Case Study Unit Iv Marketing

How does an exclusive brand such as Louis Vuitton grow and stay fresh while retaining its cachet?

The very name Louis Vuitton makes me think of luxurious fashion accessories made of the finest quality, champagne and money. Their products are for the rich and famous or at least the very wealthy consumers. I visited the Louis Vuitton website to preview the Fall/Winter 2013 collection and was still amazed at how much their products sell for (Fall/Winter Collection 2013, 2013). So I would venture to say that the LV monogram is still for the elite customer who has the money to pay for the highest quality. The niche is the very finest quality. So as long as they continue to produce as they have in the past – they will continue to have the following that they currently have. The LV monogram stands for the finest quality.

As far as staying fresh Louis Vuitton has brought in young designers and artists to revitalize their image to attract younger buyers, although it still maintains the classic styles. The company has used several high profile models, celebrities, billboards, ads, and the LV Cup to market the products. The standard of quality remains the focus to make sure there are no imperfections with their products and you can order personalized engraving on several of the products. The pricing remains solid and they do not offer reductions in pricing although there are many outlet stores selling items that may be the counterfeit items.

The company is continuing to make new products and add new products to their portfolio as evidenced on their website showing the new Spring & Fall collections for 2013 and the latest Fall & Winter Collections for 2013 (Fall/Winter Collection 2013, 2013). They are focused on growing their strong markets like Japan and Europe and expanding their luxury brand in their markets in China and India. (Kotler & Keller, 2012)

According to Luxury Institute News, 60% of wealthy consumers, particularly those with higher levels of wealth,...