FA303A - Louis Vuitton: Fashion Marketing and Brand Strategy Case

This case study report examines the fashion marketing and brand development strategies of Louis Vuitton. It covers target market analysis, including demographic, geographic, and psychographic segmentation, and discusses the brand's positioning and competitive advantages, emphasizing heritage, quality, and craftsmanship. The report also explores Louis Vuitton's brand strategy and marketing mix, focusing on product differentiation, premium pricing, exclusive placement, and effective promotional activities. The analysis provides insights into how Louis Vuitton maintains its position in the fashion industry.

Fashion Marketing and Brand
Development

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Target Market Analysis.....................................................................................................................3
Brand positioning and competitor analysis......................................................................................4
Brand strategy...................................................................................................................................5
Marketing Mix..................................................................................................................................5
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
The term fashion marketing is a term which is referred by the branch of marketing that deals
with various tactics and other strategies related to advertising of clothes, brands, accessories and
other categories of products which are directly stated with the targeting of a particular segment of a
market. The fashion marketing includes the promotion of various brands and products through
advertising, social media platforms, ads in newspapers, magazines, along with the commercials on
television etc (Al-Hawary, and Al-Fassed, 2022). The effective fashion marketing can help the
brand to get more opportunities to generate its product based advantage. This report will be based
on the famous brand namely, Louis Vuitton and its brand marketing along with its various strategies
to promote effective marketing along with the segmentation and positioning in the market so s to
gain the competitive advantage in the fashion industry encouraging and maintaining the well
reputed position as well.
MAIN BODY
Target Market Analysis
The Louis Vuitton is a well-known brand which can be easily recognised by the customers.
The brand has its own value which is based on providing the maximum and best potential
satisfaction its customers through its various clothing products so as to satisfy their needs and
wants. The company has its stores operated globally in, Singapore, Hong Kong, United Kingdom
and India as well. The traditional craftsmanship is not compromised by the Brand Louis Vuitton as
they focus on maintaining and promoting the products with finest work and details having exquisite
materials. The company also uses various effective pricing policies, discount and promotion
techniques as well, so that it can encourage it marketing along with gaining the various advantages
in the market. The target market analysis is an assessment which can be helpful in knowing that
how the product or service fits into a specific or a target market, from where it can gain the
attraction and interest of the customers (Georgsdóttir Velander, and Raun, 2021). The target market
analysis helps the business to establish the strategies for promoting effective marketing and sales
techniques too. The Target market of Louis Vuitton is divided into two key segments, such as, the
wealthy middle aged women from 35 to 54 years and the younger generation as the second segment
including the female adults from the age of 18 to 34 years. The average customer of Louis Vuitton
is basically high level and socially class people who are very drawn and interested towards the
fashion industry being aware about the good sense of fashion and brands so as to encourage their
living standards by opting famous and reputed brands.

The segmentation of Louis Vuitton market is as follows, based on various components.
 Demographic Segmentation
The LV divides its market segment on the bases of different groups based on age, sex and income so
as to promote the effective and stylish life style to the segmented market with supreme quality of
clothes and accessories.
 Geographic segmentation
The marketing strategy of LV is exceptional and expanding over the period of time in various global
countries. Such as, Russia, brasil and India too. The company is increasing the global reach of its
brand so as to make it more available and convenient for the customers.
 Psychographic segmentation
The company uses psychographic segmentation such as lifestyle and motives to further identify the
target market of the business. The brand also encourages the social status and wealth by which it
appeals to the various customers from different segments of the market with having the status
related motives (Kim,and Park,2020).
Brand positioning and competitor analysis
The brand Louis Vuitton consists the idea of travel, stating that its all about the journey, not
the destination. The concept was also recognised by the company in its campaigns, As they promote
their styles relating to the motive of creativity and travel journey, as the experience it what that
matter, not the destination. The company also focuses on the effective competitive analysis so as to
gain the competitive advantage. The brand also uses the advantage in the competitive market by its,
heritage, history, quality and craftsmanship which are considered as the key factors of success of the
brand. According to the various marketing metrics, the positioning map of the company has also
been developed below highlight the way in which it is dominating the fashion industry on a
consistent basis.

Figure 1 Brand positioning map of Louis Vuitton
Brand strategy
The Brand strategy of Louis Vuitton is the analysis of various marketing mix components and other
strategies and tactics which can be helpful in the promotion of the products of LV in the targeted
market. The brand also uses the various strategies of product innovation, pricing approach,
promotion planning etc. which are based on the marketing Mix of the brand
Marketing Mix
The detailed analysis of the firm’s marketing mix is as follows
 Product
The LV is a premium luxury brand that is focused on selling the finest products. The company
produces 100% pure leather products which are very differentiated and effective for the market so
as to lure the customers by the excellent product strategy. The brand also registers its products so
that it can avoid the imitation.
 Price
The customer perceives the company as the high brand and also the product is very excellent and

best in the value, the customers are eager and willing to pay the amount for opting the excellent
products and services offered by the brand LV. The brand uses premium pricing policy to price its
products. The customers are ready to pay the amount s the product and the brand is the style
statement.
 Place
The brand does not sell its products I the normal stores or at any shop, the stores of the Brand are
highly Personalized and specialized so as to treat the customers in the best possible way. They have
limited stores and it makes the company more well-known and reputed (Wang,Cai,and Zhao,2020).
 Promotion
The company promotes its products effectively and uses various promotional activities and tools so
that it can increase the brand value. The Brand LV employs various famous musicians and actors in
their marketing campaigns so that they can attract and influence their customers in an effective way.
CONCLUSION
The above report went into detail with many complex topics such as, the fashion m marketing
and brand development. the fashion industry is considered as the most approachable and effective
industry which is growing faster nowadays. the brand lv has been chosen in this report, so as to
make it more clear and understandable by detailing various targeting strategies, segmentation of
market and the marketing mix of Louis Vuitton as well.

REFERENCES
Books and Journals
Al-Hawary, S.I.S. and Al-Fassed, K.J., 2022. The impact of social media marketing on building
brand loyalty through customer engagement in Jordan. International Journal of Business Innovation
and Research, 28(3), pp.365-387.
Georgsdóttir Velander, M. and Raun, S., 2021. Expanding the classic marketing mix towards
sustainability: How internationally operating SMEs in the fashion industry can expand their
marketing mix.
Kim, H. and Park, H., 2020. The characteristics and meaning of art collaboration in the luxury
Louis Vuitton brand-Focusing on bags since 2000. Journal of Fashion Business, 24(2), pp.100-118.
Wang, Q., Cai, R. and Zhao, M., 2020. E-commerce brand marketing based on FPGA and machine
learning. Microprocessors and Microsystems, p.103446.