Brand Positioning of Louis Vuitton

1. Brand
Positioning
LOUIS VUITTON

2. HOW IT ALL BEGAN
When he was only sixteen years old, Louis Vuitton made a decision that would not only
change his own life but the lives of his sons and future generations: he would become a
trunk maker.
In 1854, Louis Vuitton opened his first store in Paris, and sold handmade, high quality
trunks and luggage. He introduced his signature Damier and monogram canvas
materials, featuring the famous designs still used in all products.
In 1987, Louis Vuitton merged with Moet et Chandon and Hennessy, leading
manufacturers of Champagne and created LVMH, a luxury good conglomerate.

3. Demographic Targeting
Their target market comprise of both men and
women of age 16-80 years (young adults to
senior citizens)
Their target market are high income level
consumers who are wealthy and their income
is $5500 or above per month.

4. Psychographic segmentation
Parameters such as ifestyle and motives are used to
identify another part of target market of the brand.
People who need to show their social status, their
success by purchasing luxury goods are targeted.
Indeed, the brand don't sell only an up range product, but
also the psychological benefits like the prestige and the
feeling of belonging to an exclusive group.

5. Product Line of Louis Vuitton
Luggage, Handbags and shoes
Timepieces, Sunglasses and Jewelry
Belts, scarves and accessories

6. A Louis Vuitton Store
PLACES
Flagship Stores- Direct Channels
Department Stores- Free standing Stores
Exclusive Distribution/ Online stores

7. Competitive frame of reference and
Competitors
Louis Vuitton competes with brands like Gucci, Prada,
Fendi, Hermes and these brands are the focus of
competitive analysis
These brands target/have targeted the same segment in
the past (or plan to do it in future) or consumers in that
segment may already look to certain products or brands
in their purchase decisions.

8. Brand Positiong of louis
Vuitton wrt other competitive
brands

9. Points Of Difference between Louis
Vuitton and its competitors
Louis Vuitton monogram
Collaboration with prominent artists
Focus on creativity
Focus on heritage

10. Prestigious brand
image
High quality material
and fine craftsmanship
Exclusive Distribution
Channels
Bespoke Services

11. The Brand Mantra of Louis Vuitton
Innovative, Prestige, Desirable, Stylish and Dream would be for me
the essence of Louis Vuitton.
Indeed, since its debut, the brand has succeeded to maintain its
prestige over the years thanks to its Know How, and its ability to
sell dreams to people. Louis Vuitton has also succeed to remain
trendy thanks to its creativity ,innovation, and partnerships (with
celebrities for instance).

12. Louis Vuitton still spends upto 60 hours making
one piece of luggage by hand- the same way it
did 150 years ago.
It carefully crafts each of its product with
precision and utmost care. This gives the brand
an edge over other competitive brands and is
thoughly loved by its consumers who are
extremely loyal to the brand.

13. WORLD OF LOUIS VUITTON

14. Louis vuitton’s commercials focus on luxury travelling
rather than fashion
Louis Vuitton. LV’s brand ambassadors have classically
been Bono, Angelina Jolie and Sean Connery. This was
essentially “Core Values” campaign about how “a single
journey can change your life”. The idea was to create
aspiration for the youth and create a pull for both the young
and the not-so-young.
COMMERCIALS

15. Louis Vuitton Commercial

16. Louis Vuitton has been the biggest and most profitable brand
in the luxury rankings. LVMH (Moet Hennessy Louis Vuitton
SA is their formal financial title) jumped in value to $25.9
billion
WHILE Forbes's list of the world's 100 most valuable brands
was dominated by technology companies (Apple, Microsoft,
Google et al) this year, there was only one fashion brand that
joined the usual suspects in the top 20: step forward: Louis
Vuitton at number 14
LEADERS

17. THREATS

20. Summary-
History of Brand
Targeting and consumer segmentation
Product Lines
Stores and channels
Competitive frame of reference
Points of Difference and Points Of parity
Brand Mantra and positioning
Commercials
Threat- counterfeiting

21. References:
1. Flickr.com
2. Google Images
3. Louis Vuitton- Wikipedia
4. Louis Vuitton- official website
5. Fonteo.com
6. Ouisvuittonbrand.wordpress.com
7. Forbes
8. New York Times
9. Hermes website