The brand Louis Vuitton in France and China

Résumé du document

Luxury products: consumer goods top of the range, they are not products of first necessities

Luxury product / mark: spirit of culture and sign of membership

France "Paris is the capital of the fashion"

The luxury is one of symbols which characterizes France

The French creators are very estimated in the sector of the luxury, the leather / clothes

Event "Fashion Week in Paris"

Beijing 2012 exhibition of luxury items : turnover 670 million yuans

"China is going to become the market where the growth of consumption of luxury items is the fastest of the world"

In 2015 China will occupy more than 20 % of the parts of the market of the items of world luxury

Extraits

[...] Admiration and copy of french people The economic environment : increased purchasing power The political and legal environment : globalization facilitates the flexibility of counterfeiters The technological environment rapidly evolving communication technologies. Evolution Permanent smartphones, tablets and other electronic gadgets The ecological environment : Emergence of Corporate Social Responsibility (CSR) < number > Untitled-2.JPG < number > In China Untitled-2.JPG High price Excellent quality Uniqueness and scarcity Aesthetic and emotional value Rich brand history and heritage An intangible symbolism from owning the brand Provides consumers an added benefit on top of the practical use of its products : Prestige and Style < number > Untitled-2.JPG Top five brands in China based from the 2011 China Luxury Market Study by Bain & Company Rank Louis Vuitton Rank Chanel Rank Gucci Rank Dior Rank Armani Majority of the spenders in China are aged between 25 and 44 unlike in Japan or Europe where most consumers are over 40 < number > Untitled-2.JPG Most desired brand in China Being pricey and upscale appeals to the newly wealthy Chinese people Symbolizes “making it” Chinese people needs the world to recognize that they have made it Image is critical in society < number > Untitled-2.JPG Currently the only store (Plaza 66 store in Shanghai) in China that offers custom bags and shoes “The Apartment” – Invite-only private top floor where VIP customers can have their hair done while custom-designing their bags and other wares Sells carrying cases for tiles used to play the Chinese game, Mahjong Made-to-order trunks for tea sets < number > Untitled-2.JPG < number > r.jpegUntitled-2.JPG < number > Tea-Trunk-Louis-Vuitton.jpegUntitled-2.JPG In France Louis Vuitton uses demographic targeting strategy to target their customers Sexe : Both men and women Age : ranging from young adults to seniors (22 – 65 years old) Income : around $5,500 or above per month < number > black-white-eiffel-eiffel-tower-france-louis-vuitton-luggage-Favim_com-49254.jpgUntitled-2.JPG In China More women Women of a non-specific ethnic group Richest people Men buy more the products for the women than for them of consumers have less than 35 years < number > louis-vuitton-chinese.jpgBag-vuitton-china.jpgUntitled-2.JPG Prohibiting Television Commercials - “reach” and “richness” - values the fullness of information talked over in rich detail by salespersons and customers Emphasis on Publicity - brands and products are taken up by the media, such as magazines and newspapers, more than the average brand does Brand Muse - celebrities such as Audrey Hepburn, Angelina Jolie, Madonna, Scarlett Johansson, former USSR leader Mikhail Gorbachev < number > Untitled-2.JPG Enchantment with Legend - lineage, origin, and history Having Customers Lined up at Stores - creates the idea of exclusivity Extravagant Parties - attended by celebrities Supply Shortages - mass production is avoided giving customers the idea of its being exclusive luxury not everyone can easily have) and authentic < number > Untitled-2.JPG Pledging Allegiance - At LV the main stars are the products themselves, and it encourages customers to pledge their allegiance to the products Limiting Advertisements to Those that are Newsworthy - By limiting advertisements, negative publicity and scandals are avoided < number > Untitled-2.JPG Website (“Art of Packing”, Tribute to Celebrities) < number > Screen Shot 2012-12-03 at PM.pngUntitled-2.JPG Iconic Exhibition (Musée Carnavalet) < number > 60718.jpeg60719.jpegUntitled-2.JPG Social Media (Facebook, Twitter) < number > Screen Shot 2012-12-03 at PM.pngScreen Shot 2012-12-03 at PM.pngUntitled-2.JPG More focus is given to publicity Last Nov 2012, it launched its first ever TV campaign (L'Invitation Au Voyage) < number > 003-louis-vuitton-cooper-smith-fall10.jpgUntitled-2.JPG Advertising in newspapers and magazines (mainly of image ads) < number > 05vuitton.600.jpegUntitled-2.JPG Advertising in newspapers and magazines (mainly of image ads) < number > Angelina-Jolie-for-Louis-Vuitton-e1308015521365.jpegUntitled-2.JPG Advertising in newspapers and magazines (mainly of image ads) < number > louis-vuitton1.jpegUntitled-2.JPG In France Paris : fashion capital of the world Paris Fashion Week Advertisements are mainly focused on places in France, with “romantic” feel < number > 4b22dd0d4f3ae.jpgUntitled-2.JPG In China Chinese consumers appreciate brands with a long history Already has good publicity and strong image in neighboring Asian countries such as Hong Kong, Taiwan, and Japan LV's designs remain classic, never goes out of fashion. [...]

[...] July 21st 2012 in Shanghai Strategy of implantation : to strengthen its positioning in a country where products Louis Vuitton are very estimated This implantation is important in the image given to the Chinese people considered by the needs of the population by the brand Purpose become a leading player on the Asian market and conquer more Chinese < number > Untitled-2.JPG There are five categories for luxury companies : Farmers Consolidators (LVMH, Gucci . ) Independent luxury houses (Chanel, Hermes . [...]

[...] Sans titre.pngUntitled-2.JPG Keywords / Context of case studie : Luxury products : consumer goods top of the range, they are not products of first necessities Luxury product / mark : spirit of culture and sign of membership France “Paris is the capital of the fashion” The luxury is one of symbols which characterizes France The French creators are very estimated in the sector of the luxury, the leather / clothes Event “Fashion Week in Paris” Beijing 2012 exhibition of luxury items : turnover 670 million yuans “China is going to become the market where the growth of consumption of luxury items is the fastest of the world” In 2015 China will occupy more than of the parts of the market of the items of world luxury < number > 1348759088-drapeau_chine.gifFlag_of_France.pngUntitled-2.JPG < number > f68340947fdf4bb5_lvresort.preview.jpg Untitled-2.JPG I. Presentation of the brand Louis Vuitton II. [...]

[...] External analysis of the Luxe market In France In China III. The position of Louis Vuitton IV. The target of Louis Vuitton In France In China V. [...]

[...] ) Fashion houses luxury mass (Ralph Lauren, Armani . ) Specialists (Rolex, coach . ) Manufacturers specialized multi-segment (L'Oreal, Estee Lauder . [...]