“ANALYSIS OF FASHION COMANY – LOUIS VUITTON”

A Project Submitted to

University of Mumbai for partial completion

of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

Yash Dinesh More

Under the Guidance of

Sheetal Patariya

MAHATMA EDUCATION SOCIETY’S

Pillai HOC College of Arts, Science & Commerce, Rasayani

Pillai HOCL Educational Campus Khalapur Dist. Raigad 410207

A.Y. 2022-2023

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 CERTIFICATE

This is to certify that Mr Yash Dinesh More has worked and duly completed his Project
Work for the degree of Bachelor of Management Studies under the Faculty of Commerce
In the subject of Marketing and his project is entitled, “ANALYSIS OF FASHION
COMPANY - LOUIS VUTITTON” Under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that
No part of it has been submitted previously for any Degree or Diploma for any university.
It is his own work and facts reported by his personal findings and investigations.

Seal of
Name and Signature of guiding teacher
the
college

Date of submission:

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me a chance to do this
project.

I would like to thank my Principal, Dr Lata Menon for providing the necessary facilities
required for completion of the project.

I take this opportunity to thank our Coordinator, Mr Sumeet Mhatre, for his moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide

Sheetal Patariya Mam
whose guidance and care made the project successful.

Lastly, I would like to thank each and every person who directly or indirectly helped me in
The completion of the project especially my Parents and Peers who supported me throughout
my project.

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 DECLARATION

I Yash Dinesh More hereby, declare that the work embodied in this project work titled

“ANALYSIS OF FASHION COMPANY – LOUIS VUITTON” forms my own contribution

to the research work carried Out under the guidance of Prof Sheetal Patariya is a result of my

own research work and has not been previously Submitted to any other University for any other

Degree/Diploma.

Where ever references have been made to previous work of others, it has been clearly

Indicated as such and included in the bibliography.

I hereby further declare that all information of this document has been obtained and presented

In accordance with academic rules and ethical conduct.

Name and Signature of the researcher

Date:

Place:

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 INDEX

SR PG
CONTENT
NO NO
1 INTRODUCTION 6
2 HISTORY 7
3 CORE VALUES OF LOUIS VUITTON 8
4 PRODUCTS OF LOUIS VUITTON 9
5 EXPANSION AND GROWTH OF LOUIS VUITTON 10
6 MANAGERIAL USEFULNESS OF THE STUDY 12
7 LOUIS VUITTON BUSINESS MODEL 14
8 OVERALL TURNOVER 15
9 QUALITY ASSURANCE OF LOUIS VUITTON 17
10 CASE STUDY 18
11 SITUATIONAL ANALYSIS 27
12 INDUSTRY ANALYSIS 29
13 SUPPLIERS 31
14 RIVALRY AMONG COMPETITORS 32
15 DISTRIBUTION NETWORK 33
16 SWOT ANALYSIS 34
17 MARKETING STRATEGIES OF LOUIS VUTTON 36
18 FUTURE STRATEGY 38
19 5P’S OF LOUIS VUITTON 40
20 ADVERTISING THEIR PRODUCT IN DIFFERENT WAYS 43
SEGMENTATION, TARGETING AND POSITIONING OF LOUIS 45
21
VUITTON
22 COMPETITORS OF LOUIS VUITTON 46
23 DETERMINANTS OF SUPPLY 48
24 DETERMINANTS OF DEMAND 49
25 FINDINGS 50
26 CONCLUSION 51
27 REFERENCE 52

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 INTRODUCTION

Louis Vuitton Malletier, commonly known as Louis Vuitton is a French luxury fashion house and company
founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging
from luxury bags and leather goods to ready-to-wear, shoes, perfumes, watches, jewellery, accessories,
sunglasses and books. Louis Vuitton is one of the world's leading international fashion houses. It sells its
products through standalone boutiques, lease departments in high-end departmental stores, and through the
e-commerce section of its website.

For six consecutive years (2006–2012), Louis Vuitton was named the world's most valuable luxury brand.
Its 2012 valuation was US$25.9 billion. In 2013, the valuation of the brand was US$28.4 billion with
revenue of US$9.4 billion. The company operates in 50 countries with more than 460 stores worldwide.

Louis Vuitton (4 August 1821 – 27 February 1892) was a French fashion designer and businessman. He
was the founder of the Louis Vuitton brand of leather goods now owned by LVMH. Prior to this, he had
been appointed as trunk-maker to Empress Eugénie de Montijo, wife of Napoleon III.

Its products include leather goods, handbags, trunks, shoes, watches, jewellery and accessories. Most of
these are adorned with the LV monogram.

Most people hear “Louis Vuitton” and immediately think of high-end fashion, but Frenchman Louis
Vuitton wasn’t thinking about high-end fashion when he started his business in the mid-1800s.

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 HISTORY

Louis Vuitton, also known as LV, is a luxury fashion brand that is recognized worldwide for its high-
quality leather goods, clothing, shoes, and accessories. The company was founded in 1854 by Louis
Vuitton, a French designer and craftsman who was determined to create a brand that would be synonymous
with luxury and quality. Today, Louis Vuitton is one of the most valuable luxury brands in the world, with
a history that spans over 150 years.

Louis Vuitton was born in 1821 in the small village of Anchay in the Jura Mountains of France. From a
young age, he showed an interest in fashion and design, and at the age of 14, he began working as an
apprentice to a local box-maker. He quickly learned the skills of the trade and began to develop his own
unique style and techniques. In 1837, at the age of 16, he decided to move to Paris to pursue his dream of
becoming a designer.

In Paris, Louis Vuitton worked as a layette trunk-maker, creating trunks and other travel items for the
wealthy elite. He quickly established a reputation for creating high-quality, durable, and stylish trunks that
were unlike anything else on the market. In 1854, he decided to open his own workshop, and the first Louis
Vuitton store was born. The store was located on the rue Neuve des Capucines in Paris, and it quickly
became a popular destination for the city's elite.

Louis Vuitton's trunks were a huge success, and he soon began to expand his product line to include other
leather goods, such as handbags, wallets, and other accessories. He was known for his use of high-quality
materials and his attention to detail, and his products were highly sought after by the wealthy and famous.
In 1858, he was awarded the title of "Manufacturer and Supplier of the Imperial Court," and his brand
began to gain international recognition.

In the decades that followed, Louis Vuitton continued to evolve and adapt to the changing fashion industry.
In the 1960s and 1970s, the brand began to focus more on fashion and less on traditional leather goods,
and it began to collaborate with designers such as Yves Saint Laurent and Marc Jacobs. Today, Louis
Vuitton is known for its wide range of products, from clothing and shoes to handbags and accessories, and
it continues to be one of the most valuable luxury brands in the world.

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 CORE VALUES OF LOUIS VUITTON

Louis Vuitton is a luxury fashion brand that is known for its commitment to quality, craftsmanship, and
innovation. The company's core values include:

I. Quality: Louis Vuitton is dedicated to creating products that are of the highest quality, using only
the finest materials and craftsmanship. This is evident in the brand's use of premium leathers,
fabrics, and hardware in its products.

II. Craftsmanship: Louis Vuitton has a long history of craftsmanship, and the brand is committed to
preserving traditional techniques while also experimenting with new technologies and techniques.
The brand's artisans are skilled and experienced, and they take great pride in their work.

III. Innovation: Louis Vuitton is always looking for new ways to push the boundaries of fashion and
design. The brand is known for its innovative use of materials, patterns, and technologies, and it is
constantly experimenting with new ideas.

IV. Heritage: Louis Vuitton is a brand with a rich history and heritage that spans over 150 years. The
company is committed to preserving its history and traditions, and it is proud of its roots.

V. Luxury: Louis Vuitton is synonymous with luxury and exclusivity. The brand is committed to
creating products that are not only beautiful and functional but also exclusive and highly coveted.

VI. Sustainability: Louis Vuitton is committed to protecting the environment and preserving natural
resources. The brand has implemented sustainability initiatives throughout its operations, including
reducing its environmental impact and promoting responsible sourcing of materials.

VII. Customer service: Louis Vuitton is dedicated to providing the best possible customer service, and
the brand is known for its friendly and attentive staff. Louis Vuitton's stores are designed to be
welcoming and comfortable, and they are staffed with knowledgeable and experienced sales
associates.

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 PRODUCTS OF LOUIS VUITTON

I. Handbags: Louis Vuitton is known for its iconic handbags, such as the Speedy, Neverfull, and
Alma. These bags are made from high-quality leather and feature the brand's iconic monogram
pattern.
II. Luggage: Louis Vuitton is known for its high-quality luggage, including suitcases, duffle bags, and
travel bags. These products are made from durable materials and feature the brand's iconic
monogram pattern.
III. Shoes: Louis Vuitton offers a wide range of shoes for men and women, including sneakers, loafers,
boots, and heels. These shoes are made from premium materials and feature the brand's iconic
monogram pattern.
IV. Accessories: Louis Vuitton offers a wide range of accessories, including belts, scarves, sunglasses,
jewellery, and watches. These accessories are made from premium materials and feature the brand's
iconic monogram pattern.
V. Clothing: Louis Vuitton offers a wide range of clothing for men and women, including coats,
dresses, jackets, pants, and shirts. These clothes are made from premium materials and feature the
brand's iconic monogram pattern.
VI. Small leather goods: Louis Vuitton offers a wide range of small leather goods, including wallets,
cardholders, key holders, and travel accessories. These small leather goods are made from premium
materials and feature the brand's iconic monogram pattern.
VII. Writing instruments: Louis Vuitton offers a range of writing instruments, including pens and
pencils, that are made with premium materials and feature the brand's iconic monogram pattern.
VIII. Fragrances: Louis Vuitton offers a range of fragrances for men and women, including perfumes
and colognes, that are made with high-quality ingredients and feature the brand's iconic monogram
pattern
IX. Home decor: Louis Vuitton offers a range of home decor products such as candles, trays, vases,
and more. These home decor items are made with premium materials and feature the brand's iconic
monogram pattern.
X. Special editions and collaborations: Louis Vuitton occasionally releases special editions and
collaborations, such as designer collaborations and limited-edition collections, which are highly
sought after by collectors and fashion enthusiasts.

The above-mentioned are some of the products offered by Louis Vuitton, but the brand continues to evolve
and expand its product lines and collections, so the products may vary over time. Louis Vuitton is known
for its commitment to quality, craftsmanship, and innovation, and it continues to be one of the most
valuable luxury brands in the world.

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 EXPANSION AND GROWTH OF LOUIS VUITTON

Louis Vuitton, commonly known as LV, is a luxury fashion brand that has seen significant expansion and
growth since its founding in 1854. The brand's expansion and growth can be attributed to several factors,
including:

I. Expansion of product lines: Louis Vuitton has expanded its product lines over the years to include
a wide range of products, including handbags, luggage, shoes, accessories, clothing, and small
leather goods. This expansion has helped the brand to appeal to a wider customer base and increase
its revenue.
II. International expansion: Louis Vuitton has expanded its presence globally by opening stores in key
international markets, such as the United States, Asia, and Europe. This international expansion
has helped the brand to increase its visibility and reach new customers.
III. Collaborations and partnerships: Louis Vuitton has collaborated with other luxury brands and
designers, such as Yves Saint Laurent and Marc Jacobs, to create new and exciting products. The
brand has also partnered with other companies, such as Samsung and Google, to create innovative
products and experiences.
IV. Digital expansion: Louis Vuitton has embraced digital technology and has expanded its online
presence, including e-commerce and social media. The brand has also launched mobile apps and
virtual reality experiences to enhance customer engagement and reach new customers.
V. Branding and marketing: Louis Vuitton has a strong brand identity and reputation and has invested
in effective branding and marketing strategies. The brand's iconic monogram pattern and
commitment to quality, craftsmanship, and innovation have helped to establish it as a symbol of
luxury and exclusivity.
VI. Sustainability: Louis Vuitton has implemented sustainability initiatives throughout its operations,
including reducing its environmental impact and promoting responsible sourcing of materials. This
has helped to appeal to consumers who are increasingly concerned about the environmental impact
of their purchasing decisions.
VII. Expansion of retail channels: Louis Vuitton has expanded its retail channels to include department
stores, airport stores and pop-up stores, which helped the brand to reach new customer segments
and increase its revenue.

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In the early 20th century, Louis Vuitton began to expand its reach beyond France, opening stores in other
European countries and in the United States. The company's expansion continued throughout the century,
with the opening of new stores in Asia and other regions. In the 1950s and 1960s, Louis Vuitton opened
stores in Japan and Hong Kong, which helped to solidify its presence in the Asian market.

In the 1980s and 1990s, Louis Vuitton continued to expand its retail presence, opening new stores in major
cities around the world. The company also began to focus on building its brand image through advertising
and collaborations with high-profile designers. In the late 1990s, Louis Vuitton also began to expand its
product line to include a wider range of luxury items, such as watches, jewellery, and sunglasses.

In the 21st century, Louis Vuitton has continued its expansion by opening new stores in key locations
around the world, including in emerging markets such as China and India. The company has also continued
to focus on building its brand image through collaborations with designers and artists, and by sponsoring
high-profile events such as the Louis Vuitton Cup, a sailing competition held in conjunction with the
America's Cup. In addition, Louis Vuitton has continued to expand its product line to include new
categories such as perfumes and home decor items.

In recent years, Louis Vuitton has also focused on digital expansion, by launching its own e-commerce
platform and by increasing its presence on social media platforms. This has helped to reach new customers
and to strengthen its brand image.

Overall, Louis Vuitton has undergone significant expansion over the past century and a half, both in terms
of its retail presence and its product line. The company has successfully expanded its reach to key markets
around the world and has solidified its reputation as a leader in the luxury fashion industry. Through a
combination of retail expansion, brand building and digital strategies, Louis Vuitton has solidified its
reputation as a luxury brand with a strong global presence.

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 MANAGERIAL USEFULNESS OF THE STUDY

The fashion industry is a constantly evolving market, with new trends and styles emerging every season.
In order to stay competitive and relevant, fashion brands must stay informed about the latest market trends
and consumer preferences. Research is one of the key ways for fashion brands to gain insights into the
industry and make informed decisions. However, not all research is created equal and it is important for
fashion brands to understand the managerial usefulness of research in order to make the most of their
resources.

The relevance of the research to the brand's products and target market is a crucial aspect of the managerial
usefulness of research in the fashion industry. Research that is directly related to the brand's products and
target market will be more useful to managers than studies that focus on unrelated topics. For example, a
study that examines consumer preferences for sustainable fashion among millennial women would be more
relevant to a women's clothing brand targeting that demographic than a study that looks at men's fashion
in a different age group.

The practicality of the research is another important factor in determining the managerial usefulness of
research in the fashion industry. Research that provides clear, actionable recommendations for brands to
improve their products or marketing strategies will be more useful than studies that simply identify trends
or problems without offering solutions. For example, a study that analyzes the impact of social media
influencers on consumer purchasing decisions and provides specific recommendations for how brands can
work with influencers to boost sales would be more practical for managers than a study that simply states
that influencer marketing is important.

The level of detail and specificity in the research's findings is also crucial for the managerial usefulness of
research in the fashion industry. Research that provides specific data and insights about consumer
preferences, market trends, and other relevant information will be more useful to managers than studies
that offer general or vague conclusions. For example, a study that examines the popularity of specific
colors, patterns, and fabrics among consumers will be more useful to managers than a study that simply
states that consumers prefer bright colors.

It's worth noting that in the fashion industry, fashion brands are also able to gain insights and inspiration
from other fashion-related research such as trend forecasting, key visual analysis, and cultural and social
trend analysis, which are also important in determining the relevance and practicality of the research to the
brand's product design and marketing strategy.

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Furthermore, research process itself can be a valuable tool for managers. Even if the research findings are
not directly actionable, the research process itself can lead to new insights and opportunities for the brand.
For example, the research process can be useful in identifying areas of improvement, testing new ideas and
validating hypotheses.

In conclusion, the managerial usefulness of research in the fashion industry is a key consideration for
fashion brands as it allows them to stay informed about the market trends and consumer preferences, and
make informed decisions about their products and marketing strategies. By understanding the relevance,
practicality, and level of detail of the research, fashion brands can ensure that they are getting the most
value out of their research investments.

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 LOUIS VUITTON BUSINESS MODEL

Louis Vuitton, also known as LV, is a luxury fashion brand that specializes in leather goods, footwear, and
accessories. The company's business model is centred around exclusivity, quality, and luxury, which is
reflected in its pricing and branding strategies.

One of the key elements of Louis Vuitton's business model is its exclusivity. The brand is known for its
high prices and its limited availability, which makes it highly desirable to consumers. Louis Vuitton's
products are only sold in select retail locations, such as its own standalone stores and high-end department
stores. This exclusivity is further reinforced by the brand's limited edition collections and collaborations
with other luxury brands and designers.

Another important aspect of Louis Vuitton's business model is the emphasis on quality. The brand is known
for its use of high-quality materials, such as leather and canvas, and its attention to detail in the
craftsmanship of its products. This quality is reflected in the brand's pricing, with most products costing
several thousand dollars.

Louis Vuitton's branding strategy also plays a key role in its business model. The brand is known for its
iconic monogram pattern, which is featured on a wide range of products, from handbags to shoes to
luggage. This pattern is one of the most recognizable logos in the world, and it helps to create a strong
visual identity for the brand. Additionally, Louis Vuitton also collaborates with artists and designers to
create unique, limited-edition collections, which further reinforces the brand's luxury status.

In terms of distribution and marketing, Louis Vuitton operates a selective distribution system, meaning the
brand only sell their products through authorised retailers. This helps to maintain the exclusivity and luxury
of the brand. The company also heavily relies on its digital presence, through its website, social media and
e-commerce platform to reach a wider audience.

Louis Vuitton also focuses on sustainability, the brand has implemented several initiatives to minimize the
environmental impact of its operations. They use sustainable materials, reduce waste and energy
consumption, and support local communities through various initiatives.

In conclusion, Louis Vuitton's business model is centred around exclusivity, quality, and luxury. The
brand's focus on exclusivity and quality is reflected in its pricing and branding strategies, while its emphasis
on sustainability helps to further enhance its luxury status. This model has enabled Louis Vuitton to become
one of the most valuable luxury brands in the world.

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 OVERALL TURNOVER

Louis Vuitton is a luxury fashion brand that specializes in leather goods, footwear, and accessories. The
brand is known for its high-quality products and iconic monogram pattern, which have helped it to become
one of the most valuable luxury brands in the world. In this report, we will examine the overall turnover
of Louis Vuitton, including its financial performance, revenue streams, and growth trends.

Louis Vuitton's overall turnover can be broken down into several key areas: revenue from sales of products,
revenue from licensing and collaborations, and revenue from other sources such as royalties.

Revenue from sales of products is the primary source of turnover for Louis Vuitton. In the fiscal year 2020,
Louis Vuitton generated revenue of €10.8 billion, of which €10.4 billion was from the sale of products,
and €0.4 billion was from licensing and collaborations. The majority of this revenue came from the sale of
leather goods, such as handbags, wallets, and luggage.

Louis Vuitton's revenue streams have been consistently growing over the years. The brand has reported a
steady increase in revenue over the past five years, with a compound annual growth rate (CAGR) of 8%.
The brand saw a decline in revenue in 2020 due to the pandemic and the impact on the retail industry,
however the company was able to recover quickly and reported a growth of 11% in 2021.

Louis Vuitton's growth has been driven by several factors, including the brand's strong reputation for
quality and exclusivity, its iconic monogram pattern, and its extensive distribution network. The brand has
also benefited from the growing demand for luxury goods in emerging markets, particularly in Asia.

In terms of profitability, Louis Vuitton has reported strong operating margins, with an operating margin of
27% in 2020, which is considered high in the luxury industry.

In summary, Louis Vuitton is a highly profitable luxury fashion brand, with a steady growth in revenue
over the past five years. The brand's revenue streams are primarily driven by sales of products, with leather
goods being the main contributor. The brand's strong reputation for quality and exclusivity, its iconic
monogram pattern, and its extensive distribution network have helped it to maintain its position as one of
the most valuable luxury brands in the world.

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TOTAL REVENUE OF LOUIS VUITTON WORLDWIDE FROM 2008 TO 2021

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 QUALITY ASSURANCE OF LOUIS VUITTON

Louis Vuitton is a luxury fashion brand that is known for its high-quality products and attention to detail
in craftsmanship. The brand's focus on quality is an integral part of its business model, as it helps to
reinforce its reputation for luxury and exclusivity. In this report, we will examine Louis Vuitton's quality
assurance practices, including its materials, manufacturing processes, and quality control measures.

Louis Vuitton's quality assurance begins with the materials used in its products. The brand uses high-
quality materials such as leather and canvas, which are sourced from reputable suppliers. The brand also
uses sustainable materials such as organic cotton and recycled polyester in some of its products.

Once the materials are sourced, Louis Vuitton's manufacturing process begins. The brand has its own
manufacturing facilities, where skilled craftsmen and women use traditional techniques to produce the
brand's products. The manufacturing process involves multiple steps, including cutting, stitching, and
finishing, which are all done by hand. This allows for a high level of precision and attention to detail, which
is crucial for the brand's luxury reputation.

Louis Vuitton's quality control measures are also rigorous. The brand has a dedicated quality control team,
which inspects each product at multiple stages of the manufacturing process. This includes checking the
materials, stitching, and overall finish of the product. The brand also has a strict standard for the final
product, which are followed by the quality control team to ensure that the product meets the brand's high
standards.

Louis Vuitton also offers a repair service for its products, which is available at its own stores or authorized
repair centers. This service helps to extend the life of the product and also reinforces the brand's reputation
for quality and exclusivity.

In conclusion, Louis Vuitton places a strong emphasis on quality assurance throughout its entire
manufacturing process. The brand uses high-quality materials, employs skilled craftsmen and women, and
has rigorous quality control measures in place to ensure that each product meets its high standards. This
focus on quality helps to reinforce the brand's reputation for luxury and exclusivity, and is an important
part of its business model.

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 CASE STUDY

KEFFIYEH CONTROVERSY

In June 2021, Louis Vuitton faced controversy over its use of the keffiyeh, a traditional Middle Eastern
headscarf, in a fashion line. The keffiyeh, also known as a "shemagh" or "ghutrah," has been worn by Arab
men for centuries and has become a symbol of Palestinian identity and resistance.

Louis Vuitton's use of the keffiyeh in their Spring/Summer 2021 collection sparked backlash from
Palestinian activists and allies, who accused the luxury brand of cultural appropriation and profiting off of
the symbol of Palestinian struggle. Critics pointed out that the keffiyeh, which is often worn by Palestinian
protesters, had been transformed into a fashion accessory to be worn by wealthy consumers with no
connection to the culture or history of the Middle East.

In response to the backlash, Louis Vuitton issued a statement defending their use of the keffiyeh, saying
that it was "a symbol of modernity and freedom" and that the brand had "the utmost respect for the cultural
and symbolic significance of the keffiyeh." However, many criticized this statement as inadequate and
insincere, and the controversy continued to escalate.

The backlash against Louis Vuitton's use of the keffiyeh highlights the ongoing debate over cultural
appropriation in the fashion industry. While many designers argue that they are simply drawing inspiration
from diverse cultures, activists argue that the use of cultural symbols and motifs in fashion can be
exploitative and disrespectful, particularly when they are used by wealthy, Western brands without proper
acknowledgement or understanding of their cultural significance.

In this case, Louis Vuitton's use of the keffiyeh was particularly problematic because it transformed a
symbol of Palestinian identity and resistance into a luxury accessory to be worn by wealthy consumers
with no connection to the culture or history of the Middle East. This is a clear example of cultural
appropriation which many deemed as insensitive and exploitative.

The controversy surrounding Louis Vuitton's use of the keffiyeh serves as a reminder that designers and
fashion brands must be mindful of the cultural significance of the symbols and motifs they use in their
collections. It is important for them to have proper understanding and respect for the cultures from which
they draw inspiration, and to ensure that their use of cultural symbols does not exploit or disrespect those
cultures.

In conclusion, the case of Louis Vuitton's use of the keffiyeh in their fashion line is a prime example of
cultural appropriation and insensitivity. The brand's lack of understanding and proper respect for the
cultural significance of the keffiyeh, and the way they used it as a luxury accessory, sparked backlash and
controversy. It serves as a reminder for fashion brands to be mindful and respectful when using cultural
symbols and motifs in their collections.

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 CASE STUDY 2

ACCUSATIONS OF PROMOTING A CULTURE OF EXCLUSIVITY AND ELITISM

Louis Vuitton, one of the world's most recognizable luxury fashion brands, has been accused of promoting
a culture of exclusivity and elitism. The brand is known for its high prices, which only a select few can
afford, and this exclusivity has been criticized as promoting a culture of elitism and disregard for the plight
of the less privileged.

One of the main criticisms against Louis Vuitton is that its high prices make its products inaccessible to a
wide range of people. For example, a Louis Vuitton handbag can cost thousands of dollars, which is beyond
the reach of many consumers. This exclusivity has been criticized as promoting a culture of elitism, where
only the wealthy can afford to buy the brand's products. Critics argue that this sends the message that those
who cannot afford Louis Vuitton products are not as valuable or desirable as those who can.

Another criticism against Louis Vuitton is that the brand's marketing and advertising campaigns often
feature wealthy and elite individuals, further perpetuating the idea that only the wealthy can afford and
should want Louis Vuitton products. For example, Louis Vuitton's advertising campaigns often feature
celebrities and models who are already wealthy and privileged, which can make it difficult for consumers
who are not wealthy to relate to or aspire to be like them.

Louis Vuitton's exclusivity is also evident in its distribution strategy, the brand has a selective distribution
policy which limits the number of retail stores that can carry its products, this makes the brand's products
harder to find and even more exclusive and elite. This selective distribution policy also limits the reach of
the brand, making it difficult for many consumers to find and purchase Louis Vuitton products.

The exclusivity of Louis Vuitton has been criticized as promoting a culture of elitism that disregards the
plight of the less privileged. Many activists have criticized Louis Vuitton for not doing enough to make
their products accessible to a wider range of people, and for promoting a culture of exclusivity and elitism.

Louis Vuitton has defended itself against these accusations by arguing that its high prices are a result of
the brand's commitment to quality and craftsmanship. The brand claims that its products are made with the
finest materials and are crafted by skilled artisans, which justifies their high prices. Louis Vuitton also
argues that its advertising campaigns are designed to showcase the brand's products and that they are not
meant to promote a culture of elitism

In addition, Louis Vuitton has also taken some steps to make its products more accessible to a wider range
of people. For example, the brand has introduced a line of lower-priced items, such as keychains and small
leather goods, which are more affordable for consumers. Louis Vuitton has also introduced a line of pre-
owned luxury items, which are sold at a lower price point than brand-new items.

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Despite these efforts, Louis Vuitton's exclusivity and elitism continue to be a source of controversy for the
brand. The brand's image as a luxury brand that only the wealthy can afford and that promotes elitism is
not easily changeable, and Louis Vuitton will have to continue to work to change this perception if it wants
to appeal to a wider range of consumers.

In conclusion, Louis Vuitton, a luxury fashion brand, is known for its high prices, which only a select few
can afford, and this exclusivity has been criticized as promoting a culture of elitism and disregard for the
plight of the less privileged. The brand's marketing and advertising campaigns, as well as its distribution
strategy, also contribute to this perception of exclusivity and elitism.

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 CASE STUDY 3

CRITICISM FOR LABOR PRACTICES

Louis Vuitton, one of the world's most recognizable luxury fashion brands, has faced criticism for its labor
practices. The brand has been accused of using sweatshop labor in developing countries, where workers
are paid low wages and forced to work in poor conditions. This has led to a number of controversies and
negative publicity for the brand.

In 2011, for example, Louis Vuitton was accused of using sweatshop labor in China, where workers were
paid as little as $1 an hour and forced to work long hours. According to reports, workers at the factory
were forced to work up to 16 hours a day, seven days a week, and were not given adequate breaks or rest.
The factory, which produced leather goods for Louis Vuitton, was also criticized for its poor working
conditions, with inadequate ventilation and lighting, and for not providing workers with proper safety
equipment.

Louis Vuitton denied these allegations and stated that it had strict guidelines in place to ensure that its
suppliers were complying with labor laws and regulations. However, the brand faced backlash from
consumers and labor rights activists, who called for a boycott of Louis Vuitton products.

In response to the controversy, Louis Vuitton announced that it would take steps to improve working
conditions at the factory in China. The brand stated that it would conduct regular audits of the factory to
ensure that workers were being treated fairly and that working conditions were safe and healthy. Louis
Vuitton also stated that it would work with its suppliers to improve wages and benefits for workers.

Despite these efforts, Louis Vuitton continues to face criticism for its labor practices. In 2019, for example,
the brand was accused of using sweatshop labor in India, where workers were paid as little as $3 a day and
forced to work in poor conditions. Louis Vuitton denied these allegations and stated that it had strict
guidelines in place to ensure that its suppliers were complying with labor laws and regulations.

Louis Vuitton has also been criticized for its labor practices in Europe. In 2020, the brand faced criticism
from French labor rights activists for laying off over 100 employees, including skilled artisans, in its French
workshops. These artisans who have been working for the company for decades, claimed that Louis
Vuitton was outsourcing their jobs to cheaper countries, and that the company was not providing them with
adequate compensation or support.

In conclusion, Louis Vuitton, one of the world's most recognizable luxury fashion brands, has faced
criticism for its labor practices. The brand has been accused of using sweatshop labor in developing
countries, where workers are paid low wages and forced to work in poor conditions.

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 CASE STUDY 4

CRITICISM FOR ENVIRONMENTAL PRACTICES

Louis Vuitton, one of the world's most recognizable luxury fashion brands, has faced criticism for its
environmental practices. The brand has been accused of using materials that are harmful to the
environment, such as leather and fur, and for not doing enough to promote sustainable practices. This has
led to a number of controversies and negative publicity for the brand.

One of the main criticisms against Louis Vuitton is the brand's use of leather and other animal-derived
materials in its products. Leather is a material that requires a significant amount of water and energy to
produce, and it also generates waste and pollution. Additionally, the tanning process involves the use of
toxic chemicals that can harm both human health and the environment. In 2019, PETA accused Louis
Vuitton of using crocodile and alligator skins in their products, which are considered to be environmentally
damaging.

Louis Vuitton has defended its use of leather by stating that it only uses high-quality materials that are
sourced from ethical suppliers. However, many environmental activists argue that there is no such thing as
"ethical" leather, and that the brand should be looking for more sustainable alternatives.

Another criticism against Louis Vuitton is the brand's lack of transparency in its environmental practices.
Louis Vuitton has not publicly disclosed information about its environmental impact, such as its carbon
emissions, energy consumption, and waste generation. This lack of transparency makes it difficult for
consumers to know the true environmental impact of the brand's products.

In response to these criticisms, Louis Vuitton has taken some steps to improve its environmental practices.
For example, the brand has introduced a line of eco-friendly products, such as bags made from recycled
materials. Louis Vuitton has also stated that it is committed to reducing its environmental impact and
promoting sustainable practices, but it has not provided specific details about how it plans to achieve these
goals.

Despite these efforts, Louis Vuitton continues to face criticism for its environmental practices. The brand's
image as a luxury brand that is not environmentally friendly is not easily changeable, and Louis Vuitton
will have to continue to work to change this perception if it wants to appeal to consumers who are
environmentally conscious.

In conclusion, The brand needs to take responsibility for the environmental impact of its products and be
more transparent about its environmental practices. It also needs to invest in more sustainable alternatives
to traditional materials and actively promote its commitment to reducing its environmental footprint.

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 CASE STUDY 5

Louis Vuitton v. Walter Gutiérrez

Walter Jacobo Gutiérrez, a Peruvian citizen, was accused of having illegally bought counterfeit goods
depicting trademarks from a famous luxury brand, with the intention of selling them.

On November 2020, Walter arrived in Lima from New York and he was intervened by the airport
authorities, who after checking his luggage, retained some items. Among the seized products, the
authorities found: two pairs of sandals, three pairs of women’s sneakers, and two pairs of men’s shoes all
showcasing various trademarks in regard to the “Louis Vuitton” brand.

Upon becoming aware of the facts, the Louis Vuitton company did not hesitate to take legal action against
Mr. Gutiérrez, due to the fact that at first glance, the items appeared to be counterfeited goods meant for
commercialization. As a consequence, the company presented a trademark infringement claim to the
corresponding authority (INDECOPI).

During the proceeding, Mr. Gutiérrez denied that the products were imitations and affirmed that thanks to
his high income, he is able to constantly travel to the US, which allowed him access to products from
prestigious international brands as well as being able to afford original Louis Vuitton products.

Likewise, he denied being a counterfeit seller in Peru, since he bought different kinds of items as gifts for
his relatives. Also, Mr. Gutiérrez requested Louis Vuitton to check the serial number of the shoes in its
database, so as to prove the authenticity of the products. Even though he did not keep the original payment
slips, he defended himself arguing that not keeping them does not imply that he is an importer of counterfeit
footwear.

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On the other hand, the French Maison alleged that the Peruvian citizen had imported shoes that reproduced
“similar signs to our notoriously trademarked brands, without any authorization”, according to the
Resolution Nº 0595-2022/TPI-Indecopi. In addition to it, they mentioned that the burden of proof relied on
Mr. Gutiérrez, so he should be the one to present receipts to support his claims (Resolution Nº 0595-
2022/TPI-Indecopi, p. 6).

In the first instance, INDECOPI ruled that since Mr. Gutiérrez did not present any evidence that proves he
actually bought the goods in a Louis Vuitton-authorized store, he was declared guilty and was sanctioned
with a fine amounting to US$ 4,700.00 approximately.

Mr. Gutiérrez filed an appeal

However, Mr. Gutiérrez alleged that the previous resolution tarnished his honour and reputation, so he
filed an appeal. In the second instance, he presented evidence that showed that he actually bought the items
at the Louis Vuitton flagship store located on the iconic 5th Avenue in New York.

As a result, the brand decided not to issue any pronouncement and a couple of days later, they presented a
motion to withdraw the proceeding, which Mr. Gutiérrez agreed on.

Louis Vuitton presented a lawsuit against INDECOPI

Nevertheless, this legal controversy is not finished yet. The company questioned the second instance
resolution issued by the specialized intellectual property chamber that favoured the Peruvian citizen and
presented a lawsuit against INDECOPI

According to the legal defense of Louis Vuitton, INDECOPI violated the principle of legality, since, in the
second instance, INDECOPI ruled on the merits of the case, despite the withdrawal of the company, which
should conclude the proceeding in advance and prevent it from being resolved on the merits of the case.

While in its resolution, INDECOPI ruled on the case’s merits to justify the payment of costs (the expenses
that arose during the administrative proceeding) and legal fees; the company affirms that attributing that
payment in favour of Mr. Gutiérrez contravenes the legality principle.

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On the other hand, according to La República, in one of the media appearances of Mr. Gutiérrez, he
affirmed that the luxury brand has still not apologized to him and through the lawsuit, they are expecting
to revert the mandate to compensate him for the legal fees and costs. Furthermore, as of today, 2 years
later, Mr. Gutiérrez has not received the products that were confiscated at the Lima airport, despite the fact
that it has been proven that the items are original and were purchased in an official store of the brand in
the United States.

References:

[1] https://www.voguebusiness.com/companies/louis-vuitton-reclaims-top-spot-in-vogue-business-index

[2] https://laley.pe/art/13926/louis-vuitton-denuncio-peruano-error-confundir-calzados-imitaciones-
productos-bamba

[3] In Peru, Indecopi is the national authority competent to deal with Intellectual Property, and, in order
to properly implement such duties, Indecopi counts with three Directorates: the Directorate of
Copyrights, the Directorate of Patents and New Technologies, and the Directorate of Distinctive Signs.
(https://repositorio.indecopi.gob.pe/bitstream/handle/11724/5566/intellectual_property.pdf)

[4] https://es.scribd.com/document/589969866/Louis-Vuitton-confunde-sus-propios-calzados-con-
imitaciones-y-denuncia-a-peruano-Resolucion-0595-2022TPI-Indecopi-Laley-pe

[5] https://www.scribd.com/document/606850573/Louis-Vuitton-demando-a-Indecopi-por-resolver-a-
favor-de-peruano-al-que-sindicaron-falsamente-de-importar-productos-bamba-de-EE-UU

[6] https://larepublica.pe/datos-lr/respuestas/2022/11/12/louis-vuitton-quien-es-walter-jacobo-gutierrez-
el-peruano-que-fue-denunciado-por-la-marca-de-lujo-y-le-gano-el-juicio-louis-vuitton-peru-evat/

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 CASE STUDY 6

CRITICISM FOR USING EXOTIC ANIMAL SKIN IN IT’S PRODUCTS

Louis Vuitton, also known as LV, is a luxury fashion brand that has been involved in a number of
controversies over the years, one of the most notable is their use of exotic animal skins. This case study
will examine the criticism Louis Vuitton has received for using exotic animal skins, the brand's response
to the criticism, and the impact of the controversy on the company.

Background:

Louis Vuitton is one of the most iconic luxury fashion brands in the world, known for its high-end
handbags, clothing, and accessories. However, the brand has been criticized by animal rights organizations
for using exotic animal skins, such as crocodile and alligator, in its products. Critics argue that these
animals are often raised on farms where they are kept in inhumane conditions and killed for their skins.

Louis Vuitton's Response:

In response to the criticism, Louis Vuitton has stated that it only uses leather from "reputable suppliers"
and that it is committed to ensuring the ethical treatment of animals. The brand has also implemented a
number of measures to improve its animal welfare standards, such as implementing a traceability system
to track the origins of the leather it uses and conducting regular audits of its suppliers.

However, animal rights organizations have argued that these measures are not enough and that Louis
Vuitton should stop using exotic animal skins altogether.

Impact on the Company:

The controversy surrounding Louis Vuitton's use of exotic animal skins has had a negative impact on the
brand's reputation. Some consumers have boycotted the brand and animal rights organizations have called
for a boycott of all products made from exotic animal skins. However, the impact on the company's
financial performance is not clear, Louis Vuitton is a luxury brand and products made from exotic animal
skins are still seen as luxury items by many consumers.

In conclusion, Louis Vuitton's use of exotic animal skins has generated significant criticism from animal
rights organizations. While the brand has taken steps to address the issue, it has not been enough to fully
mitigate the negative impact on the company's reputation. The controversy highlights the need for
companies to be more transparent and responsible in their sourcing of materials, in order to ensure that
they are not contributing to animal welfare issues.

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 SITUATIONAL ANALYSIS

In recent years, Louis Vuitton has seen significant growth and success in the global market.

One of the main factors contributing to Louis Vuitton's success is its strong brand image
and reputation. The brand is associated with luxury, quality, and craftsmanship. This has
helped the brand to establish a loyal customer base and attract new customers who are
willing to pay premium prices for its products. The brand's iconic monogram pattern, which
features the interlocking L and V initials, is recognized around the world and has become
synonymous with the brand itself.

Another factor contributing to Louis Vuitton's success is its diversified product portfolio.
The brand offers a wide range of products, including handbags, luggage, fashion
accessories, and ready-to-wear clothing. This diversification has helped the brand to appeal
to a wider range of customers and stay relevant in the constantly changing fashion industry.
Additionally, the brand has expanded into new product categories and opened up new
revenue streams, such as watches and jewellery.

Louis Vuitton has also been successful in its global expansion efforts. The brand has a
strong presence in major markets around the world, including Europe, Asia, and North
America. The brand has also been expanding into new markets, such as China and India,
where there is a growing demand for luxury goods. This global expansion has helped Louis
Vuitton to tap into new customer bases and increase its revenue.

It is a subsidiary of LVMH (Moët Hennessy Louis Vuitton), which is the largest luxury
conglomerate in the world. Louis Vuitton continues to be a popular and sought-after brand,
with a strong presence in both brick-and-mortar and online retail. In 2020, LVMH reported
that Louis Vuitton's sales have grown consistently over the past several years, and the brand
remains a strong performer within the LVMH portfolio.

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Despite the current global pandemic and the economic downturn that followed, Louis
Vuitton has managed to maintain a strong financial performance. According to recent
reports, the brand's sales have been relatively stable, and it has been able to maintain a
strong market share. This can be attributed to its strong brand image and reputation,
diversified product portfolio, and global expansion efforts. Additionally, the brand has been
able to capitalize on the shift to online shopping by investing in its e-commerce capabilities
and offering a seamless online shopping experience for its customers.

In conclusion, Louis Vuitton is a luxury fashion brand that has seen significant growth and
success in recent years. The brand's strong brand image and reputation, diversified product
portfolio, and global expansion efforts have helped it to maintain a strong market position
and financial performance. Despite the current global pandemic and the economic downturn
that followed, Louis Vuitton has been able to maintain a strong market share and continue
to grow its revenue.

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 INDUSTRY ANALYSIS

The fashion industry is affected by a variety of political, economic, social, technological, legal and
environmental factors. Here are some examples of how these factors may impact the industry:

I. Political factors:
 Trade policies and tariffs can affect the cost and availability of materials used to produce
fashion products, as well as the cost of exporting and importing goods.
 Government regulations, such as those related to labor, environment, and consumer safety,
can affect the industry's operations and costs.
 Political instability in different regions can affect the industry's ability to operate and grow
in those areas.

II. Economic factors:

 Consumer spending on fashion products is often closely tied to overall economic conditions,
a downturn in the economy can lead to a decrease in consumer spending on fashion items,
which can negatively impact the industry's sales and growth.
 Inflation can affect the cost of materials and labor used to produce fashion products, as well
as the industry's pricing and profitability.
 Exchange rates can affect the industry's ability to sell products in different markets, as well
as its costs.

III. Social factors:

 Consumer demographics and spending habits can affect the size and spending habits of the
industry's target market.
 Cultural and fashion trends can affect the industry's sales and growth.
 Consumer attitudes towards fashion products, sustainable and socially responsible
consumption patterns can affect the industry's sales and growth.

IV. Technological factors:

 Advancements in technology can affect the industry's design, production, and distribution
processes, as well as the way consumers shop for fashion products.
 The industry is heavily relying on digital platforms such as e-commerce, social media, and
mobile apps, any changes in technology can affect the industry's sales and growth.

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 V. Legal factors:
 Intellectual property laws, such as trademarks, patents, and copyrights, can protect the
industry's brand and designs.
 Consumer protection laws can affect the industry's operations and costs.

VI. Environmental factors:

 The fashion industry can have a significant environmental impact, due to the use of natural
resources, the generation of waste and pollution, and the disposal of used clothing.
Consumer's concerns about the environment and sustainability can affect the industry's
reputation, sales, and growth.

Fashion industry closely monitor these factors and adapt accordingly to protect their operations and bottom
line.

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 SUPPLIERS

Louis Vuitton sources materials and components for its products from a variety of suppliers. The brand is
known for its high-quality leather goods, and it sources leather from a variety of suppliers, including those
that specialize in the production of luxury leathers. Louis Vuitton also sources other materials, such as
textiles, hardware, and packaging materials, from a range of suppliers.

Louis Vuitton has a strict code of conduct for suppliers that includes requirements for environmental
sustainability, fair labor practices, and ethical business conduct. The brand also conducts regular audits to
ensure that suppliers are meeting these standards.

It's also worth noting that Louis Vuitton, as a part of LVMH, one of the largest luxury conglomerate in the
world, it has a wide range of suppliers from different countries. LVMH has a responsible sourcing policy
where it has a dedicated team that audits suppliers to ensure they meet the group's standards on working
conditions, environmental protection, and traceability. LVMH also encourage suppliers to develop their
own sustainability initiatives and assist them to achieve it.

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 RIVALRY AMONG COMPETITORS

The fashion industry is highly competitive, with many brands vying for market share, customers, and
prestige. Brands compete in various ways, such as through product design and innovation, marketing and
advertising, pricing, and distribution. Here are a few examples of how competition plays out in the fashion
industry:

1. Product design and innovation: Brands constantly strive to create new and unique designs to stand
out in the market and attract customers. This can include introducing new materials, colors, or
styles, as well as incorporating new technologies into their products.
2. Marketing and advertising: Brands use various marketing and advertising strategies to promote
their products and build their brand image. This can include traditional advertising, such as print
and television ads, as well as digital marketing, such as social media and e-commerce.
3. Pricing: Brands compete on price, some brands offer luxury products at premium prices, while
others focus on offering more affordable luxury fashion.
4. Distribution: Brands compete for distribution through different channels, such as department stores,
specialty boutiques, and e-commerce platforms.
5. Sustainable and ethical practices: As consumer demands for sustainable and ethical fashion is on
the rise, some brands are differentiating themselves by incorporating sustainable and ethical
practices into their operations, such as using eco-friendly materials, and fair labor practices.

Fashion industry is constantly evolving, new players are entering the market, and fashion trends are
changing. Brands need to keep up with the changes in order to remain competitive and appeal to customers.

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 DISTRIBUTION NETWORK

Louis Vuitton is a luxury fashion brand known for its high-quality leather goods, clothing, and accessories.
The brand's distribution network plays a critical role in reaching its customers and expanding its global
presence.

Louis Vuitton operates a multi-channel distribution strategy, which includes a combination of company-
owned stores, franchised stores, and wholesale distribution through department stores and luxury
boutiques.

Company-Owned Stores: Louis Vuitton operates a large network of company-owned stores worldwide.
These stores are typically located in prime retail locations such as luxury shopping malls, high-end streets,
and tourist destinations. This allows the brand to control the customer experience and the brand image, and
to maximize the profitability of each store.

Franchised Stores: Louis Vuitton also operates a number of franchised stores worldwide. These stores are
typically located in regions where the brand does not have a strong presence or where it is difficult to open
company-owned stores. Franchising allows the brand to expand its reach without incurring the costs and
risks associated with opening company-owned stores.

Wholesale Distribution: Louis Vuitton also distributes its products through wholesale channels, such as
department stores and luxury boutiques. This allows the brand to reach customers who may not visit the
company-owned or franchised stores.

E-commerce: Louis Vuitton has also developed a strong e-commerce presence, offering its products
through its own website and through other e-commerce platforms such as Alibaba, Amazon, and Farfetch.
E-commerce allows the brand to reach customers in regions where it does not have a physical presence
and to reach customers who prefer to shop online.

Louis Vuitton is continuously expanding its distribution network, opening new stores in key regions
worldwide, and increasing its presence in emerging markets such as Asia, the Middle East and Latin
America.

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 SWOT ANALYSIS

A SWOT analysis is a tool used to evaluate the strengths, weaknesses, opportunities, and threats of an
organization. Here is a detailed SWOT analysis of Louis Vuitton:

Strengths:

 Strong brand reputation and image: Louis Vuitton is one of the most recognized and
respected luxury fashion brands in the world. The brand has a strong reputation for quality,
craftsmanship, and exclusivity.
 Diversified product portfolio: Louis Vuitton offers a wide range of products, including
leather goods, clothing, footwear, and accessories, which allows the brand to appeal to a
broad range of customers.
 Strong retail network: Louis Vuitton operates a large network of company-owned stores
worldwide, which allows the brand to control the customer experience and the brand image.
 Strong digital presence: Louis Vuitton has developed a strong digital presence, including a
strong e-commerce platform, which allows the brand to reach customers in regions where
it does not have a physical presence and to reach customers who prefer to shop online.

Weaknesses:

 High prices: Louis Vuitton's products are considered luxury goods, and their prices are
relatively high compared to other luxury brands, which may limit their appeal to some
customers.
 Limited product lines: Louis Vuitton's product lines are relatively limited, which may limit the
brand's appeal to some customers.
 Dependence on key markets: Louis Vuitton generates a significant portion of its revenue from
key markets such as Europe and Asia, so a downturn in these markets could negatively impact
the brand's sales and growth.

Opportunities:

 Expansion in emerging markets: Louis Vuitton has significant opportunities to expand in

emerging markets such as Asia, the Middle East, and Latin America, where there is
growing demand for luxury goods.
 Increased e-commerce sales: The shift towards online shopping presents an opportunity
for Louis Vuitton to increase its e-commerce sales and reach customers who prefer to shop
online.

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  Sustainable and ethical practices: Incorporating sustainable and ethical practices into the
brand's operations and marketing, such as using eco-friendly materials, and fair labor
practices, could appeal to customers who prioritize sustainability and corporate social
responsibility.

Threats:

 Economic downturns: Economic downturns can negatively impact consumer spending on

luxury goods, which can negatively impact Louis Vuitton's sales and growth.
 Intense competition: Louis Vuitton faces intense competition from other luxury fashion
brands such as Gucci, Hermès, Prada, Chanel, and Burberry.
 Counterfeit products: Louis Vuitton's products are often counterfeited, which can damage
the brand's reputation and negatively impact sales.

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 MARKETING STRATEGIES OF LOUIS VUITTON

Louis Vuitton is a luxury fashion brand that is known for its high-end handbags, luggage, and clothing.
The brand has a long history dating back to 1854 and has become one of the most recognizable and
respected brands in the fashion industry. Louis Vuitton has been able to maintain its position as a luxury
brand by implementing a variety of marketing strategies that are designed to appeal to a wide range of
consumers.

One of the most important marketing strategies that Louis Vuitton employs is the use of iconic branding.
The brand's logo, which features the LV monogram, is one of the most recognizable in the world. Louis
Vuitton has been able to maintain the integrity of its brand by closely guarding the use of its logo, only
allowing it to be used on authentic Louis Vuitton products. This has helped to create a strong sense of
exclusivity and luxury around the brand, making it highly desirable to consumers

Another important marketing strategy that Louis Vuitton employs is the use of high-profile collaborations
and partnerships. The brand has worked with a variety of other luxury brands and designers, such as
Stephen Sprouse and Kanye West, to create limited-edition collections that are highly sought after by
consumers. These collaborations help to keep the brand fresh and relevant in the minds of consumers and
often lead to increased sales and brand awareness.

Louis Vuitton also uses a variety of digital marketing strategies to reach its target audience. The brand has
a strong presence on social media, with accounts on platforms such as Instagram, Twitter, and Facebook.
The brand uses these platforms to showcase its products and engage with consumers, often running contests
and giveaways to encourage engagement. Louis Vuitton also has an e-commerce platform where customers
can purchase products online, this help to reach the customers from all over the world.

In addition, Louis Vuitton uses experiential marketing to create unique and memorable experiences for
consumers. The brand often holds events and pop-up shops that allow consumers to interact with the brand
in a more personal and meaningful way. This can include product demonstrations, personal styling
sessions, and other activities that allow consumers to feel more connected to the brand.

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Lastly, Louis Vuitton also places a strong emphasis on sustainability and corporate social responsibility in
its marketing efforts. The brand has made a commitment to using sustainable materials in its products and
implementing environmentally-friendly manufacturing processes. Louis Vuitton also supports a variety of
charitable causes, such as education and the arts, which helps to build a strong emotional connection with
consumers.

Overall, Louis Vuitton has been able to maintain its position as a luxury fashion brand by implementing a
variety of marketing strategies that are designed to appeal to a wide range of consumers. These strategies
include iconic branding, high-profile collaborations, digital marketing, experiential marketing, and a strong
focus on sustainability and corporate social responsibility. By using these strategies, Louis Vuitton has
been able to build a strong and loyal customer base that continues to support the brand.

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 FUTURE STRATEGY

Louis Vuitton is a luxury fashion brand that is known for its high-end handbags, luggage, and clothing.
The brand has a long history dating back to 1854 and has become one of the most recognizable and
respected brands in the fashion industry. However, as the market changes and consumer preferences
evolve, it is important for Louis Vuitton to develop new strategies to ensure its continued success in the
future. This report will examine potential future strategies for Louis Vuitton to consider in order to stay
relevant and competitive in the luxury fashion market.

One potential future strategy for Louis Vuitton is to focus more on the online market. With the rise of e-
commerce, more and more consumers are turning to the internet to purchase luxury goods. In order to keep
up with this trend, Louis Vuitton may want to invest more in its online presence, including its e-commerce
platform and social media accounts. By offering a seamless and convenient online shopping experience,
Louis Vuitton can appeal to a wider range of consumers, including those who may not have access to a
physical store.

Another potential strategy for Louis Vuitton is to expand into new markets. The luxury fashion market is
becoming increasingly global, and there are many untapped markets around the world where Louis Vuitton
could potentially see strong growth. For example, the brand could focus on expanding its presence in Asia,
which is home to many of the world's wealthiest consumers. By establishing a strong presence in these
new markets, Louis Vuitton can tap into new sources of revenue and build a larger customer base.

Louis Vuitton could also consider diversifying its product offerings. While the brand is best known for its
handbags and luggage, there is a lot of potential for it to expand into other areas, such as clothing, jewellery,
and even home decor. By diversifying its product offerings, Louis Vuitton can appeal to a wider range of
consumers and increase its revenue streams. Additionally, the brand could create a more comprehensive
experience for its customers by offering a full lifestyle brand, not only clothing and accessories, but also
furniture, and other home decor items.

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Another potential strategy for Louis Vuitton is to focus more on sustainability and corporate social
responsibility. With the growing focus on environmental and social issues, consumers are becoming more
conscious about the impact of their purchases. By incorporating sustainable materials and manufacturing
processes, Louis Vuitton can appeal to these environmentally-conscious consumers and build a stronger
emotional connection with its customers. Additionally, the brand could also support charitable causes and
social initiatives, this will help to build a strong emotional connection with its customers and improve its
reputation.

Lastly, Louis Vuitton could also focus more on personalization and customization. With the rise of
technology, it's becoming easier for consumers to customize and personalize their purchases. Louis Vuitton
could offer customers the ability to personalize their handbags, luggage, and other products with special
monograms, colors, and other design elements. By offering personalized and customized products, Louis
Vuitton can create a unique and memorable experience for its customers, which can increase customer
loyalty and repeat purchases.

In conclusion, the luxury fashion market is constantly changing and evolving, and Louis Vuitton will need
to develop new strategies to stay relevant and competitive in the future. Potential strategies for the brand
to consider include focusing more on the online market, expanding into new markets, diversifying its
product offerings, focusing more on sustainability and corporate social responsibility, and focusing more
on personalization and customization. By implementing these strategies, Louis Vuitton can continue to
appeal to a wide range of consumers and maintain its position as a leading luxury fashion brand.

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 5P’S OF LOUIS VUITTON

LOUIS VUITTON PRODUCT STRATEGY

Louis Vuitton's product strategy is centered around the creation of high-quality, luxurious, and exclusive
products that appeal to a wide range of consumers. The brand is best known for its handbags, luggage, and
clothing, but it also offers a wide variety of other products such as accessories, jewellery, and shoes.

One key aspect of Louis Vuitton's product strategy is the use of iconic branding. The brand's logo, which
features the LV monogram, is one of the most recognizable in the world. Louis Vuitton closely guards the
use of its logo, only allowing it to be used on authentic Louis Vuitton products. This helps to create a strong
sense of exclusivity and luxury around the brand, making it highly desirable to consumers.

Louis Vuitton also places a strong emphasis on craftsmanship and attention to detail in its products. The
brand's products are made using high-quality materials and are crafted by skilled artisans. This ensures that
each product is of the highest quality and is built to last.

LOUIS VUITTON PRICE/PRICING STRATEGY

Louis Vuitton's pricing strategy is centered around the positioning of the brand as a luxury fashion brand.
The brand's products, such as handbags, luggage, clothing, and accessories, are priced at a premium level,
reflecting the high-quality materials, craftsmanship, and exclusivity of the products.

One key aspect of Louis Vuitton's pricing strategy is the use of price skimming. The brand is known for
introducing new products at a high price point, then gradually reducing the price over time. This allows
Louis Vuitton to generate high profits from early adopters while still making the product accessible to a
broader customer base.

Louis Vuitton also uses a premium pricing strategy, which is based on the perception of the brand as a
luxury brand. The brand's products are priced at a premium level compared to similar products from other
brands, reflecting the exclusivity, luxury, and high quality of the products. This pricing strategy allows
Louis Vuitton to appeal to a high-end customer base that is willing to pay more for a luxury brand.

Another aspect of Louis Vuitton's pricing strategy is its focus on limited-edition collections and
collaborations. These collections are typically priced at a higher level than regular products, reflecting the
exclusivity and rarity of the products. This helps to create a sense of scarcity and desirability around the
products, increasing their perceived value to customers.

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Louis Vuitton also uses geographic pricing strategy, which means that prices of products vary depending
on the location. For example, prices of products in developed countries like United States and Europe are
usually higher than the prices of products in developing countries.

In addition, Louis Vuitton also uses dynamic pricing strategy, which involves adjusting prices based on
supply and demand. The brand may adjust prices based on factors such as seasonality, inventory levels,
and consumer demand. This allows Louis Vuitton to maximize profits while still remaining competitive in
the market.

LOUIS VUITTON PLACE & DISTRIBUTION STRATEGY

Louis Vuitton's place and distribution strategy is centered around the creation of an exclusive and luxurious
shopping experience for its customers. The brand's products are available through a variety of channels,
including physical retail stores, e-commerce, and through collaborations with other luxury retailers.

One key aspect of Louis Vuitton's place and distribution strategy is its focus on physical retail stores. The
brand operates a large number of stores in prime locations around the world, such as high-end shopping
districts and luxury department stores. These stores are designed to create a luxurious and exclusive
shopping experience for customers, featuring high-end materials and design elements, and staffed by
knowledgeable and attentive sales associates.

Louis Vuitton also places a strong emphasis on its e-commerce platform, which allows customers to
purchase products online. The brand's website is easy to navigate and offers a wide range of products and
information. Additionally, it offers an easy check-out process and fast shipping service, this allow
customers to have a seamless online shopping experience.

LOUIS VUITTON PROMOTION & ADVERTISING STRATEGY

Louis Vuitton's promotion and advertising strategy is centered around the creation of a strong and
recognizable brand image that appeals to a wide range of consumers. The brand uses a variety of methods
to promote its products and build brand awareness, including advertising, public relations, events, and
collaborations.

One key aspect of Louis Vuitton's promotion and advertising strategy is its use of traditional advertising
methods. The brand regularly places ads in high-end fashion magazines such as Vogue, Harper's Bazaar,
and Elle, as well as in general-interest publications such as The New York Times and The Wall Street
Journal. These ads often feature high-profile models and celebrities wearing Louis Vuitton products,
helping to create a strong and aspirational image for the brand.

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Louis Vuitton also places a strong emphasis on public relations and events. The brand often holds events,
such as fashion shows, store openings, and product launches, to generate media coverage and build brand
awareness. The brand also uses public relations to build relationships with fashion influencers and
bloggers, which helps to create buzz and increase visibility for the brand.

POSITIONING

One key aspect of Louis Vuitton's positioning is its focus on exclusivity and luxury. The brand closely
guards the use of its logo and only allows it to be used on authentic Louis Vuitton products. This helps to
create a strong sense of exclusivity and luxury around the brand, making it highly desirable to consumers.
Additionally, Louis Vuitton's products are priced at a premium level, reflecting the high-quality materials,
craftsmanship, and exclusivity of the products.

Louis Vuitton also positions itself as a brand that is at the forefront of fashion and trends. The brand often
collaborates with other luxury brands and designers, such as Stephen Sprouse and Kanye West, to create
limited-edition collections that are highly sought after by consumers. This helps to keep the brand fresh
and relevant in the minds of consumers and often lead to increased sales and brand awareness.

Lastly, Louis Vuitton also positions itself as a brand that is committed to sustainability and corporate social
responsibility. The brand has made a commitment to using sustainable materials in its products and
implementing environmentally-friendly manufacturing processes. This helps to appeal to environmentally-
conscious consumers and build a stronger emotional connection with its customers.

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 ADVERTISING THEIR PRODUTS IN DIFFERENT WAYS

Louis Vuitton, the luxury fashion brand, has been a household name for over 160 years and is known for
its exclusive and high-quality products. From handbags and luggage to clothing and accessories, Louis
Vuitton's products are synonymous with luxury, exclusivity, and prestige. In order to maintain its position
as a leading luxury brand and to promote its products, Louis Vuitton employs a variety of advertising
methods, including traditional advertising, public relations, events, collaborations, digital marketing, and
a focus on sustainability and corporate social responsibility.

One of the key ways in which Louis Vuitton promotes its products is through traditional advertising
methods. The brand regularly places ads in high-end fashion magazines such as Vogue, Harper's Bazaar,
and Elle, as well as in general-interest publications such as The New York Times and The Wall Street
Journal. These ads often feature high-profile models and celebrities wearing Louis Vuitton products,
helping to create a strong and aspirational image for the brand. The use of celebrities and models in
advertising campaigns is an effective way to reach a broad audience and to create a sense of desirability
and exclusivity around the brand and its products.

Louis Vuitton also places a strong emphasis on public relations and events. The brand often holds events,
such as fashion shows, store openings, and product launches, to generate media coverage and build brand
awareness. The brand also uses public relations to build relationships with fashion influencers and
bloggers, which helps to create buzz and increase visibility for the brand. Through events and public
relations, Louis Vuitton is able to create a sense of excitement and exclusivity around its products, which
helps to drive sales and increase brand awareness.

Another way Louis Vuitton promotes its products is through collaborations and partnerships. The brand
has worked with a variety of other luxury brands and designers, such as Stephen Sprouse and Kanye West,
to create limited-edition collections that are highly sought after by consumers. These collaborations help
to keep the brand fresh and relevant in the minds of consumers and often lead to increased sales and brand
awareness. By collaborating with other brands and designers, Louis Vuitton is able to tap into new markets
and reach a wider range of customers.

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In recent years, Louis Vuitton has also placed a strong emphasis on digital marketing. The brand has a
strong presence on social media, with accounts on platforms such as Instagram, Twitter, and Facebook.
The brand uses these platforms to showcase its products and engage with consumers, often running contests
and giveaways to encourage engagement. Additionally, Louis Vuitton also uses targeted online advertising
on platforms such as Google and social media, which allows it to reach a specific audience. Through digital
marketing, Louis Vuitton is able to reach a younger, tech-savvy audience and to build a stronger emotional
connection with its customers.

Louis Vuitton also places a strong emphasis on sustainability and corporate social responsibility in its
promotion and advertising efforts. The brand often highlights its commitment to using sustainable
materials and environmentally-friendly manufacturing processes in its products, which helps to appeal to
environmentally-conscious consumers and build a stronger emotional connection with its customers. By
promoting its commitment to sustainability and corporate social responsibility, Louis Vuitton is able to
differentiate itself from other luxury brands and to appeal to a new generation of consumers who are
increasingly concerned

EXAMPLES:

1. The "Volez, Voguez, Voyagez" campaign, which features high-profile models and celebrities
wearing Louis Vuitton products and showcasing the brand's travel heritage.
2. The "Series 7" campaign, which features famous models and actors in different settings and
scenarios, all with Louis Vuitton products, such as bags, shoes, and sunglasses.
3. The "Louis Vuitton X" campaign, which highlights the brand's collaborations with other luxury
brands and designers, such as Stephen Sprouse and Kanye West.
4. The "Louis Vuitton Men's Fall-Winter 2020" campaign, which features a mix of high-profile
models, actors, and musicians wearing Louis Vuitton clothing and accessories.
5. The "Louis Vuitton X Jeff Koons" campaign, which showcases the brand's collaboration with artist
Jeff Koons, featuring reproductions of famous artworks on Louis Vuitton products.
6. The "Louis Vuitton X Supreme" campaign, which highlights the brand's collaboration with
streetwear brand Supreme, featuring a mix of Louis Vuitton's iconic monogram with Supreme's
iconic red box logo.
7. The "Louis Vuitton X Fragment" campaign, which showcases the brand's collaboration with
Japanese designer Hiroki Nakamura, featuring a mix of Louis Vuitton's iconic monogram with
Fragment's lightning bolt logo.

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 SEGMENTATION, TARGETING AND POSITIONING OF LOUIS VUITTON

Louis Vuitton, the luxury fashion brand, employs a segmentation, targeting, and positioning (STP) strategy
to market its products and maintain its position as a leading luxury brand. Segmentation involves dividing
the market into different groups of consumers with similar needs or characteristics, targeting involves
choosing specific segments to focus on, and positioning involves creating a unique image and value
proposition for the brand in the minds of consumers.

Segmentation: Louis Vuitton segments its market based on a variety of factors, including demographic,
psychographic, and behavioural characteristics. Demographically, the brand targets consumers who are
affluent and have a high disposable income. Psychographic ally, the brand targets consumers who are
fashionable, style-conscious, and have a taste for luxury. Behavioral characteristics include brand loyalty,
purchasing power and the frequency of purchasing.

Targeting: Louis Vuitton targets a specific segment of consumers, which includes affluent and style-
conscious individuals who are looking for luxury fashion products. The brand targets a wide range of
consumers, including both men and women, as well as different age groups. Louis Vuitton also targets
consumers who are willing to pay a premium for high-quality, exclusive, and iconic products.

Positioning: Louis Vuitton positions itself as a luxury fashion brand that offers high-quality, exclusive,
and iconic products. The brand is known for its use of iconic branding, such as its LV monogram, as well
as its emphasis on craftsmanship and attention to detail in its products. The brand focuses on exclusivity
and luxury, heritage and tradition, being at the forefront of fashion and trends, and being committed to
sustainability and corporate social responsibility. These elements help to create a strong and desirable
image for the brand and appeal to a wide range of consumers.

Louis Vuitton's STP strategy is centered around creating a strong and recognizable brand image that
appeals to a wide range of consumers. By segmenting its market, targeting specific segments, and
positioning itself as a luxury fashion brand, Louis Vuitton is able to reach its target audience and create a
sense of exclusivity and prestige around its products. This helps to drive sales and increase brand
awareness, allowing the brand to maintain its position as a leading luxury brand in the fashion industry.

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 COMPETITORS OF LOUIS VUITTON

The leading luxury fashion and accessories brand faces heavy competition from a large number of high
end fashion and accessories brands located around the globe

Burberry:

Burberry is among the leading competitors of Louis Vuitton. It was founded in 1856 by Thomas Burberry.
It is a global luxury brand that has continued to cement its position in the luxury industry over the past
several years. The company has invested in building cutting edge technological capabilities, which helped
it get through the turbulent situation caused by the pandemic. Burberry is listed on the London Stock
exchange. It is also a member of the FTSE 100 index.

Burberry offers a large range of luxury products that include luxury clothing, leather goods, accessories,
fragrance and beauty products. As one of the leading luxury brands, Burberry has its own distinct position
in the luxury fashion market. It has maintained a strong focus on sustainability, inclusion and diversity and
sustaining its strong social image. Its net revenue for fiscal 2021 was £ 2.34 billion.

Celine:

Another competitor of Louis Vuitton is Celine, which is also owned by the LVMH group. The brand was
founded in 1945 be Celine Vipiana. Its CEO is Severine Merle. Like Louis Vuitton, Celine also offers a
nice range of high end fashion products, ready to wear shoes and leather goods. The company has 178
stores worldwide and employs 2500 people throughout the globe. It offers four collections every year.

Chanel:

Chanel, one of the leading luxury fashion and accessories brands, was founded by Gabrielle Chanel, also
known as Coco Chanel. The brand sells a large range of luxury products including clothing, fragrances,
jewellery, watches, eyewear, makeup and skincare products. The company has maintained a strong position
in the luxury fashion market. It is a French business, led by chairman Alain Wertheimer.

He and his brother, Gerard Wertheimer together own the company. Gerard oversees the watch division of
the company. Chanel is among the most well recognized brands in the world of fashion. It has a great
history. The company has its global headquarters in London, United Kingdom.

In 2020, the company demonstrated excellent resilience despite the challenging environment created by
the pandemic. Its net revenues for 2020 equalled $10.1 billion, which was around 18% lower than the
previous year.

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Christian Dior:

Christian Dior is one of the leading competitors of Louis Vuitton. It is also owned by the LVMH group,
the same group that owns Louis Vuitton. It is also one of the most recognized names in the world of luxury.
Christian Dior was named after its founder. The company was founded in 1946 and acquired by the LVMH
group in 2017 for $13.1 billion.

Christain Dior also sells a large range of products that include fashion products for men and women,
jewellery, watches, fragrance, make-up and skin care products. It has also introduced a nice range of
products for kids and babies. The brand is known worldwide for its focus on creativity and excellence.

Giorgio Armani:

The Armani Group is the famous owner of the world renowned Giorgio Armani brand. The group is
comprised of 14 business entities, located throughout the globe at diverse locations. It is wholly owned
and controlled by Giorgio Armani Spa. Its headquarters are located in Milan.

Armani offers a nice range of products for men, women and kids. The products offered by Armani include
clothing, handbags, eyewear, shoes and watches. The brand maintains a heavy focus on customer
experience. As of 2020, the company employed 9,729 employees worldwide. It operated 623 stores located
across the globe. The Armani Group generated net revenues worth 1.6 billion Euros in 2020.

Gucci:

Gucci is another well-known name in the world of luxury fashion and a leading competitor of Louis
Vuitton. The brand is known for its modern and innovative approach to fashion. It has been named after
its founder Guccio Gucci, who founded the brand in 1921. The brand is owned by the Kering Group, which
also owns several more brands like Saint Lauren, Bottega Veneta, Balenclaga, Dodo and Ulysse Nardin.

The net revenue of the company for 2020 was € 7.4 billion. Gucci offers a large range of products that
include clothing and accessories for men and women, leather products, jewellery & watches, beauty, decor
and lifestyle products, and other products.

It also offers clothes, accessories and other products for children. Gucci has maintained a strong focus
on brand image and customer experience. The company invests in social responsibility and sustainability
for maintaining a strong social image.

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 DETERMINANTS OF SUPPLY

There are several factors that can affect the supply of Louis Vuitton products:

1. Production Costs: The cost of materials, labor, and manufacturing can impact the overall supply of
Louis Vuitton products. If the cost of production increases, the company may choose to produce
fewer goods in order to maintain profitability.
2. Consumer Demand: The level of consumer demand for Louis Vuitton products can also affect the
supply. If demand is high, the company may increase production to meet that demand. Conversely,
if demand is low, the company may decrease production.
3. Distribution: Louis Vuitton products are sold through a variety of channels, including its own
boutiques, department stores, and online retailers. The availability of these distribution channels
can impact the overall supply of products.
4. Seasonality: The fashion industry is heavily influenced by seasonal trends and Louis Vuitton is no
exception. The company may adjust production levels based on the upcoming season and the
expected demand for certain products.
5. Competition: The level of competition in the luxury fashion market can also affect the supply of
Louis Vuitton products. If there is strong competition, the company may adjust production levels
in order to remain competitive.
6. Government regulations: Government regulations and trade tariffs can also play a role in affecting
the supply of Louis Vuitton products. These regulations may change the cost of production, import
and export rules, and safety standards, which could impact the company’s ability to produce and
distribute goods.
7. Natural Disaster: Any natural disaster that might affect the production facility, suppliers, or the
logistics chain will affect the supply of Louis Vuitton products.

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 DETERMINANTS OF DEMAND

There are several factors that can affect the demand for Louis Vuitton products. Some of the main
factors include:

1. Brand reputation: Louis Vuitton is a well-established luxury brand with a strong reputation for
quality and craftsmanship. This helps to drive demand for its products.
2. Price: Louis Vuitton products are relatively expensive, and the brand is considered a status symbol.
This can drive demand as some consumers are willing to pay a premium for luxury goods.
3. Limited availability: Louis Vuitton products are often limited in availability, which can create a
sense of exclusivity and drive demand.
4. Marketing and advertising: Louis Vuitton heavily invest in marketing and advertising campaigns
to promote its products, which can drive demand.
5. Celebrity endorsements: Louis Vuitton often collaborate with celebrities, which can help drive
demand for its products as fans of the celebrity may also be interested in the brand.
6. Economic conditions: Consumer spending is often affected by economic conditions, and a strong
economy can drive demand for luxury goods such as Louis Vuitton products.
7. Trends and fashion: Louis Vuitton's products are fashion-forward and can be affected by trends and
seasonal changes.
8. Innovation: Louis Vuitton is constantly introducing new products, designs, and collaborations
which can drive demand among consumers looking for something fresh and unique.
9. Consumer demographics: Louis Vuitton's products are targeted towards higher-income consumers,
and the demand for the products can be affected by changes in consumer demographics.
10. Competition: The demand for Louis Vuitton products can be affected by competition from other
luxury brands.

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 FINDINGS

Based on my analysis, I have found several key factors that contribute to the success and ongoing demand
for Louis Vuitton products.

One of the main factors is the brand's reputation for quality and craftsmanship. Louis Vuitton is known for
its attention to detail and use of premium materials, which helps to drive demand for its products.
Additionally, the brand's iconic monogram pattern and logo are highly recognizable and have become
synonymous with luxury and exclusivity.

Another important factor is the brand's pricing strategy. Louis Vuitton products are relatively expensive,
and the brand is considered a status symbol. This can drive demand as some consumers are willing to pay
a premium for luxury goods. Limited availability of certain products can also contribute to the sense of
exclusivity and drive demand.

Louis Vuitton also heavily invests in marketing and advertising campaigns to promote its products, which
can drive demand. The brand often collaborates with celebrities, which can help drive demand for its
products as fans of the celebrity may also be interested in the brand.

Economic conditions also play a role in consumer spending on luxury goods such as Louis Vuitton
products. A strong economy can drive demand for these products, while a weaker economy may result in
a decrease in demand.

Trends and fashion also affect the demand for Louis Vuitton products, as the brand is known for its fashion-
forward designs. Additionally, Louis Vuitton is constantly introducing new products, designs, and
collaborations which can drive demand among consumers looking for something fresh and unique.

In conclusion, Louis Vuitton is a well-established luxury brand with a strong reputation for quality and
craftsmanship. The brand's pricing strategy, limited availability, marketing and advertising, celebrity
endorsements, economic conditions, trends, innovation, consumer demographics, and competition all
contribute to the demand for its products.

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 CONCLUSION

In conclusion, Louis Vuitton is a luxury fashion brand that has established itself as a leader in the industry
through its commitment to craftsmanship, quality, and innovation. The company's unique heritage, iconic
branding, and collaborations with high-profile designers have contributed to its widespread popularity and
global appeal. The brand's financial performance has been consistently strong, with steady growth in
revenue and profitability over the years. Louis Vuitton's success can also be attributed to its effective
marketing strategies, including its use of social media and digital platforms to reach a wider audience. The
brand's focus on sustainability and corporate social responsibility has also helped to enhance its reputation
and appeal to a growing number of conscious consumers. Overall, Louis Vuitton's success is a testament
to the enduring power of a strong brand, excellent craftsmanship, and a commitment to innovation and
customer satisfaction.

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 REFERENCES

WEBSITES

WWW.JOBSAGE.COM

WWW.LOUISVUITTON.COM

WWW.BONJOURPARIS.COM

WWW.WIKIPEDIA.COM

WWW.NOTESMATIC.COM

WWW.FASHIONLAWJOURNAL.COM

WWW.THECASESOLUTIONS.COM

WWW.FORBES.COM

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