Louis Vuitton Case Study

Louis Vuitton(LV) was est. in 1854 in France and is known as one of the oldest French luxury fashion houses. The check became famous for its exclusive slash bags and trunks. Over the course of studys the LV line expanded from leather goods to fashion, selective retailing; wines & spirits; perfumes & cosmetics; watches & jewellery making the brand one of the or so luxurious brands worldwide. The LV brand is most recognizable for its logo, eccentric, uniqueness and price. It resonates a sense of prestige, quality and higher rank in the minds of the consumer and in the fashion world. Previously tailored to the much affluent social strata, LV is now tapping into a more youthful middle class demographic by move new trends in global high fashion. The core of the plate is about the restructuring of the LV brand in the Nipponese commercialise after the economic downturn since 2002 and the increase in competition. The Japanese Market is known as the Capital of Luxury, it is the pencil lead merchandise for Louis Vuitton products. Over 20 million Japanese women presently owns a signature LV bag and each year five million units of the class monogrammed bags are sold. The Japanese market is known for having a high demand for fashion and it is the denotation for new trends and creative ideas.

However, because of the decline in the economy and numerous competitors surfacing in the Japanese market sales for the LV brand have significantly declined. Therefore, the LV brand need to restructure itself in the Japanese market to ensure prospective profits. There are a few major hiccups the Louis Vuitton go with faced in Japan. A major issue it encountered was market and brand dilution. As it ventured into product line expansion Louis Vuitton was challenged with upholding the prestige, exclusivity and quality its name epitomised, and growing its market share. A clear lawsuit of this problem was the repetition the Limited Edition products which caused confusion in peoples minds as well as injury to the... If you want to get a full essay, order it on our website: Orderessay

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