This action might not be possible to undo. Are you sure you want to continue?
Introduction: Louis Vuitton Malletier commonly referred to as Louis Vuitton, or sometimes shortened to LV, is a French luxury fashion and leather goods company. Founded in 1854, one of the main divisions of LVMH headquartered in Paris, France. Known especially for bags and trunks, the company collaborates with prominent figures for marketing and design (most notably supermodel Gisele Bündchen and fashion designer Marc Jacobs).
Form: Louis Vuitton is producing garments, shoes, belts, ladies bags, luggage bags etc. Louis Vuitton is the sign of luxury goods and usually people call it LV.
using the high class fabrics and materials in their products that let the products life more with durability. they also focus on top quality of its other products like shoes. They don’t compromise on the finishing and smoothness of quality products. Louis Vuitton is having latest machinery to produce products but they use the man labor in its shoe factories. Performance Quality: All Louis Vuitton products are high quality and all are in the line of luxury goods. LV consistently pursued a luxury pricing strategy.Louis Vuitton is using the latest technologies in their business. belts. wallets. Especially its leather garments are very much popular. At the same time. Only the selected elite rich people can pay for. bags etc… Reparability: . That drives up the brand cachet. At the same time. which means high mark ups and limited availability. they do not forget the quality. Louis Vuitton products are mostly made from the machines. Durability: All Louis Vuitton are very durable.
customers can come to the outlets of Louis Vuitton and place the special orders. Currently Louis Vuitton is giving this facility for leather goods and time pieces and garments. Striving for perfection. Spring Summer and Fall Winter Collections.Louis Vuitton is giving the facility of reparability to their customers. and Armand Basi. The company doesn’t provide the facility of ordering through website but they prefer the self . Louis Vuitton introduces different styles two times in a year. Dolce & Gabbana. Service Differentiation: Ordering Ease: Louis Vuitton is also adopting customization. Louis Vuitton is also among the latest trend innovators like GUCCI. Style and Design: Louis Vuitton has adopted the latest fashion trends in its all products. Louis Vuitton’s expert craftsmen work meticulously to restore the goods in the original form to the highest standard of quality.
Customer Consulting: Louis Vuitton gives the complete care details with every garments or product what they deliver to customers. Personnel Differentiation: Louis Vuitton’s staff is one of the highly paid staff who is motivated to produce the products with highest standards of quality. which allows it to control product quality and pricing. Louis Vuitton’s management gives the complete training time to time to all the staff members to meet the standard which is making Louis Vuitton the well known luxury brand of the earth. high end departmental stores throughout the world. Louis Vuitton has neither discount sales nor any duty-free stores. In addition. eluxury. Channel Differentiation: The company markets its product through its own stores. It also allows LV to prevent counterfeit products entering its distribution channels. belts. Delivery: Louis Vuitton delivers the customized products door to door. the company distributes its products through a single online retailer. they can visit the Louis Vuitton outlets and find the products. But if anybody has standard size or willing to buy any accessories like wallets. Currently Louis Vuitton’s outlets are in more than . Louis Vuitton outlets are located in several countries around the globe.appearance of the customer as it is more suitable.com. The made to order and custom made facility is only available on luggage bags and leather goods.
Canada. UK. . Vietnam.60 countries including USA. Bahrain etc… Image Differentiation: Louis Vuitton has the strong reputation as it is the company of LVMH group owned by Bernard Arnault. Andre Agassi. and Catherine Deneuve. Japan. The company announced that the former USSR leader Mikhail Gorbachev would appear in an ad campaign along with Steffi Graf. The Louis Vuitton company carefully cultivates a celebrity following and has used famous models and actresses such as Jennifer Lopez and most recently Madonna in its marketing campaigns for creating the image of brand of celebrities and high class people. India. Kuwait.
in Jap an. By way of enlightenment campaigns aimed at the general public. It would not be an exaggeration to say that the design of LV travel bags. has evolved in order to do away with counterfeits. the LVJ Group has conducted seminars and symposiums related to intellectual property from time to time since the age of LV Japan from before. particularly their arrangement. The history of the evolution of the complex and distinctive patterns for the Mo nogram Canvas resembles that of the evolution which the currencies of countries around the world have gone through in order to prevent forgery.Part 1: Enlightenment Campaigns Excellent goods are being counterfeited. LV does not neglect the care and upkeep needed to protect its brand! The history has also been a history of fighting counterfeitgoods as well. LV is carrying on with the fight against the increasi ngly sophisticated co unterfeit g oods. . the fact that a warning notice was distributed to the major Internet-related firm of Rakuten that was dated April 2000 is comm only known. as well as the company logo. and stars without permission (LVJ absolutely cannot provide licensing for this). As for the distribution of warning notices to companies. which is the company’s largest market. E ven t oday c ompanies from all over undoubtedly grow pale upon receiving a warning notice for using a “mock monogram” which combines darkbrown colors with the characters L and V. Principle to Eliminate Counterfeiting – Part 2: Distribution of Warning Notices LV knock-offs? Unforgivable! So says this principle.Louis Vuitton observes the following 18 Principles for Products: Principle to Eliminate Counterfeiting . flowers. n amely i mitations. Principle to Eliminate Counterfeiting – Part 3: Registration of Trademarks and Designs LV allies itself with the law! This is to remark on the fact that LV creates highly original lines which are difficult to imitate and then register the trademarks and designs.
Such conduct runs counter to the protection of trademarks and causes nothing but harm for both LV and the industry of recycle shops dealing in brand goods. dubious goods are rooted out and ultimately the phrase “We cannot handle this at this store” comes into use. due to the nature of the discussions and for the sake of facing off against the shadowy world of organized crime. As imitations are a violation of the Trademark Law and cannot be purchased or sold. However. it also operates the Musee de la Contrefacon (Museum of Fakes) located near the woods of Boulogne on the outskirts of Paris. The theme of this principle revolved around who verifies genuine articles. which proved to be of great interest. In addition. which was fascinating for the cavalcade of forgeries here. Principles Prohibiting Appraisal of Authenticity Mass Media Version You’ve probably come across special reports like “Appraise whether LV goods are genuine or fakes! Do not miss these points!” in places like television programs and weekly magazines for women. The author headed over to Un ion d es Fabricants Tokyo. . the majority of what was said unfortunately cannot be committed to writing. to have tal ks with Di rector-General of the Secretariat Takayuki Tsutsumi. None other than LV’s officially sanctioned stores alone verify whether an article is genuine or not. Rather the opposite is the right thing.Principle to Eliminate Counterfeiting – Part 4: Activities through the Union Des Fabricants Union des Fabricants is a French public interest incorporated association which carries out trademark protection activities. Principle Prohibiting Appraisal of Authenticity – Part 1: Second-Hand Store Version The reader must not sim plistically think that counterfeits are flourishi ng because appraisals of a uthenticity are not performed. a li mited liab ility in termediary company.
or “p roduct-out” (lording it over one’s business owing to a privileged position).” and LV does not make the attemptto create cheap goods. T he “downward expansion” spoken of by academics through their branding theories is nothing more than the having or increasing of second-line operationsto the ho use brand and luxury brand. However. the author considers it unappealing and awkward to invite novices to perform appraisals of authenticity just by reading a magazine. These are slightly inferior articles suited to their price which. . This also represents royalty management in that LV ignores and does not cater to th e demands of the masses so that it can focus its attention on interacting with good clients. high-end products which LV house brand deals with are essentially “virtually unattainable objects. are cheap goods. The luxury. Principles Prohibiting Second-Line Operations –Principle Prohibiting Downward Expansion Second-line operations basically refer to lower-cost alternatives. Principle Prohibiting Second-Line Operations –Principle of Ignoring the Demands of the Masses LV bra nd is ai med at homes which esteem the brand’shistorical rese rves and give precedence to traditional artisanship rather than mass production via machines.There are probably a gr eat many people that think the primary concern is ov er imparting those who manufacture imitations with inside information and material. For this brand LV does not reach out to consumers who cannot purchase the high priced items in its collection line. plainly speaking. This haughty attitude. which could be called high-handed. can be d escribed as th e an tithesis o f “m arket-in” (th e cu stomer is always right). there are lim itations to the downward expansion of the house brand. But rather.
a nd ac cessories as well. the principle states that the products must be made so that the LV design winds up on the of the without fail. i mmediately Graffiti lin e dthere wasflood of wh letters after L V’s ebuted a designs in ich were scrawled out with a paint brush. For the part of LV. it does not need to employ such unfavorable comparisons. f undamentally have to a uxury For example. w ithout an ything equ oyota Coro lla. In other words. Principle Prohibiting Unfavorable Comparisons Designed to Support Other Brands Discussions regarding bfor u nfavorable c omparisons desi gned t o brands a nd t rands used su pport other hose which a re t hrown out t here f or st rategic p urposesno c onnection l brand. Principle Prohibiting Entry-Level Branding If you were compelled to equate LV with examples of aut omobiles. LV has so far no t participated in licensed production a sing le time in the 154 year history. Great lengths must be gone to in order to ensure this commitment. you would arrive at the conclusion that it onl has items of oyota Cro wn Lexus. trunks. These are not inexpensive versions of t ravel ba gs. t key c hains an d wallets through a nd t c hains a nd l hey are hrough. On account of t his. l uxury key uxury wallets. y a T and ivalent to the T Ev en inexpensive items like key chains and wallets are not equivalent to the Toyota Corolla.Principle Prohibiting Licensing This is a management technique which is common to all of the LVMH brands in which everything is placed under its own company’s control without giving out licenses. and trendsetters do not yield any ground even when bitten by such unfavorable comparisons used to support other brands. center product structurally the LV cannot be placed in the center. Principle Prohibiting Misalignment of the L and V Monogram In terms of the principle for monogrammed products. The LV of t he brand. This is a kind of style. it is to be positioned so that it is bilaterally symmetrical. an d t his s oul abs monogram is thesoul olutely cann ot become disjointed or fall out of alignment. . In th e event that front. Kenzo has also largely put a stop to its licen sing. they are high-end versions of their type of goods. This holds true for bags.
this still p dependent d istribution ays o ff if yo u consider this as the cost of maintaining and controlling brand value. overseer for special orders. Danjuro. Ev en so . Principle of Special Orders LV has a special order service. This is because artisans who n to and have been cultivated on their own account are creating them in the company’s workshops. the father of a Kabuki actor. These are custom orders for self-indulgers who would like LV to make custommade products and order-made products. lording it over one’s business owing to a privileged position). ordered a cosmetics case for the announcement of the s uccession of his son to the stage was displayed along name of Ebi zo. If one is able to attain a structure of not buying and letting ot produc in st ot o sanctioned stthen p not hers buy i ts ts ores her than fficially ores. erforming independent man ufacture an d in willincrease co sts. While market-in (the customer is always right) is important.Principle of Independent Manufacture and Principle Prohibiting Outlet Product Production The o Hermès comm ended for theexercise immensely t ight co like s f LV andare thatfact they ntrol f rom productio sales do not produce outlet products. Principle Specifying Product-Out Creation Creating designs which run along the cutting-edge for LV products is the work of Marc Jacobs and the designers which he has brought along with him. supervising such special orders by employing LV’s techniques and aesthetic sense. LV could not have it any other way. . there are times where t he t op-notch creations of t he foremost f ashion desi gners of t he a ge f ortuitously t end t oward product-out (products and services are put on the market based on a production and sales plan. The case with t he taking of a c ommemorativePatrick is the sole person acting as t he general photograph.
thereby making it so that said novices can appreciate that they are of good quality. such as a pr oduct n ame lik e MG40 for instance. to put it boldly novices cannot tell whether an item. is good or bad.Principle Prohibiting Products with Inorganic Serial Numbers LV d oes not c ome out with no-name pro ducts. a leather belt around the handbags appears sturdy to the eyes of a novice.especially a luxury product. This is where i nnovation co mes in to p lay. Moreover. If products w ere g iven ser ial num bers w ith just nu mbers and sym bols. All of t hem have a na me af fixed t o them. To cite an example of said names. the names of districts like Soho and Broadway are used. Ch anging th is con cept aro und. it is important t o make ite ms wh ich ev en novices can understand for their ostentation. Principle of Ostentation First off. Others include mountain and lake names such as Ural and Baikal. It i s i mportant t o produce the effect of having users form an attachment for the product. . then this would produce a completely inorganic resonance. The motif itself for the padlock triggers a concatenation of notions to the effect that the product is solid and robust.
you will see that one brand has a history of not once holding a sale where it reduced its prices in 154 years. That brand is LV. As such. As a result of this policy. This is the end result of the basic policies and corporate efforts of each respective brand and company. while simultaneously allowing LV to create the trust which serves as the key to brand business. For the question of the sort of guideline under which sales are n ot conducted. .4-fold. LV has not held a bargain sale a sing le time out of a sin gle-minded devotion to quality. Principle of Proper Pricing LV has held the disparity with local prices down to 1. Principle Prohibiting Bargain Sales Taking a sidelong glance at markets in which bargain sales run rampant. LV has come to lay out proper pricing including customs duties and distribution costs. It is no wonder then that LV has achieved a proper rate of 1. LV was successful in permeating the brand of “trust” which the LV family has carefully cultivated throughout Japan. what essentially amounted to a 40% increase.4 times those in France. the prices which were kept down to a 40% increase of local prices were widely acceptedby modern women. pure and simple. the answer would have to be because of t he commitment to quality.4-fold by means of doing away with parallel importers who used pricing that was three times the disparity with localprices and establishing official sales routes instead. former President and CEO Hata came out with a po licy ofkeeping prices in Japan down to 1.Principles for price:Louis Vuitton observes the following 8 Principles for Price (pricing): Principle Prohibiting Exorbitant Pricing Given t he ci rcumstances i n whi ch ex orbitant pri cing a nd di fferences i n p rice de pending o n t he st ore a rose. Throughout a long history. This is a policy of reliable pricing which earns the customers’ trust.
making the price revision from November 2006 the 26th price change. throwing in added bonuses with the products is just one variation of a price discount.000 yen. Prohibiting surprise price changes Over the past 25 years LV has raised prices 14 times and lowered them 11 times. It is said that the prices of LV goods do not collapse even whenrecycled. then including these extras amounts to the same as provi ding a p rice discount for the cost of the added bonus. Lv does not include such added bonuses. . LV sets its prices in denominations of 1. and are equivalent to money. The appending of odd pricing is done purely through the consumption tax. In addition. most of the other luxury brands are the same way. If brands providing luxury products get hung up on impressions from odd pricing. Principle Prohibiting Pricing in Odds Prices LV does not adopt pricing in odd prices. Principle of Philosophy that “Louis Vuitton Products are Money” This principle states that LV bags have a high trade-in price. then leave the store temporarily so that they can confirm the trade-in price at a r ecycle shop that deals in brand goods before returning to the shop to make their purchase. It would appear as if so me customers first size up the product at anofficially sanctioned store. then this will take the edge off of the sentiments of consumers who a re all worked up to bu y brand products. The reason for this is that if LV does not furnish them with a good price th en the customers will slip away to other stores and Internet auctions.Principle Prohibiting Sale in Value Sets First of all. This is because if the amount of money paid is the same for cases w here added bonuses are included and cases where they are not included.
Principle of Prestige Pricing The notion of prestige pricing shows up in the pricing strategy. whi ch rei gns ove r the top r ange of luxury brands. The claim could be made that pri cing by LV. . re presents prest ige pricing to consumers even though it is proper pricing for LV. This is also referred to as premium pricing. price is one means of making a determination. This means that in the case of products with a low purchase frequency and where it is difficult for consumers to judge quality such as luxury and high-end products.
The major grounds where this battled is waged are in Ginza. Hata boldly set out to re form traditional busi nesspractices in Japan. This is a tried and true tactic for luxury brands. then it would necessarily have to make every single one of the stores into flagship stores. Principle of Store Establishment in Prime Locations Brands are attracted to urban areas which are suited to their brand image and establish stores there. Faced with this fact.5 times their local price. products could be sold at proper pricing through a sales route structure which eliminated intermediary costs. As a result of introducing a s ystem of com pany stores. They establish stores in prime locations in order to make a profit. which in turn create a virtuous cycle whereby the area’s image improves further and the establishment of stores accelerates. In order for luxury brands to succeed internationally it is essential for them to be successful in Japan. Hata believed that while there was nothing that could be done about the addition of customs duties and shipping fees. If LV is to attempt to cover an even greater number of a top customers through a smaller number of stores while avoiding tarnishing the image through excessive exposure. T his acts furt her enhance LV as brand. and Aoyama. pricing for LV products within Japan was s uccessfully preserved to a certain degree and the recognition that brands equaled trust began to be imparted to customers. Omotesando. which has a large proportion of sales. Principle of Brand Enhancement through Flagship Stores The establishment of large-scale flagship stores endows LV with bases from which to transmit a more prestigious and clearer nd to t horoughly ens ure a se nse of high a as a m easure to image a dded lueva.Strategies for place:Principle of Business Practice Reform For the leg itimately imported goods from that period the going market rate was 2-2 . Brands do not establish stores in prime locations because they have made a pr ofit. or attempt to open stores in such locations when they do make a profit. with .
As such. . such as to care for ba gs. This is because it is greatest point in term s of whethe r notor the tra nsmission of t t he hebrand ide ntity calls out to customers. Principle of Flawless Repairs LV’s repair service is famously renowned as a service which wins over the trust of customers and provides a sense of stab ility to the brand streng th.the of the latest creatio ns. LV has laid out and put into practice its own repair policy. LV knows full well that the more a p erson favors LV products and is a repeat customer. Next. w co Th e ffects from hich co ntinues t o nvey information with the mission of thoroughly ensuring the image strategy. there are the problems of “reach” a nd “ values fullness of over in ric h det ail by sales richness.” LV the information tal ked persons a nd customers. and ov discussions of how features er Takashi Murakami and Mark Jacobs. the more exacting are their demands when it comes to repairs. there is the reason that television commercials themselves are not suitable. LV believes that providing such customers with satisfaction and having them use its products over a long time period will result in raising brand loyalty. si gnificance of a nd e t he L V Om otesando st ore.Principle of Flagship Store Setup What constitutes the importance of th e role of flagship stores like the one in Omotesando is th eir element as bases for transmitting the image in orderbrand’s added valueThe. PROMOTION:Principle Prohibiting Television Commercials What is th e reason for LV refusing to select telev ision commercials as a m eans of advertising media? To start with. are returned to the LV brand unchanged. growth of the to elevate the brand stores to enormous proportions has powerful implications for the image policy more so than it does for the sales.
origin. Luchino V isconti an d Al ain Delon. or would you be im pressed by th eir loyalty? From LV’s standpoint. Ebizo Ichikawa and etc. along with Danjuro Ichikawa. Empress Eugenie. Principle of Having Customers Lined up at Stores The people lined up at a popular ramen shop invariably eat the ramen once their turn comes. su ch as m agazines an d newspapers. Principle of Brand Muse Speaking in terms of LV’s muses (celebrities who have taken a liking to and use a brand or personages that epitomize the brand. However. Would you view su chscenea as p itiful. C oco C hanel.Principle of Emphasis on Publicity LV conducts paid advertisement in the same way t hatother luxury brands do. In addition to th ese. Maharaja of Baroda in I ndia. Principle of Enchantment with Legend Legend is one element of a product’s appeal which tends to be overlooked. The reader should consider that everything was intentionally arranged so that the matter would turn out this way. it emphasizes publicity (PR t hrough mass m edia) in which brands and pr oducts ar e tak en up by th e m edia. If fictitious accounts are also permissible then there is the Titanic episode as well. would it view this with gratitude. the previous history of the house brand and m ythicalepisodes a re also valuable components of a brand’s appeal. They do this without growing angry and just for the pleasure of enterin g th e st ore. and designers are important elements. Li ndbergh. or would it look on and think . and history provide anesthesia for the “pain of spending. artisans. A udrey Hep burn. the excellence of the sheer quality. particularly women). p rior to the opening of on e of LV’s large-scale stores various fashion m agazines p ut t ogether m ajor s pecial feat ures a nd t he m agnificent ope ning party was reported on extensively. mo re th an th e av erage br and does. the truth is that there are many. Lineage. a nd a ppeal o f fashionable t rends due t o t he co ntemporary ef forts of t hose i n t he management ranks. exceptionalness o f desi gn. Sharon Stone an d Shojiro Goto.” As far as luxurybrands are concerned. But people who are just w indow sh opping without necessarily buying an ything an d p eople who just w ant to see a talked -about building also line up at LV stores in a well-behaved manner. Fo r ex ample.
Principle of the Excuse of Supply Shortages There are some customers who get angry over exceedingly commonplace matters. proclaiming things like “Why don’t you have this product in the store?!” and “No. But just because they have a sm all budget does not necessarily mean that it settles fo r cozy little p arties which are d ismissed by the mass media. I wan t that color!” To such customers LV salespersons kin dly and politely exp lain t he situ ation bsaying “Th e reason for th is is b ecause th e pro ducts cannot be m ass p roduced.Principle of Extravagant Parties As part of LV’s promotional strategy. the principles of Louis Vuitton (i. no t this color.” “How functional is the business briefcase?” “Who should you entrust the repair of your bag to?” Talk of matters aside from LV products does not appear. and itencourages customers to pledge their allegiance to the products. typical luxury brand marketing) are quite different from those and almost opposite to those of general marketing (i. Conclusions In conclusion. LV hold extravagan parties with calculated timing. “LV trunks are solid.e. . Principle of Pledging Allegiance At LV the main stars are th e products themselves. The photographs and text in LV advertisementsposition the products in the starring role.” Such sce nes c an be found a ll ove r Ja pan. While say ing “t hey ca nnot be m ass produced” is an excuse. at the same time it also serves as excellent PR and effectively serves to stir up a sense of hunger in the customers. conventional marketing or mass marketing). Since they are put on in such a spectacularmanner the extravagance itself and the large number of famous cel ebrities becom e t opics o f co nversation which a re ra pidly pi cked up o n by t he m as media.e.” “Vernis and monogram mini-bags are adorable.