Bogotá D.C , June 7 2019.

Fashion Marketing

Mariana Arias O.

TOYMAKER SUES LOUIS VUITTON OVER THE RIGHT TO CREATE PARODY

PURSES

Questions:

1. Why is Louis Vuitton so protective of its image?

Louis Vuitton is very protective of its image because people, niche markets,
describe, remember and relate companies according to the image they have of
these, is what people perceive of the brand. For this reason Louis Vuitton takes
great care of image as it is a luxury brand and its reputation with consumers is key
to its success because a brand so recognized and positioned in the market if it is
demeriting for various reasons that can be presented as counterfeit products,
products that bear a similar name that may affect the name, among others, can
cause loyal customers to stop being willing to pay those values for their products
when these situations are occurring since in a certain way the brand would be
losing exclusivity.

2. Do you think Louis Vuitton should continue to pursue legal action

against companies that parody its products? Why or why not?

Yes, I think it is very important that you continue with legal actions, as these are
the only ones that will allow your brand to remain exclusive and maintaining the
reputation it has as a high-end brand, since otherwise it is a or otherwise it would
be losing prestige and reaching a point where in the case of the imitations of their
products, they will have many people which would make their loyal customers and
those who pay large amounts for the original products annoy them and choose not
to continue paying for these when there is no exclusivity and this high-end brand
can be used by all kinds of people, which would greatly affect the brand because
the segment to which it is already made would not exist, as this example shows the
negative effect it would have on the brand, it would also be caused by all the other
existing problems, thus affecting the reputation of this in a similar way.

To conclude, I think that the only way that Louis Vuitton can protect your brand,
your positioning, your recognition and your luxury classification is by going to the
authorities to make respect it and enforce the copyright and thus not allow the loss
of prestige.

MAKING CLOTHING PRODUCTION MORE TRANSPARENT

Questions:

1. Why is transparency about product origin important to today’s

consumers?

Transparency about the origin of the product today is very important for consumers
because as much as in food as in other products, the consumer wants to have full
knowledge of what it is buying, it is done and so on. This gives the client more
assurance that the product he is acquiring is what he really looks for, needs and
wants, so companies allowing the consumer to have this information are not only
fulfilling one of their requirements but are also providing more satisfaction and
tranquility to the client at the time of purchase.
I also think that the companies that are allowing the customer to have this
information about their products can create a closer link between the consumer
and the product, that is, at the end between the consumer and the brand, which will
make their customers loyal and can give them a little more guarantee that the
customer will choose their product and brand in comparison to the others existing
in the market.

2. Will more companies follow suit and disclose product cost

breakdowns?

I think that if there are more companies that get to take those measures over time if
it really is a plus for their products, and also for the company because if they don’t
do that, they would be at a disadvantage with their competition and they would be
affected not only to the loss of customers but to the loss of recognition that their
product or brand has in the market.

As for the breakdown of the costs of the products, I think that first of all it is not
necessary for the consumer, that is, if the consumer is receiving a high quality
product, with good prestige and that covers and satisfies their needs, the client will
acquire it at the price that is found.

Sometimes the customer will compare the prices of the products but based on the
characteristics of the same product in the different brands to know what
advantages one can have against the other and which is better for each type of
consumer.

On the other hand, the breakdown of prices according to my point of view is not a
good thing, since everyone would have knowledge of how much it costs each
company to produce which would cause the company to have losses compared to
the competition, since I do believe that these data are very important and personal
data of each company and how each of these works and can compete in the
markets.

For this reason I think there will not be many companies willing to break down the
cost of their products, because it would not be a business for them to make known
to their competitors and all users the management and cost of their raw materials
for the production of their products.

LEVI’S JEANS MAKE A MAJOR COMEBACK

Questions:

1. What factors caused Levi’s to decline as a brand by the 2000s? How

did its new CEO address these problems and set the company back on
course?

What caused Levi's decline as a brand was not only the modification of the product
but also the distribution of its jeans products in K-Mart stores as it caused the
product to lose its value and be seen as a less modern product when "athleisure"
came to the market and that's where Levi's lost prestige in front of consumers.

With the arrival of Bergh to be the CEO of this company, everything began to
change, since he started working on the reestablishment of Levi's as a fashion
brand which had a lot of value and that due to bad handling had lost it during the
time.

Bergh took actions in his hands and decided to modify his product a bit, in order to
provide consumers more comfort in the product without sacrificing the product
made of denim, with this and the most satisfied customers Bergh decided to put
the jeans in fashion stores and decrease the sale of these on the surfaces of large
chains which helped the company to start to prosper again and start to obtain the
results and success that it didn’t have long ago.

2. Do you think Levi’s should once again go public on the stock market?
Why or why not?

I think it is important that Levi's after all the changes made by Bergh quote the
market exchange since this will allow the company to see if the changes actually
made if they have been effective for the company and if after the hard work done
the company if it is recovering its value in the market and therefore the positioning
too.

This will allow them to have knowledge of their value and to see if the results are
working, continue with this process so that the company grows day by day, be
better, position itself better in the market and thus the owners can obtain through of
their products the satisfaction, preference of their customers in denim and so they
as a company can achieve their goals and objectives, always taking into account
what happened in the past so as not to allow this to happen again but through a
good business management the company continues to grow within the market and
thus continues to increase its value in the stock market.