Louis Vuitton Analysis

Introduction

Background:

The history of the Louis Vuitton brand is a family history.In 1854 Louis Vuitton founded his own company and opened his first boutique LouisVuitton Paris.

In 1870, George's son, Louis, develops the brand abroad. Louis Vuitton is then present at London, then in New York.This expansion introduces the major problem with Louis Vuitton: counterfeiting. To fight against this scourge, the company Louis Vuitton tries several actions, including the creation of exclusive prints, without success.

After the death of Louis Vuitton in 1892, his son George took over the company family. Helped by his descendants, George is constantly innovating. In 1977, the company became a multinational company, then in 1987 it merged with Moet Hennessy to create LVMH, the world leader in the luxury sector.

Two years later, the brand leaves the family nest: Now Bernard Arnault who is majority shareholder of the group. Bernard Arnault Louis Vuitton plans to make an empire by offering new products. In 1997, the New York designer Marc Jacobs joined La maison to create lines of ready-to-wear and invest the field of fashion.

Louis Vuitton nowadays:

Louis Vuitton’s brand has become in 150 years synonymous of success and prestige. Today, many rappers are to showing their success by wearing outfits with the Louis Vuitton’s logo. The brand has managed to penetrate worlds very different from it.

Louis Vuitton is represented in 50 countries and 322 stores worldwide. Anxious to preserve the quality of French products, and despite counterfeiting, brand preserves most of its workshops in France, Spain and the United States.

Louis Vuitton was a visionary who was able to observe his time to build his brand. Over 150 years later, the empire Vuitton has maintained the same operating mode to constantly develop its business while maintaining its French manufacturing.

Segmentation:

Louis Vuitton is using a Demographic (age) and economic (high income and education) segmentation....