Louis Vuitton Malletier, commonly referred to as Louis Vuitton or shortened to LV, is a French fashion house

founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from
luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelery, accessories, sunglasses and books.
Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone
boutiques, lease departments in high-end department stores, and through the e-commerce section of its website.
For six consecutive years (20062012), Louis Vuitton was named the world's most valuable luxury brand.
Louis Vuitton

Brand Positioning/Essence

- The Potent Symbol of modern Style. LV creates innovative, elegant and practical modern luxuries
with quality

Leader of Luxury Luggage as an exclusive line. (not everyone can have it)

- To satisfy the potential customers, LV is promoting its image that provides consumers with added
benefits on top of the practical use of its products. A person purchase a piece of the Louis Vuitton
luggage, he is not only purchasing a piece of luggage, but prestige and style

Personality

- LV is Elegant, Practical, Prestige, Luxurious, Desirable, Stylish, Value-for-money, High -quality and
Ever-lasting

Consumers are stylish, fashionable, aware of designer's brands and look for quality and after sales
services

- Most of the users are mature (25+), female, working population with stable financial background

- There is an increasing number of young LV users, who are fashionable trend-followers

- LV users are usually less price-concerned

LV products are frequently used by the rich and famous, celebrities, models all over the world

LV also produces series of leather goods for the business world, including briefcases, organizers, palmcases... all could be easily found in business meetings and offices

Strengths

Louis Vuitton is not only one of the oldest, but also one of the most legendary houses of fashion in the
world

- Leading the avant-garde of fashion without compromising traditional craftsmanship

Fashion Marc Jacobs as LVs artistic director has touched new heights

Craftsmanship LV products known for their skilled handiwork and exquisite material - 17 production
workshops, an international logistics center

Brand Logo, Visual Identity, Monogram Canvas on LV products

- All of the company's products exhibit the eponymous LV initials strengthening and protecting the
Brands identity and image

Heritage along history of more than 150 years

Website as an authorized channel to market its product and build brand associations

Biggest luxury Brand in the World

- It has presence in worlds leading commercial hubs of the world including China, Malaysia, Japan,
Hong Kong..etc More recently in Norway and Aruba.

- popular, loyal customers in Japan , Europe and US

Exclusivity - Since the 19th century, manufacture of Louis Vuitton goods have not changed: Luggage is
still made by hand, utilize the signature brown Damier and Monogram Canvas materials, both of which
were first used in the late 19th century

Marketing - The company markets its product through its own stores located throughout the world,
which allows it to control product quality and pricing
o

It also allows LV to prevent counterfeit products entering its distribution channels

Louis Vuitton has no discount sales nor does it have any duty-free stores maintaining the luxury brand
image

In addition, the company distributes its products exclusively through LouisVuitton.com Online
Shopping - can be accessed by anyone, anywhere in the world

Models and Actresses like Jennifer Lopez and Madonna have also lend their face to the brand

Offering Custom made products - It created a toiletry case specially for opera singer MartheChenal,
which can hold bottles, brushes, mirrors, powder boxes, and other toiletries
Weaknesses

Limited customer base LV can be afforded only by the elite and rich who want to make a statement
and want to be distinctive from others

It has restricted retail opportunities compared to other luxury brands like as the company markets its
product through its own stores only

It doesnt have discount sale on its products reducing the chances of bulk purchases, or attracting
customers who can afford more economical products

Business largely depends on the economic condition - if economy was depressed, its sales growth
slows down sharply like it did in 2002, since demand for luxury goods declines markedly when
recession or depression happens

Opportunities

LV leverages its strong brand equity to products Fashion, Accessories, Jewellery line, Shoes, Time
Pieces, Architecture (Geneva, NY etc.)

Revamping LVs image from time to time, to meet contemporary tastes and styles of its elite consumers

Custom made products for Prominent figures can exclusively order Louis Vuitton luggage for e.g.Congo explorer Pierre Savorgnan de Brazza , who ordered a combined trunk and bed from the
company, and American conductor Leopold Stokowski (for his travels), whose traveling secrtaire was
designed by Gaston-Louis Vuitton

Movie Actors and Actresses can advertise by using LV products in their movies - In 1963 - Audrey
Hepburn is seen carrying the bag in the film Charade

Exhibitions and Events In 1867, LV entered the Universal Exhibition at the World's Fair in Paris and
won the bronze medal

Expansion of the Brand throughout the world Macau One Central, Australia (Melbourne)

COMPETITORS
DOLCE & GABBANA
GUCCI
HERMES
PRADA
CHANEL

History of Versace
In 1978 Gianni Versace created his self named brand, otherwise known as Versace. In this same year Versaces
first boutique was opened in Milan and the first womens wear collection designed, called Gianni Versace
Donna.Known as the House of Italian Fashion, Versace had instant success and Gianni was not afraid to
combine fashion with art, music and theatre.It was only a year later that Gianni collaborated with Richard
Avedon (a famous American photographer) for Versaces first photographed campaign, they work together
many times after this.In 1989 Versace launched their first Haute Couture collection in Paris, this was widely
excepted.Since the death in 1993 of Gianni Versace his sister Donatella Versace took over as the Creative
Director. She has since created the Young Versace line, opened the Palazzo Versace (a 6 star resort in
Australia) and started and interior and home line along side their mens, womens and childrens collections.
3. Brand ValuesVersace is centred round the idea of combining a world of fashion with glamour and sexiness,
known as The Versace MythThe company designs, manufactures, distributes and retails luxury products
from haute couture to prt-a-porter collections, jewellery and perfumes.Versace make a lifestyle for their
customers through the products that they offer. The idea of luxury have stuck with them since the launch in
1978, and they provide a boundary-free, consistent and glamorous brand to their clients and customers.
5. Pricing Pyramid One offs, red carpet dresses, haute couture and the Atelier Collection & Homeware The
Versace Collection, handbags, clothes shoes. Sunglasses, Perfumes, accessories and Versace for H&M
collections.
6. Target AudienceAPPEALS TO A MAN WHO LIKES TO LOOK SHARP AND STRIKING
(versace.com)CONFIDENT, STYLISH WOMEN WHO ENJOY LOOKING BOTH SEXY AND
SOPHISTICATED (versace.com)The Versace brand has designed their target audience along with their clothes,
and they go hand in hand. The brands products creates the lifestyle and the customers live this.Recently however
Versace has tried to expand their audience and brand creating collections for high street store, H&M.
7. Marketing &PRLike most luxury brands Versace likes to make an impact with their print
advertisements.Celebrities wearing their clothes to award ceremonies and events creates hype around the brand
and get people talking about it. It was make people want the lifestyle that Versace can offer.
8. Place &DistributionApproximately 100 luxury boutique in some ofthe most exclusive cities in the
world.(London, New York, Paris, Hong Kong, Dubai, Rome, etc)These boutiques are known as the

perfectenvironment to showcase the brand.Versace also sell exclusively in luxurydepartment stores, such as
Harrods.Versace use the same materials in everyBoutique, Marble and Leather.
ROMAN
What clothes did women wear?
Women wore a longer tunic which was often ankle-length. Over this the women wore a stola which was a full
length from neck to ankle, high- waisted and fastened at the shoulders with clasps.
Rich women wore long tunics made from expensive cotton or silk. They also wore lots of jewellery and makeup, strong scent and elaborate hairstyles.

Make-up
Roman women used a great variety of cosmetics, perfumes, hair dyes and make-up including foundation
creams, eye-shadow, nail polish, eye liner, rouge and lip colors. The higher the status of the woman the more
make-up they wore. The status of the Roman men was reflected in the clothes that they wore such as the toga.
However, the clothing styles and fashions of Roman women were relatively simple and unchanging and as
women had no special dress that distinguished their status the wealthy women wore expensive make-up
together with highly elaborate hairstyles and wigs to proclaim their wealth and status.
Roman Make-up - Foundation creams
The first application of Roman Make-up consisted of a layer of foundation. Chalk and the orris root was also
used to make foundation pastes and a mixture of fat, starch and tin oxide was also used.
Rouge and Lip color
The Roman women then applied rouge over the foundation layer of make-up to stain their cheeks. The rouge
was also used as lip color to stain their lips as was a lip salve tinted with alkanet root and ochre. The red
coloring used by Ancient Roman women in make up was achieved by the use of red ochre. Red ochre is a
pigment made from naturally tinted clay - hydrated iron oxide.
Eye Shadow and Eyeliner
The Roman women paid special attention to their eye make-up, especially emphasising the eyebrows. The black
make-up applied was kohl and used as an eyeliner. Eye shadow was made from saffron. Eye shadow also
changed as the Romans conquered different people, such as the Egyptians. The Romans used the green coloring
of Ancient Egyptian eye make up which was made from the green pigment called malachite.
The Romans were extremely conscious of how they looked in public. The status of the
Roman men was reflected in their style of clothes. However, the clothing styles and
fashions of Roman women were relatively simple and unchanging and as women had no
special dress that distinguished their status the wealthy women wore expensive
materials, make-up, expensivejewelry and highly elaborate hairstyles and wigs.
Roman Hairstyles for Women
Roman women originally dressed their hair with great simplicity. One of the simplest styles of wearing the hair
was allowing it to fall down in tresses behind, and only confining it by a band encircling the head. Another
favourite but simple hairstyle was platting the hair, and then fastening it behind with a large pin. Young girls
wore their long hair in simple buns tied at the base of the neck or wore their hair in a top knot. Simple hairstyles
for married women changed during the reign of the Emperor Augustus when a variety of different and elaborate
hairstyles came into fashion. The clothing fashions of Roman women remained relatively simple and
unchanging and as women had no special dress that distinguished their status the wealthy women wore
luxurious materials, highly elaborate hairstyles, make-up and expensive jewelry. During the rule of the Flavian
emperors (69-138 BC) hairstyles were raised to a great height by rows of false curls. This fashion was described
by the writer Juvenal as the hairstyles made women appear tall from the front but quite the opposite from the
back. The hair of Roman women become elaborately curled. Hairstyles were elaborately arranged in layers.
Hairstyles involved hair being twisted, waved and curled. Ringlets were created to create hairstyles which fell to
the sides and the backs of the head. Wigs and hair pieces were used to create an illusion of abundant locks. The

picture of some hairstyles worn by Roman women are shown below.

Hairstyles for Women in Ancient Rome
Roman Hairstyles - Wigs, Dyes and Hair Accessories
Blonde hair was greatly admired by the Romans. Roman women used a form of hair dye to produce the prized
blond hair. Wigs were common in Ancient Rome which were combed into elaborate hairstyles. Various
accessories were used to create elaborate and striking hairstyles. The accessories used to create the elaborate
hairstyles were as follows:

Perfume was applied to provide pleasant smelling hair

Curling tongs were used to create hairstyles

A variety of different combs and hairbrushes were used

Hairnets were worn made of finely woven gold wires

Wire supports were used to create hairstyles

Hair pins were used to create hairstyles

Ribbons were used to enhance hairstyles

Garlands of flowers

Precious jewels were thread into the hair and jewels were featured in tiaras and
head dresses

Gold and pearls were also popular as hair accessories and to create intricate
hairstyles

GREEK
Ancient Greek women preferred a natural appearance and rich women used make-up to create their
desired look. Pale skin was fashionable at the time, and women used white lead or chalk to lighten
their skin. It is astonishing to think that lead was used on the skin, with its very harmful and
potentially fatal properties. If women used it frequently, it would have surely caused early deaths.
Most of us can attribute this to the adage of 'ignorance is bliss' but it is rather disturbing to think that
lightening creams are still prevalent today. Although not as damaging as lead, but still very dangerous.
Lipstick was also worn and made up of red iron oxide and clay, a similar red powder was also lightly
used on the cheeks. Distinctive eyebrows were held in high regard and dark pigments were used to
darken their eyebrows and to create a connected brow (unibrow). Eyeshadows were also made with
charcoal and oil.
Charcoal
This sooty, black substance, usually made from sticks of charred wood, proved useful as eye makeup. Similar to
the Egyptians, ancient Greek women defined and emphasized their eyes by staining them with black powders.
They used charcoal, soot and ashes as eyeliner, brow filler and eyeshadow; they also used kohl or powdered
antimony, a toxic chemical similar to lead. While today's aesthetic values may differ, the women of ancient
Greece preferred very dark, heavy, exaggerated eyebrows. For a time, even connected eyebrows (the "unibrow")
was in vogue.
Natural Pigments and Vegetable Dyes

Many herbs, flowers, vegetables and fruits indigenous to Greece found their way into ancient cosmetics. Roses,
anemones, mulberries, lotus flowers, marigolds, lavender and chamomile are just a few examples. The ancient
Greeks were also known to create beauty products from natural pigments, plant roots, red wine and mastic, an
aromatic resin. Red vegetable dyes, such as beetroot, were especially common to give a flourishing, rose-pink
hue to the lips and cheeks.
Clothing in ancient Greece was loose fitting, unlike the tight-fitting outfits worn by those people the Greeks
considered barbarians. Both men and women typically wore sleeveless tunics. The womens tunics were usually
ankle length, while the mens were shorter. For the common person, the color of cloth was plain. Those with the
financial resources had their clothing dyed in various colors. During the winter, a heavy wool cloak was worn
for warmth.
Cosmetics in Ancient Greece
Cosmetics were an important part of the life and culture of the Ancient
Greeks. Their idea of beauty was pale skin, golden locks and natural
makeup and, just like it happens nowadays, they would try everything to
achieve it. However, only rich women used to wear makeup in Ancient
Greece, which was probably due to its expensive price. Here are their
beauty secrets:
Makeup
Ancient Greek women used only minimal makeup because they wanted to look
pale and natural. Their lipsticks were a paste made with red iron oxide
and ochre clays or olive oil with beeswax. A red powder was also used on
the cheeks. Eyeshadows were made with olive oil mixed with ground
charcoal. Also, the Ancient Greeks liked connected eyebrows and to
achieve them they would decorate their eyes with dark powder.
Hair
Women had long hair, but after they got married, they would wear it up,
usually in a bun. Their hair was then decorated with a diadem, jeweled
combs, hair pins, scarfs and other accessories. During Hellenistic
times, Greek women also started to artificially wave and curl their hair.
In addition to lightening up their skin, Greek women, most of whom had
dark hair, would lighten up their locks too. To do that, they would
apply vinegar on their hair and then spend time in the sun.
Chignon

In the Classical period, women wore their hair parted in the middle and pulled back from the face.
Aristocratic Athenian women signified their class through their hairstyle, their long hair typically
pulled back into a chignon, or bun, at the base of the neck or up on the crown. The chignon,
pronounced "sheen yon," was held in place by gold- or ivory-adorned pins. Curled or styled tendrils of
hair flowing down over the ears often accompanied the chignon. The complexity of the twisted bun
increased with the formality of the occasion and/or the wealth and class of the woman. A band, or
diadem, of ornate metal might adorn the head from the crown to the nape, holding the hair's shape in
place while serving to beautify.

Ponytail
The classic period hairstyle of Sparta, for both women and men, was typically the ponytail. Sparta's
warrior-like mentality and focus on physical athleticism for both sexes greatly influenced its
perspective on the attractiveness of certain hairstyles. Women wore their long ponytails simple or
enhanced the look with lavish adornments of ribbon, pearls and beads.

Curls and Coloring

Curls were another signature element of the Classical period, with curled locks accenting the chignon
as depicted in period art. Greeks viewed blond coloring as the ideal in their aspirations to be more like
their deities. Greek Gods and Goddesses traditionally possessed blond hair, as conceived through
notions of the Greek ideal.