Louis Vuitton Brand Audit Essay

2262 Words Jan 19th, 2013 10 Pages
LOUIS VUITTON BRAND AUDIT

"The name Louis Vuitton is synonymous with luxury. Never on sale, Louis Vuitton products are sold exclusively for the high end market, and it’s the absolute symbol of glamour".

By: Farah Soraya/ 1401135661
HISTORY
Louis Vuitton was established in Paris in 1854 by Monsieur Louis Vuitton. That year also marked the creation of the first flat trunk with Trianon canvas in grey. In 1867, Louis Vuitton took part in the Universal Exhibition in Paris, followed in 1885 by the first opening of a Louis Vuitton store in London. Three years later marks the creation of the beige and brown Damier canvas.
Monsieur Vuitton created this particular Damier canvas in an effort to battle the knockoffs
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"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: - Create and innovate - Aim for product excellence - Bolster the image of the brands with passionate determination - Act as entrepreneurs - Strive to be the best

TARGET MARKET
LV uses demographic and psychological targeting strategy to target their customers. - Men and women. - Age ranging from young adults to seniors (22 - 65 years old). - Income around $5500 or above per month. - Repeat purchases by their loyal customers - Frivolous purchases by random customers

THREE LEVEL OF LOUIS VUITTON PRODUCT [pic]

PRODUCT RELATED ATTRIBUTES
Throughout the years, Louis Vuitton products have maintained the highest quality fashion, durability, exclusivity and prestigious image on which they

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