By: Mary, Chayanee, and Sasima

History
Early Days (1854-1892)
1854 - Louis Vuitton opens first store in Paris 1885 - first LV store opens in London, on Oxford Street 1892 - Vuitton dies; the Vuitton company begins selling handbags.

Golden Age of Louis Vuitton (18931936)

1893 - Georges (Louiss son) begins his campaign to make the company into a worldwide corporation. 1936 - The golden age of Louis Vuitton ends as Georges Vuitton passes away. Estimates attribute Georges Vuitton with over 700 new Vuitton designs.

History
Modern Age of Louis Vuitton (1937-1996)
1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka. (Sales in Japan would come to account for nearly half of the company's total revenue by the 1980s.) 1984 - Vuitton expands its presence in Asia by opening its first store in Korea, in Seoul. 1987 - Mot et Chandon and Hennessy, leading manufacturers of champagne and of brandy, respectively, merges with Louis Vuitton to form the world's largest luxury goods conglomerate, LVMH. The group is partly owned by the Christian Dior group, and Bernard Arnault is Chairman and CEO of both companies. 1992 - The first store in China is opened at the Palace Hotel in Beijing.

History
Millennium Age of Louis Vuitton (1997-present)
1997 - hires designer Marc Jacobs to be the label's artistic director 2006 - opens its first store in Norway

Mission Statement
LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy. Five priorities reflect the fundamental values shared by all Group stakeholders: - Be creative and innovative - Aim for product excellence - Bolster the image of our brands with passionate determination - Act as entrepreneurs - Strive to be the best in all we do

Target Market
LV uses demographic targeting strategy to target their customers
Both men and women Age: ranging from young adults to seniors (22 65 yrs old) Income: around $5,500 or above per month

Selling Point
Fashionable Durable goods Good quality product Long product life Exclusivity Prestige image Feel good Fit into high-class society Practice ego and power

Marketing Mix

Product
Main Products: Leather Bags and Wallets
Handbags Luggage Cosmetic Bags

Original Product Line: Monogram Expanded its product line

Monogram Denim Monogram Multicolore Monogram Vernis Damier Canvas

Product
Offer more types of product including:
Timepieces Shoes Agendas Jewelry Sunglasses Belts, scarves & Accessories

Product
Three Levels of Product of Louis Vuitton

Durable Customer Care

Fashion Warranties

Luxury
Quality Lines of Product Gift Wrappings Brand

Service

Price
Premium Pricing
Luxury image Selling Point

Never on sale!! Price range:

Handbags: $550 - $3,700 Wallets: $200 - $700

Place
Direct channels: Free-Standing Store

Place
Department Stores:
Macys New York Bloomingdales Saks Fifth Avenue

Exclusive Distribution
Limited number of stores and retailers

Promotion
Emphasize on personal selling Dont emphasize on sales promotion
To reinforce their luxury image

PR
Sponsorship
Louis Vuitton Cup 2007 LVMH Young Artists Award LVMH Website - The Magazines

Promotion
Advertisements:
Message
Convey luxurious image

Means of media
High-end Fashion Magazines
Eg. Vogue, Elle

Billboards

Promotion
Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson

Promotion
New advertising campaign

Imitation or Real?
Fake LVs are a continuous problem Spend $10 million a year on ripoff battle
Part of sum goes to lobbyists

Biggest sources of counterfeit goods:

Turkey, China, Morocco

Imitation or Real?
LV has adopted a zero tolerance policy against counterfeiting In 2004, the brands firm stance led to
13,000 legal actions 6,000 raids 947 arrests

Bibliography
http://www.cigaraficionado.com/Cigar/CA_Arc hives/CA_Show_Article/0,2322,619,00.html

http://www.answers.com/topic/louisvuitton http://www.lvmh.com/

!! Thank You !!