Marketing Analysis of Louis Vuitton: Strategies and Challenges

This report provides a comprehensive analysis of Louis Vuitton's marketing strategies and brand value. It examines the company's approach to maintaining exclusivity, its use of high-profile celebrities, and its focus on premium-quality products. The report delves into the challenges posed by counterfeiting and its negative impact on the brand's image and customer loyalty. It explores how Louis Vuitton has adapted to market trends, expanded its reach, and retained its cachet through collaborations with designers and artists. The report also discusses the brand's expansion strategies, including its ventures into new markets and product lines, and how these efforts contribute to its continued success in the luxury goods market. Furthermore, the report highlights the importance of tight control over distribution channels and the role of company-owned boutiques in preserving the brand's prestige and combating fraudulent activities. The analysis includes references to academic sources that support the findings and provide a deeper understanding of the brand's strategies.

Running Head: LOUIS VUITTON
Louis Vuitton
Name of the student
Name of the University
Author’s note

1LOUIS VUITTON
Response to question 1
Louis Vuitton is the rare luxury brand which sells fashion accessories like made from
premium quality leather. The brand deals in products like leather goods, watches, handbags,
jewellery, shoes and sunglasses. The products of the brand targets wealthy customers and uses
only celebrities to market its brand. And as long as they keep supplying as they used to earlier,
they will remain to have the following that they have at present. The monogram of Louis Vuitton
is the symbol of quality in the fashion market. To the extent staying new, Louis Vuitton has
acquainted new fashioners and craftsmen with revive their image so as to draw more youthful
clients, while the conventional models are as yet held. There are no defectiveness in the products
and the price remains always extraordinary (Rocamora, (2016). The brand is also trying to
expand in China and India. This expansion strategy will also help the brand to stay fresh and
retain its cachet. The brand can also increase its cachet by experimenting into home furnishing.
Response to question 2
Counterfeiting of the Louis Vuitton is always negative for the brand because the imitation
will lead to low brand value among the customers. The customers will lose faith in the brand due
to the low quality offered due to counterfeiting. Customers will have negative reviews about the
brand and this will act as bad word of mouth for the products. The counterfeiting of any brand
can lead to downfall of the brand. It always had negative impact on the brand due to which the
company maintains tight control over the distribution channel and sells its products through
boutiques which is located in high end shopping areas and stores, and also run by the company’s
managers and employees (Hansen & Møller, 2017).

2LOUIS VUITTON
No there are no circumstances that counterfeiting could have positive impact on the brand
because if it could prove to be beneficial then the brand would have not limited its distribution
channels and made the stores run by its own employees and managers. In order to avoid the
fraudulent activities and imitation of the products the company also sells its product through high
end stores. Therefore, it is clear that counterfeiting has no positive impact on the brand.

3LOUIS VUITTON
References
Bengtsen, P. (2017). Fashion Curates Art: Takashi Murakami for Louis Vuitton. In Fashion
Curating. Critical Practice in the Museum and Beyond (pp. 199-212). Bloomsbury
Academic.
Hansen, G. H., & Møller, H. K. (2017). Louis Vuitton in the bazaar: negotiating the value of
counterfeit goods in Shanghai's Xiangyang market.
Masè, S., & Cedrola, E. (2017). Louis Vuitton’s art-based strategy to communicate exclusivity
and prestige. In Fashion Branding and Communication (pp. 155-184). Palgrave Pivot,
New York.
Rocamora, A. (2016). Online Luxury: Geographies of Production and Consumption and the
Louis Vuitton Website. Critical Luxury Studies: Art, Design, Media, 199-220.