Louis Vuitton Case Study

pic LOUIS VUITTON INTRODUCTION Louis Vuitton is a French fashion house founded in 1854 by Louis Vuitton. The labels LV monogram appears on intimately of its products, ranging from luxurytrunks and welt goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, and books. Louis Vuitton is one of the worlds leading international fashion houses it sells its products through standaloneboutiques, lease depart ments in high-enddepartment stores.MISSION STATEMENT The mission of the LVMH group is to represent the most slight qualities of Western Art de Vivre around the world. VISION Be creative and innovative, rank for product excellence, bolstertheimageofourbrandswithpassionate determination, act as entrepreneurs, and touch to be the best in all we do. GOAL To produce some(prenominal) exclusive fashionable goods with good prestigious image that fits into the high shape society, products should compulsorily have excellent quality and long life.HISTORICAL BACKGROUND Foun ded by Vuitton in 1854 and first store in Paris is opened, 1885 first LV store is opened in London, Oxford street ,1892- Vuitton dies the company starts selling handbags. bout POINT During 1893 Georges (Louiss son) begins his campaign to make the company into a oecumenical corporation, Georges Vuitton passes away at 1936. Estimates attribute Georges Vuitton with over new 700 new Vuitton designs. channel STRATEGY LV uses demographic targeting outline to target their customers, both men and women.Since LV focuses only on high class people it uses allowance pricing and luxury images for attracting them. It also uses NEVER ON SALE strategy to target their customers and its ad can be found only in high end fashion magazines like Vogue & Elle. It also uses auction sale houses specializing in art and antiques to sell its goods. The original product line is Monogram and it expand its product line to monogram denim, monogram multicore, monogram vernis and damier canvas. The Louis Vuit ton brand and the famous LV monogram are among the worlds most valuable brandsTARGET GROUP Age ranging from young adults to seniors (22 65 yrs old), focuses mainly on the high class society. AREAS OF BUSINESS Louis Vuitton mainly targets wines and spirits, fashion and welt goods, fragrances and cosmetics, watches and jewelry. The early(a) brands under Louis vuitton are Bulgari, Celine Guerlain Fendi Donna karan TAG Heuer Guerlain Bon Marche Sephora. Financial information Sales at Lv rose 19 percent in 2010 and, for the first time, exceeded 20 billion euros Profits soared 73 percent, to 3 billion euros.Revenue from fashion and leather goods, like Louis Vuitton purses, was up 20 percent. Revenue as of 2011 is 2. 5billion. It was up by 16% from 20. 3 billion euros in the same result in 2010. Organic revenue produce was 14% The Wines & Spirits contrast group recorded thoroughgoing revenue offset of 10% in 2011. Fashion & Leather Goods business recorded organic revenue growth of 16% in 2011, while Perfumes & Cosmetics recorded organic revenue growth of 9% in the same period. Watches & Jewelry group reported organic revenue growth of 23%.RECENT NEWS For seven consecutive historic period (20062012) Louis Vuitton has been named the worlds most valuable luxury brand. Its 2012 valuation is 25. 9 billion USD. agree to a Millward Brown 2010 study, Louis Vuitton is the worlds 29th most valuable brand, right afterGilletteand beforeWells Fargo. The brand itself is estimated to be worth over USD $19billion References http//80. 251. 40. 59/politics. ankara. edu. tr/ozer/Dersler/Introduction_to_marketing/Case%20Studies/Louis_Vuitton_Moet_Hennessy. pdf http//louisvuitton4u. jigsy. com/entries/general/louis-vuitton-product-line http//www. lvmh. com/