The Case Study of Lv

Introduction

Since 1854, Louis Vuitton from generation to generation. For excellent quality, outstanding creativity and exquisite craft become a symbol of fashion art of travel. Products including handbags, travel goods, small leather goods, accessories, shoes, clothing, watches, fine jewelry and personalized customized services. Nowdays, Louis Vuitton is famous for worldwide(Maxi 2012).

Problem

A media published a report naked to uncover the mystery of the chain of luxury goods industry. Chinese production of Louis Vuitton affixed to the French label was exposure which raises questions and complaints from consumers. Consumers feel that they have been cheated and cause the public controversy. International luxury brands have always stressed the origin. In fact, many luxury brands have been in China for the production of agents. According to industry insiders revealed, on the one hand is because the Chinese mainland manufacturers production level is very high, reaching the top fashion brand production requirements. On the other hand is due to mainland China's cheap labor and production costs, attract a large influx of international famous brands. Although the United States well-known leather goods manufacturer COACH set up factories in China has long been known in the industry，in the eyes of the majority of consumers, the brand of international luxury goods still comes from overseas. COACH frankly posted on the Chinese manufacturing behavior is fairly honest(Gapper&Jopson 2011), a lot of European luxury brands in China, the production is secret, such as Louis Vuitton.

Solution

The key to solve the problem is to eliminate the concerns of everyone. In view of the problem, consumers want to get authoritative explanation .At this time, Louis Vuitton's official company should make an explanation to tell the consumer does not have the situation because there is no evidence. This can regain the trust of customers and not damage the credibility of the brand. The...