LOUIS VUITTON IN THE JAPANESE MARKET ABSTRACT The purpose of this paper is to review the Louis Vuitton business model and the success experienced in the Japanese marketplace. This paper will discuss opportunities and challenges that have been realized by the Louis Vuitton brand while located in Japan, and the specifics to the Japanese luxury market. A review of how the Louis Vuitton brand first entered the Japanese marketplace, the cultural aspects related to social status and luxury goods, which that have helped with the sales growth for the company’s products. Along with tactics embraced later on to strengthen its brand will also be reviewed. The appeal of the Louis Vuitton luxury high priced product, and how the French company’s image helped to sell itself to Japanese consumers with disposable income will be analyzed. The success of various marketing strategies, utilizing the images of actresses to help launch a successful sales campaign will be reviewed. Along with a review of the company’s success by working with various fashion designers to create colorful fashion trends with Japanese inspired themes, through the collaborative work with well-known Japanese artists. The global recession, its effect on the Louis Vuitton product line and sales will be analyzed along with new challenges the company faces for the future. Finally, a discussion on the future success for...
Words: 2754 - Pages: 12
...WASEDA BUSINESS & ECONOMIC STUDIES 2009 NO.45 Luxury Brand Strategy of Louis Vuitton - Details of Marketing Principles by Shin'ya Nagasawa* Abstract: By systematicallybreaking down the strategy of the single Louis Vuitton luxury brand into the four Ps (Product, Price, Place, and Promotion), our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words, the object is to distill the rules and principles of success strategies for luxury brands as well as to derive a business model for success. Showing that the current rise of Louis Vuitton is not a coincidence but rather something achieved through strategy will surely be of interest to firms struggling with lack of brand power or those looking to boost brand power. 1. Introduction Consumers like brand items, while researchers like brand theory. Although scholars also use the word "brand" to refer to the likes of Coca-Cola and McDonald's, there is a vast gulf between these brands and the luxury brands we explored in the previous book. In researchers' brand management theories, one rarely finds mention of representative luxury brands like Louis Vuitton or Dior, or of LVMH. Based on this awareness, we carefully scrutinized the ecology of the unique LVMH firm, considering the nature of the brand as distinct from commodity markets, although * Shin'ya Nagasawa is a professor of MOT (Management of Technology) at...
Words: 7622 - Pages: 31
...of these factors within a marketing plan, any company or business may strive to be boundlessly prosperous in its given field. Business Overview Louis Vuitton, the brand, and the person, share humble beginnings. At the tender age of sixteen, Louis Vuitton began working as an apprentice in Paris, France in 1837. In a period when transportation occurred primarily by trains, boats, and carriages, luggage underwent a significant amount of wear. It was important for individuals to protect their belongings while traveling great distances and throughout long journeys. It was during his apprenticeship that Vuitton began building customized boxes and trunks tailored to meet the needs of clients. Seventeen years later, Vuitton embarked on the beginning of his own business. In 1859, the Louis Vuitton workshop began with merely twenty total employees, expanding later to one hundred workers in 1900, and again in 1914 to include 225 persons (Louis Vuitton, 2015). During the early 20th century, travelers of all walks of life carried all valuables and possessions in trunks and boxes. Often in this period, the possessions of many voyagers were preyed upon by thieves and burglars. It is because of these robberies that Louis and his father Gorges Vuitton wanted to protect the precious possessions of their clients. Knowing that many times clients traveled with all of their worldly...
Words: 6736 - Pages: 27
...turn your head and Louis Vuitton is everywhere. The celebration of the 30th anniversary of the presence of the illustrious, glittering French multinational in Japan took place in Aoyama, one of Tokyo’s fashionable districts. A unique vision of luxury took shape when Louis Vuitton opened yet another new store inside Comme des Garçons on September 4, 2008, in the heart of Japan’s capital. The pop-up store situated on the prestigious Omotesando Street was an illustration of Louis Vuitton’s attachment to the Japanese luxury market. Yves Carcelle, chairman and CEO of Louis Vuitton, said, “This project not only brings a new meaning to luxury, but also speaks volumes about how the know-how and heritage of Louis Vuitton have always been perceived in Japan, including by its foremost designers. We are very proud to have been able to help Rei Kawakubo2 relive her memories in such an original and creative way.”3The Omotesando guerrilla marketing event reflected Louis Vuitton’s success in Japan. Louis Vuitton had been following an aggressive marketing strategy in the country, opening extravagant stores such as those in Ginza or Roppongi.Take a walk on Ginza’s main street, Chuo Dori, the centre of a paradise for shoppers, with longestablished department stores, such as Mitsukoshi, Takashimaya and Matsuzakaya. Continue through the high-end fashion street Namiki-dori. Stop. There it is. You have reached the massive flagship Louis Vuitton store. When Louis Vuitton, the world’s biggest...
Words: 7967 - Pages: 32
...and Strategy Author: Jessica Rushing Professor: Dr. Andryce Zurick Date: May 18, 2015 Louis Vuitton in Japan Company Name: Louis Vuitton Topic of the Week: External and Global Environment Synopsis of the Situation As of 2009, the Japanese market accounted for 45 percent of all luxury goods sold globally (Pearce & Robinson, 2013, p 14-11). Louis Vuitton preemptively identified Japan as a location that would help boost sales and brand loyalty, opening its first store in Japan in 1977 (Pearce & Robinson, 2013, p 14-14). The brand is facing some challenges as it attempts to continue seeing growth in the Japanese market. These challenges include competition, reduced location product availability, and counterfeit products to name a few. Due to the fact this country currently accounts for a large percentage of luxury goods being sold, the competition is at an all time high. Louis Vuitton faces challenges while battling rivals such as Bulgari, Gucci, Coach, and similar companies. Competition in the marketplace is a strong component of any company’s external environment. According to our text, an external environment includes, “the factors beyond the control of the firm that influence its choice of direction and action, organizational structure, and internal processes (Pearce & Robinson, 2013, p 87). In addition, Louis Vuitton has limited its targeted demographic to individuals that can afford high-end luxury items. This forces an increased...
Words: 1382 - Pages: 6
...PUBLIC RELATIONS & EVENTS IN LUXURY Lousi Vuitton CASE STUDY SKEMA BUSINESS SCHOOL LUXURY AND FASHION MANAGEMENT GROUP MEMBERS: Huanping HU Jingcheng LI Mingjun XIE Yuzhu ZHAO Yinghang ZHOU PUBLIC RELATIONS Definition There is not one single generally accepted definition of public relations. Instead, there are many ways to define it. Generally speaking, public relations (PR) is the practice of managing the spread of information between an individual or an organization(such as a business, government agency, or a nonprofit organization) and the public. Significance/Purpose • Significance: public relations possess deep skills in media relations, market positioning and branding. • Purpose: to help companies deliver clear and unambiguous information to a target audience that matters to them event not sometimes. Composition • Public relations work consists of a variety of activities by individuals and organizations intended to promote a positive relationship or image among. General kinds of PR work: Publicity, Event management, Publication design. (Their products are intended to influence public opinion and are designed to promote and protect an individual or organization's image and products.) • Tactics Financial public relations Consumer/lifestyle public relations Crisis communication Internal communications Luxury Brand Government relations Food-centric relations IN LUXURY History of Louis Vuitton • • • • In 1854 it was first introduced...
Words: 3658 - Pages: 15
...October 14, 2013 Louis Vuitton Case Study 1. What has made Louis Vuitton’s business model successful in the Japanese luxury market? Louis Vuitton’s business model in Japan is truly extraordinary in the way they use product, price, place, and promotion. The company was founded on producing products of the highest quality by Louis Vuitton Malletier in 1854. LV continuous effort to innovate their product through partnerships with local artist to create limited product lines and never deviate from the founding father’s vision is directly related to LV’s success. Louis Vuitton’s product image in the consumers mind is so important that they are taken huge measures in preventing counterfeiting of their product globally. The next portion of the LV’s business model is price. For a majority of company’s price is determined all by market demand and can fluctuate in order to stimulate or maintain consumer demand. For LV it is different, their products are priced unnecessarily high all the time despite what the market demand is. They do this because LV products are luxurious status symbols and in this sense offer absolute value out of a purchase. If the company prices their item any lower than what the current price is then the LV label will hold its social value. LV’s choice of place is unique because they only sell from a very small number of stores of which are mostly owned by the company. This is unique because traditionally an increase and sales can directly...
Words: 738 - Pages: 3
...INT204 October 19, 2014 Midterm Quiz Answer each question. You must use the D2L guide (only!!!!) for the Chicago B referencing format. Think about what disciplines your work addresses and then search relevant DePaul databases: Sociology? Economics? Marketing? Geography? Law? Nongovernmental? Governmental? Names of all those in your group with phone numbers and emails: Group topic/theme (be simple and direct): a. Louis Vuitton handbags Particular research tasks (division of labor) and who is doing it (depending on how many you are): a. Sara: The history and establishment of the brand Louis Vuitton. b. Xuan/ Miranda: The market, revenue, and statistical and demographical information of the brand Louis Vuitton, especially its handbags. 1. What is your project's tentative title. (hint: use simplest word combination that accessibly and precisely communicates the list of your research. Hint: think about keywords that researchers would need to use to find YOUR work. a. 2. How many hours have each of you spent researching potential topics as of today? a. name/hours: Sara/ 4 Hours b. name/hours Xuan/ 4 Hours 3. How many hours has your group spent researching your chosen/particular topic as of today? a. name/hours: Sara/ 14.5 Hours b. name/hours: Xuan/ 14.5 Hours 4. List the scholarly databases used (do not list GoogleScholar at this point—this is NOT a database; nor can you use Academic Search Premier, WorldCat, news databases, or JSTOR, though you’ll be able to...
Words: 888 - Pages: 4
...Positioning of Louis Vuitton Company on the Digital World Students Name Institute Affiliation Date ABSTRACT 1. The study utilizes an investigative approach to finding out the positioning of the luxury brand in the digital world; a case of Louis Vuitton Company. Louis Vuitton is one of the best luxury brands in the market with a worth estimate of $24.7 billion. Many luxury brands have not bought the idea of going online and utilizing the digital platform in marketing their products. Nowadays it is very crucial and as well relevant for any luxury brand to go digital. With the world’s economic changes, people have revised their spending and diverted to a rather more relevant daily survival practices. In such a scenario, Luxury brands need to do an aggressive marketing and making their presence be felt all over the world. The technological advancements in the business sector are playing a bigger role rather. The digital platform has been in use for decades now with many business sectors going online. It is noted that as many business sectors would like to venture in the e-commerce, many luxury brands haven’t bought the same idea. Luxury brand companies have the notion that the digital marketing is made for small and middle-level range of commodities. In the year 2014, only three luxury brands gained their strength in the market with Louis Vuitton taking the lead. Therefore, we ask this question, what makes Louis Vuitton take the lead in the market in this transforming technological...
Words: 3095 - Pages: 13
...3/14/2013 JITESH ANAND 10IB-033 CASE STUDY: LOUIS VUITTON IN INDIA Louis Vuitton in India | Jitesh Anand 1. INTRODUCTION: Luxury Brands in India If it was few decades ago, there was a very limited scenario one could see with respect to the luxury market in India. Those days luxury market was associated with the rich class and with very few upper-middle class people. However, with the involvement of number of international luxury brands in the country, the shape of the luxury market in India has undergone a dramatic transformation. When it comes to the word luxury it is mostly misunderstood with the meaning beyond the reach of common man. With every year passing by, the so called beyond the reach of common man is proving to be a false fact. Luxury products are becoming the necessities not only for the rich class or upper middle class but also for the middle class people. Luxury market in India is build up on basic four elements which are quality, value for money, customer satisfaction and the most important creativity. In order to be successful in Indian market luxury brands should be able to sustain and fulfill these criteria on a long term basis. The Indian luxury market is growing at a rate of 25% which simply implies the consumption of luxury products has been increasing at a fast pace. India is becoming the new destination for luxury brands across the globe and Indian government opening Foreign Direct Investment (FDI) in retail has resulted in many global...
Words: 3072 - Pages: 13
...MODULE TITLE: Strategic Management MODULE CODE: MAN4169M MODULE LEADER: Dr. Nikolaos Papageorgiadis DEADLINE FOR SUBMISSION: Tuesday, 30th April, 2013 TOPIC:Strategic Evaluation of Louis Vuitton STATEMENT OF AUTHENTICITY: I certify that this assignment is the result of my own work and does not exceed the word count noted below. PAGE COUNT: 24(Including Title Page) UB NUMBER:12017925 EXECUTIVE SUMMARY The personal luxury goods industry is one in which the luxury products created are goods of very high quality but are very expensive as a result of these high levels of quality. The customer range in this particular industry is usually of high net worth or high earners. Louis Vuitton is a French company that is one of the major producers of personal luxury products and as of recent data, is the industry leader in sales and revenues worldwide. At all times, their mission is to keep their values which is basically to provide refined quality products to the customers that they know can obviously afford to pay large amounts for these levels of quality. The company seeks to stick to their core values while remaining at the top of this particular industry and continue to make their high amounts of revenues and sales. The main objective of this report, is to advice the company on the factors that will possibly affect the company internally and externally before we use this to lead to a strategic plan of implementation for the company to attain its goal of remaining...
Words: 4924 - Pages: 20
...PLAN24 8.0 CONTIGENCY PLAN28 9.0 REFERENCES28 1.0 CASE SUMMARY In recent years, modern customers are no longer acquiring shopping only for their goods and services. Nowadays, these customers are buying for different reasons such as to show off their personality, to boost self esteem or to satisfy physiological needs. Shopping good brands like Louis Vuitton, Gucci, Channel and other luxury brands is like a form of self expression and gives people a sense of accomplishment. Louis Vuitton or famously known by its acronym LV, is known for world’s most valuable luxury brand. It was founded by Louis Vuitton Moet Hennesy (LVMH) in 1854 on Rue Neuve des Capuccines in Paris, France. The historical journey began when Vuitton found out traveller trunk were easily stacked. He was made famous for crafting the luggage for Napoleon. This company is famous for its luxury products such as trunks and leather goods to ready to wear, footwear, watches, jewellery, accessories, sunglasses and books. Louis Vuitton stands out more among other brands through their relentless focus on product quality. Since the 19th Century, the manufactures of Louis Vuitton goods are still handmade and over 100 stages are involved in the making of each bag. All products are extensively tested to make sure that they can withstand wear and tear, and that there are no imperfections. The company markets its product through its own stores throughout the world and through company’s own website, LouisVuitton.com....
Words: 9151 - Pages: 37
...Introduction In this assignment I will make a research based on any organisations of my choice regarding Total Quality Management (QTM). I will outline and analysis how it has introduced and developed a complete system of TQM management. I will research quality control, lean manufacturing, ISO 9000, Six Sigma and a customer focused culture. Also I will discuss if Total Quality Management (QTM) has been carried out successfully from the organisations and talk of the impact it has to the organisations on my conclusions. What is Quality? For a lot of, quality proposes the advantage of design, materials, or workmanship in a manufactured goods or facility. You strength contemplate of high-end products comparable Mercedes, Gucci, or even Apple. Though, quality is energetic to each commercial, even if the target client is by the low-end or form market. “Dr. W. Edwards Deming, innovator of quality development approaches, speaks that the client's meaning of quality is the lone one and only that substances. Consequently, what must quality define to you?” In place of centuries, Ford Motor Business needs repeated us: Quality is job one. The situation actually must be the goalmouth for altogether of us. Promise to quality reproduces our individual standards and eventually controls whether we can contest in the willing of commercial. Consumers are the last justice. Occupational decision-making Jack Welch, supposed, “The worth period is upon us. If you can't vend top-quality manufactured...
Words: 2768 - Pages: 12
...ASSESSMENT 1: INDUSTRY RESAEARCH INVESTIGATION SELECTED LABEL: LOUIS VUITTON LOUIS VUITTON WAS A FRENCH ENTREPRENEUR AND DESIGNER WHO’S NAME HAS BECOME ICONIC IN THE FASHION WORLD. STUDENT NAME: HARIS BIN NAJEE STUDENT ID: 131504007 STUDENT NAME: HARIS BIN NAJEE STUDENT ID: 131504007 INTRODUCTION: Louis Vuitton one of the biggest name in fashion luxury brands was born on august 4, 1821 in Anchay, a smallest town in eastern France mountains. Louis Vuitton belonged to a family of working people; most of his family members were farmer, millers and carpenters. His father Xavier Vuitton used to work as a farmer and his mother, Coronne Gillard was a miller. START AS LUGGAGE PACKER: Louis Vuitton started his career as a luggage packer. During that time rich people used to travel a lot and they always needed someone expert to pack their luggage so that their suits and dresses would not winkle. Louis Vuitton started getting famous and was respected in Paris upper class people. In 1853, Vuitton became a personal packer for French emperor Napoleon’s wife. Vuitton also created personal luggage for her. INVENTION OF FLAT-TOPPED TRUNK: After establishing his name in field of luggage packing Louis Vuitton opened his own workshop in Paris. And soon Louis Vuitton established himself as a designer of strongly built luggage. Vuitton introduced a new and modern style of trunk. In the days of coach...
Words: 2353 - Pages: 10
...Louis Vuitton in India Executive Summary Louis Vuitton Moët Hennessy, the world’s leading luxury brand, made the decision to formally enter India in 1999. India was a familiar market for Louis Vuitton as the company had filled custom orders from maharajahs since the late 19th century. However, the Indian market was unlike any in which the company was currently operating. The changing socio-economic conditions of the developing nation opened up opportunities for the brand but also posed unique challenges such as changing customer profiles and concepts of luxury. In the West, luxury goods are often sold through company-owned stores in a luxury retail cluster spread over several blocks, usually in a city’s downtown core. In cities that did not have luxury retail clusters, Louis Vuitton operated in luxury malls. Previous attempts to develop premium retail space in India had not been successful. Nevertheless, several real-estate entrepreneurs had plans to open an estimated 300 luxury malls in India by 2010. In India, Louis Vuitton’s first two stores were introduced in luxury malls in New Delhi and Mumbai targeting customers who had shopped abroad and were familiar with the brand. The company was now looking to increase its reach and teamed up with other global brands to develop luxury malls in five Indian metros. Does a high-end brand have a market in a low income country? According to the National Council of Applied Economic Research, in 2001-02 there were 20,000 families...
Words: 2043 - Pages: 9
