Lv in Japan - Summary + Swot + Questions

CASE: “Louis Vuitton in Japan:”

SUMMARY:

- LV is everywhere in japan

- Know-how and heritage have always been perceived

- Aggressive marketing strategy with opening extravagant stores & guerilla marketing events

- Opened huge shop in 2002, sales after few days over 1million yen

- Japanese market represents half of its profits

- After crisis 2008 adapting to changed consumer preferences (lower prices, smaller cities)

Foundation:

Founder: Louis Vuitton Malletier (1821 – 1892)

- earned a reputation while working for the Empress Eugenie de Montijo wife of

Napoleon III >> got a lot of knowledge about leather luggage

- Developed a revolution for travelling – combined lightness and storage capacity

Company: established in Paris, France in 1854 >> one of the oldest French luxury houses

1885: first opened oversea store in London (Oxford Street)

1888: developed the Canvas Damier Pattern & the Logo to make it unique

1892: Louis son, Georges took over the leadership

>> Ambitious to make the brand

>> Only sold luggage

The Modern Age:

- Gaston-Louis Vuitton was the leader in the modern age

>> He started to expand the product line: smaller goods (purses and wallets) & whole luggage line

- First advertising strategy in 1963: Audrey Hepburn wears a LV-bag in her film

- 1970’s: LV became the world’s biggest luxury brand (terms of market share)

>> focused mainly on building a Japanese clientele

1977: two Japanese stores with an annual profit of 10 million USD

- 1987: creation of Louis Vuitton Moet-Hennessey

- 1989: entered 130 countries

- 1990: carried on with a new expansion strategy

The Louis Vuitton in the 21st century:

- 1998: Marc Jacobs became chief designer >> first shoe and ready to wear collections

- 1990’s: creating limited-editions collections (marketing strategy) to capture consumer’s attention

- 2001: Jacobs designed the first...