Louis Vuitton

Alain A.

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Louis Vuitton

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Thèmes abordés

Louis Vuitton, LVMH, luxe, Bernard Arnault, sac à main, monogram, parfum, Luxury Vintage, Chanel, Dior, Yves-Saint-Laurent, Cartier, Hermès, Gucci, PPR, analyse swot

Lecture
Résumé
Sommaire
Extraits

Résumé du document

Louis Vuitton founded his company in 1854 after 20 years doing an apprenticeship in Paris and designing travel trunks. He was soon recognized for his talent by the stars and celebrities from his time. He and his brand became successful thanks to his modern luggage which were really convenient to travel. The quality of the fabric and its convenience made Louis Vuitton the symbol of the new art of traveling.

Louis Vuitton soon noticed that the rise of the modern transport were an opportunity for him. Therefore the development of his brand followed the rise of the train. Also, his luggage was quickly copied but that pushed him to innovate even more. His fabric Monogram designed in 1888 and still used today is one of the inventions which change the way people travel.

Because of its success and therefore the increasing demand of the customers, Louis Vuitton started opening shops worldwide. Indeed a store in 1885 a store opened in London then in Australia (1894) and finally in Asia (1898). This expansion made the brand famous all over the world.

Sommaire

Introduction
Description of the company's background and position on the market
1. World luxury market
2. Position on the market
3. Competitors
Evaluation of the context and competitive environment and their effects on the firm's innovation strategy
1. PPR- Gucci group
2. The impact of competition on innovation strategy
Analyze and discuss the company's approach to innovation and provide some examples of company's recent developments
1. Description of innovations tools
2. Louis Vuitton's strategy analysis
Sugget a potential new product/service the company could launch and suggest the steps that a company needs to undertake in this process
1. Introduction and purpose of our product
2. Presentation
3. Objectives
Evaluate potential sources of success and difficulties of this product/service development and adoption by customers
1. SWOT analysis
2. Adoption by the consumers
Conclusion

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Extraits

[...] Management works on two axes. The first is a service activity conducted through the documentary unit. For example by working hard for the shows of Marc Jacobs, with the development of special materials. The other side, research and experimentation, enable them to bring to their projects a different vision from the specialists vision. Management wishes to keep this distinction in order to have a lighter approach, more intuitive. This is a prospective, "out of the box", which attempts to go further. [...]

[...] The last threaten is this time due to the world competition. Our product is slighty different from what we are used to do, consequently the customer might be a bit surprised and shocked by our strategy. Our competitor might take advantage of the situation by developing an aggressive strategy. The strategy could have different shapes such as lower price policy or aggressive ad campaign. We will have to be careful and take the right measure at the right time to be able to answer to their assaults Adoption by the customers The brand makes the fashion but at the end, the final decision belongs to the consumers. [...]

[...] This pole does not belong to the industrial world, innovation at Louis Vuitton concerns especially the customs and behaviors, and aims to change the house, its businesses and its culture. The service has been created in 2003 to reorganize the house in terms of trades and products. The house was single products (luggage, leather goods, and accessories) until 1998, when Louis Vuitton's ready-to-wear arrived. Then other skills have been developed. Until 2002, all businesses were grouped under the umbrella of marketing. To give greater autonomy and identity for each business from the heart of activity the President wished to organize division by profession. [...]

[...] They are Louis Vuitton's loyal clients, and embody success and satisfaction. Those people consider luxury as a lifestyle in itself; they have a real attraction to everything that is unique, and by consuming this particular product, they feel like being unique. Those kind of women only lives for excellence and perfection, this perfume needs to answer to their expectations and be as close as possible to her image, so it becomes a form of recognition of this perfection by other people. [...]

[...] Younique. We chose it because it is easy to remember, with no complicated words, it's really easy to pronounce and everybody can understand it. By the word “Younique”, we tried to accentuate the direct message to our customers with the word and through this, when they put the fragrance on, they become unique, just like Luxury Vintage. Sizes: We chose 2 different sizes and one particular: - Bottle of 50 ml - Bottle of 100 ml - Bottle “collector”: which will be drawn and designed by differents famous designers. [...]

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