Louis vuitton lvmh and luxury goods marketing essay

On the other hand, Fornell has also made measurements of customer satisfaction and has created a model figure 2. This model was chosen based on the need to recognize that some consumers may have contradictory attitudes towards luxury, which emerged in the first part of the study.

As a result of the first part of the research, six basic dimensions are drawn from the many comments on luxury features offered by the respondents. Thus, an overview of all the main factors that impact luxury consumption would be clarified and be represented within a model to help marketing managers in practice to develop more effective communication strategies to reach their target segments.

Diversify main markets As watched above paragraphs, West Europe and Japan are passing through severe economic turbulence at these days. Decentralization and Multi-brand Strategy[xviii] As well as the horizon integration, LVMH fashion and leather goods line is also trying to maximize the virtues of decentralized organization and multi-brand strategy.

How will luxury goods marketers be affected by the slowdown in tourism that followed the terror attacks of September 11. In the context of consumer behaviour, culture is defined as the sum of learned belief, values, and customs which serve to regulate the consumer behavior of members of a particular society.

Acquisition means killing competition less competitors. As a result, three types of attitudes were revealed: However, the brands have enjoyed a few victories.

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Le Quattro Dame is the ideal choice when looking for a high quality luxury hideaway with a romantic and stylish twist in the centre of beautiful Rome. Consumption of status or symbolic products also assists in enhancing social recognition and self-concept Eastman et al.

However, as it can be seen, the portion of revenue made from those 2 nations slightly declined. The company has a lock on an upscale shopping mall that recently opened in New Delhi, Emporio. As the citation above illustrates, the market for luxury goods has been undergoing a significant shift over recent years.

Wal-mart will add more varieties of goods to sell Supreme Court let stand an appeals court ruling prohibiting a discount store chain from selling Givenchy perfume without permission. Shapes may be roomy or slim but they are unlined and void of superfluous elements yet meticulously crafted with a strong focus on details.

This resulted in four general dimensions: This can be assisted by personalization of the products and warranty provision to make clear distinctions between real and copied products. A major issue that luxury goods companies face is counterfeiters.

This strategy worried and angers companies, believing that LVMH has a hostile acquisition strategy. The Monsieur Saint Laurent who managed to move — sometimes with unfavourable opinions - entire fashion crowds in the late 70s, in the 80s, and who was not afraid of fashion critique and consequently pushed boundaries.

It represents a broad market that can be generalised Piacentini and Mailer, Besides, the management of some brands headquartered in Italy and Spain such as Fendi, Emilio Pucci Italy and Loewe Spain is highly likely to confront serious hardship in the near future.

In short if you want status symbol then you have to pay more. It is associated with products that are extremely high-priced, which offer the owner exceptional social prestige. First, consumer might need information to help them in the search for an alternative, evaluate them, and reach a purchase decision.

LVMH fashion and leather goods line should also take further measures concerning distribution channels in order for counterfeit manufacturers to reduce the proximity for the raw materials of it.

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A Hierarchy of Luxury Goods Products Alleres The inaccessible luxury level is related to an elite socio-economic class, and is identified with absolute product distinctiveness. However, with the recent real estate collapse the purchasing of luxury products in the U.

These can include activities such as work, hobbies, sports or other arts as well as their opinion about themselves and appropriate behaviour for others.

The purpose of this study is to uncover consumer behaviour of young respondents who purchase luxury brand products. Prestige is partly derived from technical superiority. A necessity goods product has a downward sloping Engel curve since the proportion spent on such goods decreases as income increases.

Both Piacentini and Mailer and Wong and Ahuvia have indicated that western teenagers are more likely to be involved in luxury consumption. The degree of accessibility also reflects the social class level. LVMH continues to make acquisitions. A capsule collection that fuses the stylistic elements of both brands, creating minimal to opulent boot models.


People often communicate and interact with each other, which directly or indirectly influences their purchase decisions. Masstige brand is the effective strategy both to provide the products with similar quality at a less expensive price and to extend its business range into low-level of luxury market.

Louis Vuitton – LVMH and Luxury Goods Marketing Essay Sample

Published: Mon, 5 Dec The LVMH article describes the management aspects of a multi brand firm. LVMH is globally known as the world leading luxury goods companies.

Louis Vuitton is known for its leather goods, and LVMH has acquired an international crocodile breeding and crocodilian leather supplier, Heng Long International. LVMH has also started to slowly gain share percentages of the French manufacturer of quality goods specializing in leather, lifestyle accessories, perfumes, and other luxury goods.

BOSS Spring Few expected a fine-knit dress and nylon trench to open Boss’ Spring at New York fashion week. Ingo Wilts delivered a light collection combining the.

Louis vuitton becoming successful in the luxury market. Print Reference this. Published LVMH is known as the world's largest conglomerate of luxury goods under various categories and brands. this article addresses the history of LVMH and Louis Vuitton, the structure of the 4 P's of Marketing, and the analysis of the key marketing.

LVMH: Diversification Strategy into Luxury Goods Essay Words | 6 Pages LVMH: Diversification Strategy into Luxury Goods Strategic Issues ByMoet Hennessy Louis Vuitton was the world’s largest luxury products company, enjoying annual sales of billion euros.

This group has established through the merger between Mo t Hennessy and Louis Vuitton in and holds over 60 luxurious brands in the luxury industry including fashion and leather goods industry, the jewelry industry, the cosmetic industry, the selective retailing and high-end winery and liquor industry.[ii] Amongst them, the fashion and.

Louis vuitton lvmh and luxury goods marketing essay
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Louis Vuitton - LVMH and Luxury Goods Marketing | Essay Example