By: Mary, Chayanee, and Sasima

History Early Days (1854-1892) Golden Age of Louis Vuitton (1893-1936) 1854 - Louis Vuitton opens first store in Paris 1885 - first LV store opens in London, on Oxford Street 1892 - Vuitton dies; the Vuitton company begins selling handbags. Golden Age of Louis Vuitton (1893-1936) 1893 - Georges (Louis’s son) begins his campaign to make the company into a worldwide corporation. 1936 - The golden age of Louis Vuitton ends as Georges Vuitton passes away. Estimates attribute Georges Vuitton with over 700 new Vuitton designs.

History Modern Age of Louis Vuitton (1937-1996) 1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka. (Sales in Japan would come to account for nearly half of the company's total revenue by the 1980s.) 1984 - Vuitton expands its presence in Asia by opening its first store in Korea, in Seoul. 1987 - Moët et Chandon and Hennessy, leading manufacturers of champagne and of brandy, respectively, merges with Louis Vuitton to form the world's largest luxury goods conglomerate, LVMH. The group is partly owned by the Christian Dior group, and Bernard Arnault is Chairman and CEO of both companies. 1992 - The first store in China is opened at the Palace Hotel in Beijing.

History Millennium Age of Louis Vuitton (1997-present) 1997 - hires designer Marc Jacobs to be the label's artistic director 2006 - opens its first store in Norway

Mission Statement “LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.” Five priorities reflect the fundamental values shared by all Group stakeholders: - Be creative and innovative - Aim for product excellence - Bolster the image of our brands with passionate determination - Act as entrepreneurs - Strive to be the best in all we do

Target Market LV uses demographic targeting strategy to target their customers Both men and women Age: ranging from young adults to seniors (22 – 65 yrs old) Income: around $5,500 or above per month

Selling Point Fashionable Durable goods Good quality product Long product life Exclusivity Prestige image Feel good Fit into high-class society Practice ego and power

Marketing Mix

Product Main Products: Leather Bags and Wallets Handbags Luggage Cosmetic Bags Original Product Line: Monogram Expanded its product line Monogram Denim Monogram Multicolore Monogram Vernis Damier Canvas

Product Offer more types of product including: Timepieces Shoes Agendas Jewelry Sunglasses Belts, scarves & Accessories

Product “Three Levels of Product of Louis Vuitton” ‘Luxury’ Durable Quality Lines of Product Brand Fashion Service Warranties Customer Care Gift Wrappings

Price Premium Pricing Never on sale!! Price range: Luxury image Selling Point Never on sale!! Price range: Handbags: $550 - $3,700 Wallets: $200 - $700

Place Direct channels: Free-Standing Store

Place Department Stores: Exclusive Distribution Macy’s New York Bloomingdales Saks Fifth Avenue Exclusive Distribution Limited number of stores and retailers

Promotion Emphasize on personal selling Don’t emphasize on sales promotion To reinforce their luxury image PR Sponsorship “Louis Vuitton Cup 2007” “LVMH Young Artists’ Award” LVMH Website - “The Magazines”

Promotion Advertisements: Message Means of media Convey luxurious image Means of media High-end Fashion Magazines Eg. Vogue, Elle Billboards

Promotion Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson

Promotion New advertising campaign

Imitation or Real? Fake LV’s are a continuous problem Spend $10 million a year on ripoff battle Part of sum goes to lobbyists Biggest sources of counterfeit goods: Turkey, China, Morocco

Imitation or Real? LV has adopted a zero tolerance policy against counterfeiting In 2004, the brand’s firm stance led to… 13,000 legal actions 6,000 raids 947 arrests

Bibliography http://www.answers.com/topic/louis-vuitton http://www.cigaraficionado.com/Cigar/CA_Archives/CA_Show_Article/0,2322,619,00.html http://www.answers.com/topic/louis-vuitton http://www.lvmh.com/

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