Louis vuitton final
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Marketing Mix and 4'ps , STP and Swot of Louis Vuitton
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Louis vuitton final
- 1. LOUIS VUITTON PRESENTED BY: SWATI & VAISHALI
- 2. 1854 • Birth of the world's leading international fashion houses, headquartered in Paris, France 1858 • Vuitton introduced his first flat-bottom trunks with trianon canvas (lightweight and airtight) 1885 • company opened its first store in London, England on oxford street 1888 • Louis Vuitton went on to create and trademark the Damier Canvas pattern for its range of luggage and trunks 1892 • When Louis Vuitton died his son Georges Vuitton took over the company and in 1896 Georges Vuitton created the iconic LV Monogram Canvas 1985 • Louis Vuitton introduced its first leather line 1987 • merging of Louis Vuitton with Moët et Chandon and Hennessy, thus creating the world’s largest luxury conglomerate – LVMH 1997 • Louis Vuitton launched it’s foray into women’s wear with its first ready-to-wear line, masterminded by the newly appointment creative director Marc Jacobs. Jacobs stayed on as creative director at LV until 2013 2017 • the total number of stores the LVMH Group had worldwide was 4,374 How It All Began After All?
- 3. MISSION STATEMENT “LVMH must continuetobesynonymouswith both eleganceandcreativity. Our products,and the cultural values they embody,blend tradition andinnovation,and kindle dreamand fantasy.”
- 5. Epi Leather – Sirius 45 Carried Monogra Canvas - Case Monogram Canvas Mini Agenda wallet Monogram Multicolore – Speedy 30 Monogram Vernis – Pegase 50 Monogram Damier Canvas – Pochette Compact Product Mix • Main Products: Leather Bags Trunks Wallets Handbags Luggage Cosmetic Bags • Original Product Line: Monogram Expanded its product line Monogram Denim Monogram Multicolore Monogram Vernis Damier Canvas
- 6. Product • Other types of product including: –Timepieces –Shoes –Agendas –Jewelry –Sunglasses –Belts, scarves & Accessories –Mobile Cases –Ready to wear (clothing)
- 7. Women Men’s Hand Bags Monogram Bags Men’s Bags Business Bags Iconic Bags Messenger Bags Top Handles Tote Bags Shoulder Bags and Totes Backpacks Cross Body Bags Clutches Exotic Leather Bags Small Leather Goods Wallets Small Leather Goods Long and Compact Wallets Phone Cases Phone Cases Key and Card Holders Key and Card Holders Travel Rolling Luggage Travel Rolling Luggage Hardsided luggage Hardsided luggage Travel Accessories Travel Accessories Travel Books Travel Books Accessories Scarves and Shawls Accessories Scarves, Ties and Hats Fashion Jewellery Fashion Jewellery Leather Bracelets Leather Bracelets Belts Sunglasses Sunglasses Belts Ready to Wear Leather and Furs Ready to Wear Leather Jackets and Coats Coats and Outerwear Dresses Jackets Kintwear Shirts, T-shirts, Polos and Sweat-Shirts Skirts Kintwear Pants Pants Denims Denims Shoes Ankle Boots Shoes Ankle Boots Pumps Loafers and Driving Shoes Flat shoes Lace-ups and Buckles Sneakers Sneakers Sandals Sandals Fragrances Savoir-Faire Fragrances Savoir-Faire Universe Universe My LV Fragrance
- 8. Product ‘Luxury’ Durable Quality Lines of Product Brand Fashion Service Warranties Customer Care Gift Wrappings “ Three Levels of Product of Louis Vuitton”
- 9. Price • Premium Pricing and Value Based Pricing – Luxury image – Selling Point • Never on sale!! • Price range: – Handbags: $550 - $3,700 (INR 38,500- 2,59,000) – Wallets: $200 - $700 (INR 14,500- 49,000)
- 10. • Online • Department Stores: – Macy’s New York – Bloomingdales – Saks Fifth Avenue • Exclusive Distribution – Limited number of stores and retailers ( only 3 stores in India ; Delhi , Mumbai and Bangalore) – Direct channels: Free- Standing Store Place
- 11. Website
- 12. Emphasize on brand promotion Don’t emphasize on sales promotion – To reinforce their luxury image PR is through – Sponsorship • “Louis Vuitton Cup 2007” • “LVMH Young Artists’ Award” LOUIS VUITTON'S AMERICA'S CUP LVMH Website - “The Magazines”– Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson In India celebrities like Deepika Padukone carries a LV handbag Promotion
- 15. Demographic • Louis Vuitton‘s target market consists of individuals who have a higher income, the higher the propensity to purchase luxury goods. Geographic • One of the most important markets of Louis Vuitton is not from Paris where its original is, but Asia. And it is said that the mainland Chinese were Louis Vuitton's third-largest customer segment in the world in 2015. Psychographic • 46% of LV customers are Self-indulger, 33% are quality seeker and 21% are status seekers.
- 17. Target The historical target of Louis Vuitton is the urban middle aged woman 35+ The new target, the one impacted by social media 18-25, willing to access the luxury world, present on social media, impacted by young influencers.
- 19. SWOT Analysis
- 20. THANK YOU