User Image

Consumers are fashionable. stylish. aware of designer’s trade names and expression for quality and after gross revenues services. Most of the users are mature ( 25+ ) . female. working population with stable fiscal background. There is an increasing figure of immature LV users. who are stylish trend-followers. LV users are normally less price-concerned. Fifty-five merchandises are often used by the rich and celebrated. famous persons. theoretical accounts all over the universe.

Juncture Image

LV produces series of leather goods for the concern universe. including briefcases. organisers. palm-cases… all could be easy found in concern meetings and offices. LV baggage could be found in Airport all over the universe. Personal accoutrements like pocketbooks. billfolds. places. and vesture by LV are used by the famous persons in manner shows. PR events. societal gatherings… .

Distinctive from Rivals

The Competition

In the ambitious luxury market. LV faces rather a figure of rivals. Hermes. Chanel. Gucci. Ferragamo and Prada are chief rivals of LV. Just like LV. all of these international trade names have their mercantile establishments around the universe.

Positioning

We are populating in an age of entree to an unbelievable sum of merchandise. consumers are no longer trade name loyal to companies. and they want to cognize how the merchandise will profit them. To fulfill the possible clients. LV is advancing its image that provides consumers with added benefits on top of the practical usage of its merchandises. A individual purchase a piece of the Louis Vuitton baggage. he is non merely buying a piece of baggage. but prestige and manner. Consumers buy LV baggage non merely because they need baggage. but they want people to believe that they are affluent and fashionable because this is the perceptual experience that Louis Vuitton sells with its baggage. It works because LV advertises its baggage as an sole line. non everyone can hold it.

To stand out from its rivals. LV places itself as the leader for epicurean baggage. This could be seen in the advertisement in magazines LV uses to pass on with their clients.

And in the LV web page. a “Guide for the cosmopolite traveler” is included. offering utile information to assist fix for international trips. Travelers can look into out clip differences. currency transition tabular arraies. apparels sizes and measurement transition charts. every bit good as utile references in the world’s major metropoliss.

Authenticity

LV’s strength is the world-wide known good service to client. its good quality for value and new designs. LV’s merchandises safety exceed the demands globally.

Replicability

A batch of the LV merchandises are illicitly replicated. but due to the alone canvas used for production ; none of the shams could accomplish the quality and criterion of the masters.

Reassurance

After utilizing LV merchandises. consumers are reassured of the good quality and value-for-money as promised by the advertisement and publicities.

Experience & A ; Differentiation

Consumers use and experience LV merchandises. experience the difference between LV and other trade names. lead to the distinction of LV from the rivals.

Consumer

To the Louis Vuitton consumers. a LV pocketbook isn’t merely a pocketbook. it’s a Louis Vuitton. Consumers will by and large pay more for the LV name trade name because it signifies some excess quality besides a pocketbook.

Fifty-five merchandises are appealed to people who would wish themselves to be fashionable. and want others to believe that they are stylish. they want to distinguish their gustatory sensations from others and seek to make so by buying LV merchandises. Consumers were non looking so much to purchase the non-brand merchandises as everyone else. Alternatively. they looked to trade names to assist do a clear statement about their ain individualities.

Consumers buy LV merchandises are non merely looking for quality and after gross revenues services. they want people to believe that they are affluent because they can afford a brace of epicurean Louis Vuitton places.

Suggestions

More Distinctive from the Competition

Louis Vuitton was really successful with consumers. It benefited from strong local in Japan. Europe and the US. This continued demand is due to the new merchandises created by interior decorator Marc Jacobs and the sustained quality of all Louis Vuitton merchandises.

To be more typical from the competition. Louis Vuitton may see concentrating its concern theoretical account to production of leather goods merely. As most of the rivals are making many concern other than merely leather goods. If LV could concentrate on leather goods production entirely. it could go non merely the leader. but the specializer of bring forthing different leather goods.

More Appealing to Consumers

Branding and Lifestyle advertisement is going progressively popular because advertizers are seeking to resuscitate the thought of trade name trueness.

To do LV more appealing to the consumers. here is besides the thought: to do some merchandises of the trade name available merely in little measures. by restricting its production of certain merchandises from clip to clip. or bring forthing particular edition of the same pocketbook in different markets. LV merchandises could go even more premium. This can fulfill the consumers who want to distinguish themselves from other LV users. LV could even make a tendency for aggregation of limited edition LV merchandises by the consumers.