Louis  Vui(on:  a  world  of  elegance,  inspira6on  and  innova6on.          It  is  a  pres6gious  French  fashion  house  created  in  1854  to  develop  func6onal,  innova6ve  and  luxurious  luggage  to  adapt  to  the  new  means  of  transporta6on  at  that  6me.      With  a  presence  in  more  than  60  countries  and  a  great  brand  awareness,  it  has  become  a  worldwide  leader  in  the  luxury  industry.  

       Louis  Vui(on  offers  its  exper6se  and  know  how  to  bring  elegance  and  dis6nc6veness  to  its  crea6ons.  The  brand  has  created  6meless  legendary  products  that  have  become  blockbuster  products  while  staying  innova6ve  and  visionary.  Louis  Vui(on  offers  luxury,  trendy  and  high  quality  clothes  and  accessories  providing  a  personalized  service  to  its  consumers.  It  is  definitely  a  brand  that  represents  achievement  as  Louis  Vui(on  products  are  synonyms  of  status  symbol.  Finally,  the  brand  makes  its  customers  feel  hype  and  desirable.  

Stephanie Amory

Astrid Böhlke Ainara Corral

Jose Hernando Monica Nocito Sarah Pollet

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Intangibles

Tangibles  

What  L.V.  Offers   Who  is  L.V.  

Internal Benefits: Trendy and legendary object. External Benefits: Luxury image, status symbol (“I can afford it”). Perceived Value: Expensive products but worth it because of the know how and high quality.

Functional: Luxury and trendy clothes, bags and accessories. Process: Allows customers to buy items through the web. Relationship: Highly personalized customer service.

Origin : Creation of the brand in 1854. Louis Vuitton bags are still mainly produced in France. Reputation: Prestigious and fashionable international brand. Personality: Elegance, timelessness and luxury. Evolution: Great worldwide expansion over time.

Worldwide Presence: More than 60 countries. Presentation: Brand logo and Monogram recognized everywhere in the world. Activities: High visibility through

flagship stores and sponsorship.

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l  Internal benefits ¡  A Louis Vuitton product is a legendary object that can be

seen as a collector’s item. ¡  It keeps being trendy over time and it fits with every style. ¡  It represents achievement and it makes you feel hype and

desirable. ¡  As it is a timeless and legendary product you are not

taking any risks of being out of fashion.

l  External benefits ¡  A Louis Vuitton product tells others that « you can afford »

luxury products. ¡  It makes you feel part of a group, a community. ¡  It shows others that you care about yourself, about your

style, your appearance.

l  Perceived Value Louis Vuitton products are luxury product and thus expensive products but at a quite affordable price in comparison with other luxury brands. The price is worth because Louis Vuitton offers high quality, know how and tradition.

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l  Functional ¡  Louis Vuitton offers luxury and trendy clothes and accessories (especially bags) so that

consumers can follow a glamorous style with high-quality products.

l  Process ¡  Louis Vuitton allows consumers to easily check its collections and buy items via the website.

Besides, it constantly updates and informs consumers about new tendencies and products via email.

l  Relationship: ¡  It has a highly personalized Customer

Service in shops and also on the web page. This service manages to make consumers feel special and unique. E.g. : the brand offers its customers the opportunity to carve their initials on their bag.

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l  Origin ¡  The brand, set up by Mr. Louis Vuitton, exists since 1854. ¡  Louis Vuitton, who was a visionary man, developed functional, innovative and luxurious

luggage to adapt to the new means of transportation that emerged at the time (car, steamboat, plane, locomotive).

¡  The production is still mainly based in France (10 workshops) and is realized by highly qualified workers. Spain has 2 workshops and USA has one.

l  Reputation

¡  Prestigious French fashion house ¡  Know how and expertise ¡  Fashionable and luxurious products ¡  International reputation of the brand

l  Personality ¡  The brand embodies elegance and modern luxury. ¡  Timelessness of Louis Vuitton’s Monogram and Damier printed matters while the brand

offers trendy products at the cutting edge of fashion at the same time.

l  Evolution ¡  From one workshop created more than 150 years ago, Louis Vuitton went to merge with

Moët-Henessy to build up LVMH which is now the worldwide leader in the luxury industry. ¡  Worldwide expansion ¡  The brand diversified its product line over time and offers now bags, luggage, sunglasses,

clothes, perfumes, accessories. ¡  Louis Vuitton has created timeless products that have become blockbuster products while

staying innovative and visionary.

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l  Worldwide presence ¡  More than 60 countries. ¡  320 Louis Vuitton boutiques around the world.

l  Presentation ¡  The brand logo (LV) is incorporated into all the products. ¡  Brand awareness is built on the legendary Louis Vuitton Monogram that

represents one of the most valuable intangible asset of the brand. l  Activities

¡  Sponsoring of the Cup of America. ¡  The Louis Vuitton Foundation sponsors

contemporary art. ¡  Massive communication via the cinema and television with special advertisement. ¡  Concept stores create a unique experience for the consumer. ¡  High visibility around the shops.

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