Brand Positioningg

LOUIS VUITTON

HOW IT ALL BEGAN

When he was only sixteen years old, Louis Vuitton made a decision that would not only change his own life but the lives of his sons and future generations: he would become a trunk maker.

In 1854, Louis Vuitton opened his first store in Paris, and sold handmade, high quality trunks and luggage. He introduced his signature Damier and monogram canvas materials, featuring the famous designs still used in all products.

In 1987, Louis Vuitton merged with Moet et Chandon and Hennessy, leading manufacturers of Champagne and created LVMH, a luxury good conglomerate.

Demographic Targeting

Their target market comprise of both men and women of age 16-80 years (young adults to senior citizens)

Their target market are high income level consumers who are wealthy and their income is $5500 or above per month.

Psychographic segmentation

Parameters such as ifestyle and motives are used to identify another part of target market of the brand.

People who need to show their social status, their success by purchasing luxury goods are targeted. Indeed, the brand don't sell only an up range product, but also the psychological benefits like the prestige and the feeling of belonging to an exclusive group.

Product Line of Louis Vuitton

Luggage, Handbags and shoes

Timepieces, Sunglasses and Jewelry

Belts, scarves and accessories

A Louis Vuitton Store

PLACES

Flagship Stores- Direct Channels

Department Stores- Free standing Stores

Exclusive Distribution/ Online stores

Competitive frame of reference and Competitors

Louis Vuitton competes with brands like Gucci, Prada, Fendi, Hermes and these brands are the focus of competitive analysis

These brands target/have targeted the same segment in the past (or plan to do it in future) or consumers in that segment may already look to certain products or brands in their purchase decisions.

Brand Positiong of louis Vuitton wrt other competitive brands

Points Of Difference between Louis Vuitton and its competitors

Louis Vuitton monogramCollaboration with prominent artists

Focus on creativityFocus on heritage

Prestigious brand image

High quality material and fine craftsmanship

Exclusive Distribution Channels

Bespoke Services

The Brand Mantra of Louis Vuitton

Innovative, Prestige, Desirable, Stylish and Dream would be for me the essence of Louis Vuitton.

Indeed, since its debut, the brand has succeeded to maintain its

prestige over the years thanks to its Know How, and its ability to

sell dreams to people. Louis Vuitton has also succeed to remain

trendy thanks to its creativity ,innovation, and partnerships (with

celebrities for instance).

Louis Vuitton still spends upto 60 hours making one piece of luggage by hand- the same way it did 150 years ago.

It carefully crafts each of its product with precision and utmost care. This gives the brand an edge over other competitive brands and is thoughly loved by its consumers who are extremely loyal to the brand.

WORLD OF LOUIS VUITTON

Louis vuitton’s commercials focus on luxury travelling rather than fashion

Louis Vuitton. LV’s brand ambassadors have classically been Bono, Angelina Jolie and Sean Connery. This was essentially “Core Values” campaign about how “a single journey can change your life”. The idea was to create aspiration for the youth and create a pull for both the young and the not-so-young.

COMMERCIALS

Louis Vuitton Commercial

Louis Vuitton has been the biggest and most profitable brand in the luxury rankings. LVMH (Moet Hennessy Louis Vuitton SA is their formal financial title) jumped in value to $25.9 billion

WHILE Forbes's list of the world's 100 most valuable brands was dominated by technology companies (Apple, Microsoft, Google et al) this year, there was only one fashion brand that joined the usual suspects in the top 20: step forward: Louis Vuitton at number 14

LEADERS

THREATS

Summary-

History of BrandTargeting and consumer segmentationProduct LinesStores and channelsCompetitive frame of referencePoints of Difference and Points Of parityBrand Mantra and positioningCommercialsThreat- counterfeiting

References:

1. Flickr.com2. Google Images3. Louis Vuitton- Wikipedia4. Louis Vuitton- official website5. Fonteo.com6. Ouisvuittonbrand.wordpress.com7. Forbes8. New York Times9. Hermes website