Louis Vuitton Case Study

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Louis Vuitton in India

Louis Vuitton is a fashion and leather goods vendor owned by the LVMH Group which is headquartered in Paris, France. LVMH is divided into various businesses ranging from wines and spirits to perfumes and cosmetics. In total, LVM owns 60 brands in its portfolio. Louis Vuitton began its operations by selling flat top trunks and leather bags that were recognized for their quality and durability. Louis Vuitton sells its merchandise directly to consumers through their own retail chain. The luxury markets around the world are defined by the values of its people. 2003 marked the year when Louis Vuitton officially opened its first store in India. They chose the luxury hotel approach and have since then chosen to create a
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Louis Vuitton projects the following core value proposition:

Heritage: Louis Vuitton hasn’t forgotten its roots and continues to be closely associated with its heritage. They sell goods which have defined years of luxury around the world.
Traditional craftsmanship: Louis Vuitton prides itself in its hand made skills. Each item is uniquely made by century old techniques that have been perfected.
Superior quality: Louis Vuitton promises the consumer unsurpassed quality that demands a premium. Consumer are willing to pay the premium because they themselves can identify the quality.
Brand recognition: Consumers all around the world recognize the Louis Vuitton brand and the value that comes with it. It is easy to stop Louis Vuitton apparel and products and has become synonymous with luxury.
Famous design teams: Louis Vuitton utilizes well known designers that represent haute couture in France. Having such designers provide an image of pioneering current fashion trends.

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Why do certain luxury brands look for store locations in luxury
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India has no short amount of luxury hotels in tourist destinations, metropolitan areas, financial centers, etc. The logical way would be to open stores in these luxury hotels. However, DLF has started construction of five more luxury malls in different cities and Louis Vuitton has worked closely together with DLF to do so. Therefore, the company has viewed this method as an ideal approach. This is perhaps because a luxury mall is as closest Louis Vuitton can get to a luxury retail cluster. The luxury company can enjoy the “image spillover from other stores” in the luxury mall. Besides current expansion plans, Louis Vuitton can begin planning an actual luxury retail cluster with other luxury brands, planning commissions, local governments, and other associated

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