WHY IS LOUIS VUITTON

Phimraphat (Pim)
THE MOST VALUABLE
LUXURY BRAND IN 2019?

LOUIS VUITTON
Founder
Louis Vuitton
Designer and businessman
won a bronze medal at the Exposition Universelle, an
international exposition organized by Napoleon in 1867.
In 1889, he was honored with a gold medal and the grand
prize at the Exposition Universelle.

SWOT Analysis
Strengths:
Louis Vuitton is recognized as a luxury brand throughout the world.
The brand value is worth $47.2 billion
Successful in implementation of celebrities endorsement strategy
Outstanding brand loyalty
Weaknesses
The price of products are excessively expensive.
Operating with the same innovation.
The majority of the products sell in stores.
Only focus on trends in a particular country.
Opportunities
The brand has potential to expand their market in Asia, specifically, China and
India.
Collaborations with other brands that have the same target audience.
Create a new brand image to attract new customers from generation z.
Threats
Counterfeiting of the brand products increases every year.
Global financial crisis
Intensification of competition, specifically from emerging economies popularity of
substitute fashion products and services increase
INTRODUCTION
Louis Vuitton is the world’s most valuable luxury
brand and is a part of LVMH (Moët Hennessy Louis n
SE). The majority of brand products consist of
leather goods, handbags, and luggage. However,
recently, it has launched other fashion products
such as shoes, watches, perfumes, jewelry and
accessories. Additionally, It’s considered to be the
most valuable brand in 2019 with a brand value of
$47.2 billion, up 15%.
TARGET AUDIENCE
Customers that value fine craftsmanship,
tradition, style
Middle and High income classes. Specifically,
two segments: wealthy middle aged women
from age of 35 to 54 and affluent young
fashionable female adults aged between 18
to 34 years old.
COMPETITORS
There are numerous brand competitors of Louis
Vuitton. The top five are Chanel, Hermes, Gucci,
Burberry, and Cartier.
 SURVEY RESULTS

CONCLUSION
Brand Focus In conclusion, all of these strategies include
implementation of celebrity endorsement and brand
These results indicate that Louis Vuitton's brand equity is mostly perceived loyalty rapidly increases its sales and aid Louis
as a high-end brand to its customers' eyes due to the quality of the items. Vuitton to position its place as the most valuable
Also, its sales are greatly influenced by celebrities which means that its brand in 2019.
strategy of using celebrities and famous elite groups from a society works
and contributes to customers purchasing its products. This is done according REFERENCES
to the intention to make customers feel a certain emotional connection and
portray reference groups so that its buyers think that they are a part of /https://research-methodology.net/louis-
them. Another obvious response from the survey is that the majority of Louis vuitton-swot-analysis
Vuitton’s customers tend to own more than one product and when they were /https://whatcompetitors.com/louis-
asked whether they are going to purchase products from the brand again, vuitton/https://www.marketing91.com/swot-
most of them answered yes or maybe. Not only did its shoppers respond to analysis-louis-vuitton
/https://www.highsnobiety.com/p/louis-
repurchase its items, but also most of them recommended the brand to their
vuitton-most-valuable-luxury-brand-2019
friends, family, and relatives. It can be seen that the brand has developed
/https://blogs.ubc.ca/demidychua/2012/11/08
excellent brand loyalty and after-sales service which entrusted its buyers in /louis-vuittons-marketing-strategy/
tempting them to buy more products.