LOUIS VUITTON - kushvita.files.wordpress.com · LOUIS VUITTON HISTORY In 1986, Georges Louis Vuitton created the first Monogram canvas in honor of his father. Great travelers and

LOUIS VUITTON

Trunk by Christopher AndersonThe Spirit of Travel

The Spirit of TravelSpeedy

LOUIS VUITTON HISTORY

In 1986, Georges Louis Vuitton created the first Monogram canvas in honor of his father. Great travelers and adventurers admired the design of the leather and canvas product. When the designs of the iconic Steamer, Keepall and Speedy bags were recreated in the “brand new Monogram,” it became an instant sign of “distinction, excellence and rarity.”

The entire inspiration of Louis Vuitton is based off of travel. Whether it be the “adventurers” or how you get from one place to another, Louis Vuitton’s innovative designs and discoveries were aligning with the times of new technology. “It accompanied the rise of transportation: railways, cars, steamers, transatlantic liners, hot air balloons and airplanes, each time adapting its design, material and ergonomics to the specific characteristics of the journey and the travelers.” This concept is significant to the evolution of the brand, as well as who Louis Vuitton is today to the world. Louis Vuitton remains exclusive by keeping the target audience well defined and concise to cater specifically to their needs.

TARGET MARKET Altogether, Louis Vuitton targets consumers that value fine craftsmanship, tradition, style, and above all else, exclusivity. There are two classifications for LV’s current target market: wealthy middle-aged women between the ages of 35-54 and affluent young “fashionable female adults” between 18-32 with a disposable income. Between the two, the average customer is part of the upper economic and social class with a high level of awareness for fashion trends. This consumer has a specific need to feel prestige and gain a level of status. Additionally, this consumer values the prioritizes the importance of power and self-esteem.

In opposition, psychographic segmentation is used by LV to target users based on lifestyle and motivations. LV continues to integrate its founders’ core values of the “spirit of travel” by targeting jet setters, trendsetters, and those who pursue prestige.

Strategy

A strategy that Louis Vuitton is utilizing to strengthen its appeal to luxury and exclusivity is to slow the expansion of brand reach. This focused control of distribution reiterates Louis Vuitton’s “ultra-luxury” image as demand increases, and supply remains constant.

Communication

In 2014, LV spent $136,802,145 (33% of LVMH total ad spend) on media. This included social media efforts, sponsorship with partnering companies, advertisements and various marketing media presentations. Globally, LV has a digital presence using multiple channels to increase social media engagement with users. This allows the viewer to “experience” the brand personally.

Digital Presence

Facebook likes: 17M

Twitter followers: 4.59 M

LinkedIn followers: 298,078

Instagram followers: 6.4 M

Pinterest: 74.2 K

Youtube Subscribers: 105,836

DIGITAL PRESENCE TOTAL ASSETS $64.86B MARKET VALUE $17.49B

Facebook likes: 17M

Twitter followers: 4.59 M

LinkedIn followers: 298,078

Instagram followers: 6.4 M

Pinterest: 74.2 K

Youtube Subscribers: 105,836