FINAL PROJECT

LOUIS VUITTON YOUTH

Course: MARKETING CAPSTONE

Block: DG-PREINGHOT12A1M

Professor: MANSILLA GRIPPA, JUAN FRANCISCO

Members Group 3:
● Alva Rodriguez, Alexa
● Dapelo Bassino, Fabrizio
● Flores Mondragon, Mauro
● Holguin Restrepo, Isabella
● Martinez Jihua, Fresia

Semester:
2021-II
 INDEX

1. Introduction
2. The company
2.1. Business description
2.2. Vision
2.3. Mission
2.4. Target audience of the company
2.5. Description of the product / service selected
3. Strategy and Market Analysis
3.1. Analysis of macroenvironment
3.2. Analysis of microenvironment
3.2.1. Competitors
3.2.1.1. Strategy
3.2.1.2. Differentiation
3.2.1.3. Positioning
3.2.1.4. Target audiences
3.2.2 Consumer Behavior
4. Segmentation strategy, positioning and target audience (your product /
service –uptodate-)
5. Marketing Plan
5.1 Objective 1
5.1.1 Strategy 1
5.1.1.1 Tactic 1
5.1.1.1 Tactic 2
5.1.2 Strategy 2
5.1.2.1 Tactic 1
5.1.2.2 Tactic 2

5.2 Objective 2
5.2.1 Strategy 1
 5.2.1.1 Tactic 1
5.2.1.2 Tactic 2
5.2.1.3 Tactic 3
5.2.2 Strategy 2
5.2.2.1 Tactic 1
5.2.2.2 Tactic 2

5.3 Objective 3
5.3.1 Strategy 1
5.3.1.1 Tactic 1
5.3.1.2 Tactic 2
5.3.2 Strategy 2
5.3.2.1 Tactic 1
5.3.2.2 Tactic 2

6. Conclusions
7. Recommendations
8. Bibliography
1. Introduction
Louis Vuitton is the most valuable luxury brand in the world and is a division of
LVMH. Its products include leather goods, wallets, trunks, shoes, watches,
jewelry and accessories. Most of them are decorated with the LV monogram. It is
one of the most profitable brands in the world with profit margins close to 0%.
Veteran creative director Marc Jacobs left Louis Vuitton in 2013 after 16 years at
the helm of the brand. He plans to focus on his Marc Jacobs line, also owned by
LVMH. Recent sponsors of the brand include Angelina Jolie, Muhammad Ali and
Michael Phelps. "

The product description we selected is about clothing and accessories such as

Louis Vuitton as the main brand, but our products would be aimed at children
and girls aged 12. To 18, whose parents are lovers of Louis Vuitton. We have
selected are T-shirts, pants, shoes, bags, purses, but from a different perspective
from the one that usually Louis Vuitton gives to its products

Louis Vuitton It is still one of the most famous luxury brands in the world and we
do not see this change. They are known for creating limited edition collections
each season and regularly collaborate with various artists and designers,
creating even more unique items. This, combined with all the iconic items the
brand has created over the years, makes me incredibly excited to see what great
vintage pieces we can find.
2. The company
2.1 Business description
Louis Vuitton Malletier commonly known as Louis Vuitton or its initials LV, is
a French fashion house and luxury goods company founded in 1854.
The brand's LV monogram appears on most of its products, from luxury
trunks and leather goods to ready to wear, shoes, watches, jewelry,
accessories, sunglasses and books. Louis Vuitton is one of the most
important international fashion houses in the world. It sells its products
through independent boutiques, leasing departments in high-end department
stores, and through the e-commerce section of its website.
 For six consecutive years (2006-2012), Louis Vuitton was named the most
valuable luxury brand in the world. Its 2012 valuation was US $ 25.9 billion.
In 2013, the brand's valuation was US $ 28 billion with sales of US $ 9 billion
and operates in 50 countries with more than 60 stores around the world.
The company actively seeks to eradicate counterfeiting and employs a team
of lawyers and special investigation agencies to prosecute offenders in
courts around the world. The company allocates about half of its
communications budget to fight counterfeiting of its products. LVMH,
Vuitton's parent company, described "About 60 people at various levels of
responsibility working full time in the fight against counterfeiting in
collaboration with a large network of outside investigators and a team of
lawyers."
The company closely follows the distribution of its products. Until the 1980s,
Vuitton products were widely sold in department stores, such as Neiman
Marcus and Saks Fifth Avenue. Today, Vuitton products are mainly available
in company owned Louis Vuitton boutiques, with a small number of
exceptions in upscale shopping areas or within luxury department stores.
Corporate boutiques within department stores operate independently and
are managed by company executives and employees. LV has an official
online store, through its main website.

2.2 Misión
The mission of the LVMH group is to represent the most refined qualities of
the western "Art de Vivre" from around the world.
2.3 Vision
The vision of the LVMH group is to be the company with the most refined
qualities in the world, being synonymous with elegance and creativity.

2.4 Target audience of the company

The target audience for Louis Vuitton en Perú are male and female from 28
to 50 years old, who live in areas with an A socioeconomic level, such as
San Borja, La Molina, San Isidro, etc. this people have got an strong quantity
of mensual income, from their job. This kind of people also have a taste for
accessories, but also for brands which have a resonated name in the
 industry. Besides the romantic situation of these people can be single or
married; but the majority is married and do have a family.

2.5 Description of the product / service selected

The description of the product we have selected is, clothes and accessories
such as Louis Vuitton as a mother brand, but our products would be directed
for boys and girls from 12 to 18 years old, whose parents are Louis Vuitton
lovers. The products that we have selected are t-shirts, pants, shoes,
purses, handbags, but from another perspective than Louis Vuitton usually
gives to their products, fancy.

3. Strategy and Market Analysis

3.1. Analysis of macroenvironment

● Political: Now a days, Peru is living a huge political crisis and
changes, since Pedro Castillo’s government started, as a country we
have been passing through a lot of changes, starting with the
inestable position of the president, and Peru Libre’s cabinet, and that
have been affecting us as a country because there is uncertainty
since July 2021, and that is what’s causing the political instability.

● Economic: On the economic side, we can affirm that the political

instability of Peru is affecting the economy, since we have all seen
the changes through the dollar value; besides the consequences of
the COVID-19 isolation, we are still struggling with them.

● Social: Besides, the majority of the population is now vaccinated

against COVID-19, the risk of getting infected is still present in our
society; Another factor that has changed the lives of people these
few months is the digital transformation of most of the ¨white tie¨
jobs, which has led to the necessity of improving the digital tools
 such as the use of Google Drive, Zoom, Trello, and many others in
order to keep on track the differents activities at work.

● Technological: Louis Vuitton has opted to implement a high-tech

system in its products, which seeks not only to promote the
exclusivity they maintain but also to do so with the future in mind, as
they believe that this will be the path of the industry. For this, at the
beginning of 2020, they presented a bag with two screens that adapt
to the models manufactured. The technology was developed by
Royole, one of the pioneering brands in mobile technology with
removable screens.

● Environment: Environmental care is an aspect that has increased in

importance over the years. That is why Louis Viotton has decided to
get involved in the cause and by creating a sustainable tennis model,
made with 90% recycled materials and of biological origin. This fact
only reinforces the intentions that Louis Vuitton has both with his
public and with the care of the planet.

● Legal: Currently, in the event of an economic crisis due to the

consequences of COVID-19, the Supreme Decree No.
044-2020-PCM had to issue a state of emergency to prevent the
spread of this COVID- disease. The movement of people was only
allowed for the provision and acquisition of basic services and
commodities, while the provision of authorized economic activity
services were very limited. Nowadays, these restrictions have been
removed, letting the population go out for more events like
entertainment which have allowed the movement of economy too.

3.2. Analysis of microenvironment

● Threat of New Entrants: In the fashion industry there is a huge
amount of competition but not all of the brands that are dedicated to
the fashion industry have the same target as Louis Vuitton, in this
 case the brand represents luxury. In Peru there aren't many brands
that represent luxury and that have the same target as Louis Vuitton.
For this reason we think there are not many threats of new entrants
for Louis Vuitton, because it has been difficult for the brands to stay
on the peruvian market.

● Threat of Substitutes: In the case of the substitutes, we think this

brand would have a lot of substitutes, as we know, there is a huge
part of the clothing industry based on Gamarra, where they fabricate
exactly substitutes for every “luxury” brand at a very considerable
lower price, that’s why in this case Louis Vuitton Youth would have a
big threat of substitutes.

● Competitive Rivalry: In the fashion industry, Louis Vuitton Youth

can be qualified as high on competitive rivalry, but we believe that
people who wear Louis Vuitton knows that the brand is not related to
prices but to the quality of their products, as mentioned in Peru can
be a lot of substitutes but the real target of the brand knows the
value of the products they are buying.

● Bargaining Power of Suppliers: As Louis Vuitton Youth will be

managed the same way that Louis Vuitton; they will not be
manufacturing their products, it does rely on different countries
manufacturers, in china, vietnam, india, philipinas, etc.With this
move to acquire key suppliers will reduce the bargaining power of
suppliers in terms of leather products. By limiting the capability to
play suppliers contrary to each other, would be able to save costs on
storage space and be capable in making sure of the quality of
products supplied.

● Bargaining Power of Customers: We think the bargaining power of

end-customers is moderate. Louis Vuitton has positioned itself as an
exclusive luxury brand and enjoys strong brand recognition due to its
 high quality products. We believe that the customers’ bargaining
power will remain low in the future as Louis Vuitton’s efforts to
reinvigorate its brand appeal will be offset by rising competition in the
market.

3.2.1 Competitors
Louis Vuitton, being a luxurious retail store, has a strong group of
competitors in the peruvian market. However, we will focus on two
brands which we consider most similar to Louis Vuitton in brand essence
and product development. These brands are: Salvatore Ferragamo and
Carolina Herrera. Carolina Herrera was founded in 1980 by the
Venezuelan designer Maria Carolina Pacanins with its headquarters in
New York, USA. The brand is widely known for offering high fashion as
well as perfumes both for men and women.
The italian luxury-goods store Salvatore Ferragamo S.p.A on the other
hand, was founded in 1927 by the late italian shoe designer Salvatore
Ferragamo. Its headquarters are in Florence, Italy and it sells creative
and authentic high-end fashion items such as watches, shoes, clothes,
accessories and more.

Both have presence in Perú through their main stores inside the
supermall Jockey Plaza in the Surco district. Unlike Louis Vuitton which
has entered the market recently in this year (2021), these brands have
had presence in the peruvian market for over 5 years in which they show
a clear success and fit within the peruvian audience. In the following
sections we’ll analyze each competitor’s strategy, differentiation,
positioning and target audience in order to take these into consideration
for our project.

3.2.1.1 Strategy
Salvatore Ferragamo

Product Price
In a general aspect, S.F
specializes in shoes, leather
goods, Swiss-made timepieces,
accessories and ready-to-wear
clothing items for men and
women. They licence eyewear
and watches.
Their wide range of products
includes: wallets, belts, eyewear,
suits, ties, boots, heels, and
high-end women and men
fashion.
Place
The only official presence S.F has
in the peruvian market is the
physical store in Jockey Plaza
located in Surco district, Lima,
Perú.
Carolina Herrera
Product
The Carolina Herrera brand sells
items for the fashion industry as
well as the beauty industry. They
offer ready to wear clothes,
fragrances, make-up and
accessories.
Their wide range of products
includes: luxury clothing items for
men and women, eyewear,
jewelry, wallets, lipsticks, and
more.
Place
Like Salvatore Ferragamo,
VBP or Value-based pricing, is the
pricing strategy implemented by
the brand considering the
designer’s reputation and the
quality and uniqueness of the
products. Here are a range of
prices according to the products
sold by the company:
Footwear: S/.4,000 - S/.8,000
Eyewear: S/.300 - S/.1,100
Clothing: S/.600 - S/.10,000
Accessories: S/.700 - S/.3,000
Promotion
Thanks to the brand’s well known
reputation in the fashion industry
for over 70 years, S.F relies on
word-of-mouth promotion through
their own clients. In special
seasons they make small
percentage discounts in-store to
promote sales.
Price
Their pricing strategy as well as
Salvatore Ferragamo is the Value
Based pricing strategy focused on
the brands reputation and name
recognition. Here is a list of the
price ranges according to the type
of product.
Eyewear: S/.100 - 300
Make-up: S/.80 - S/.200
Clothing: S/.200 - S/.1,000
Fragrances: S/.100 - S/.500
Promotion
C.H does direct marketing by
Carolina Herrera has its main
store in the supermall Jockey
Plaza in Perú. Here they sell
clothing items and accessories,
however, the brand sells its
fragrances and make-up products
in big retail stores around the
country such as: Saga Falabella,
Ripley and Oechsle.
They also sell fragrances and
make-up through catalogs
managed by direct sellers.
promoting its products through
sellers that engage face-to-face
with clients. These sellers use
catalogs which present make-up
products and fragrances that they
carry or have easy access to
them within less than a week.
Besides this, they make seasonal
discounts as well as promotions
throughout the year.

3.2.1.2 Differentiation
Louis Vuitton makes a difference in relation to its competitors
because it is a brand that has a very high presence both
internationally and nationally. This is because Louis Viutton has
a zero discount policy, which is one of the key points of its
success, in addition to being very little in outlets, which shows
the exclusivity of its products. In addition, Vuitton has great
control of the distribution of its products, another reason that
maintains the exclusivity that they want their products to have.
Not only do the exclusivity of their products count as a
differential factor, but they also have some important additions
such as their unmistakable logo, which stands out very well in
each of their products. Also add that they have such an
extensive range of products that they can weigh from one
season of the year to another without the need to make
changes, due to their great performance and variety of
products.
Another differential point is the dynamism it has and this was
reflected during the pandemic, that they also chose to enhance
their urban fashion collection, using world-renowned singers
and actors to enhance their impact.
3.2.1.3 Positioning
 The prestige that Carolina Herrera has, has helped to achieve
a great expansion throughout the world, with a line made up of
luxurious products, which include perfumes, handbags, leather
goods, footwear, scarves, ties and jewelry, although , always
aimed at the market segment looking for quality products, along
with so many other competitors identified in the map provided
above. This is why CH is positioned with the attributes of price
and quality. These two attributes are commonly used in fashion
products, therefore we decided to use them for our positioning.
The price is a perception of the consumer, and this reflects a
value, given this, Carolina Herrera seeks that the quality of her
product reflects a benefit greater than its cost.
3.2.1.4 Target audiences
The Carolina Herrera brand currently has an impeccable image
in the fashion market; based on the quality and prestige that
have endorsed it for decades, that is why it has become a
leading brand that sets a trend in the market. Because it is
exclusive, its prices are high in order to project luxury, prestige,
elegance and good taste for those who purchase a Carolina
Herrera item.
It is aimed at an audience with an exclusive and selective
profile; Men and Women with a medium-high and high
economic position who has the financial solvency necessary to
acquire any of their products (fragrances, bags, shoes,
accessories) in ages ranging from 30 years to 75 years with a
unique taste that appreciates the elegance and quality of the
brand.

3.2.2 Consumer Behavior

The actions that a Louis Vuitton customer takes when purchasing and
using products and services; it has to do with the mental and social
processes that occur before, during and after these actions.
1. Recognition of the problem
 2. Information research
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

4. Segmentation strategy, positioning and target audience

4.1. Positioning
The positioning that Louis Vuitton has achieved is to be the most
exclusive brand in the world today. This is due to years of work and
having a very strong idea within the company, as well as knowing how
to make the right decisions that have led Louis Vuitton to success. To
date, they have 445 stores worldwide in 62 countries around the world.
At the same time, there is a whole job behind it, and it is that in Vuitton
there is a great creative capacity for carrying out marketing campaigns.
This generates a very good impact at the advertising level that creates
brand visibility and this impact increases if large figures recognized
worldwide are used
LIFESTYLE: Louis Vuitton uses the product; through perceived quality.
the Price, a high price. Distribution: Own stores, with a decoration that
invites luxury and design. Communication or advertising: Ads very well
with famous people and from the world of culture. And a super
well-kept website. Relationship with people: LV was one of the first
brands to start using social networks.Louis Vuitton is positioned as the
luxury bag that can be carried everywhere.

4.2. Target audience

Louis Vuitton is aimed at people with a socioeconomic level A, that is,
people from an upper-middle and upper class. I must also add that their
products are aimed mostly at adults, if we make an age range, it would
be from 40 years to 65. The client's profile is of people and adults who
have a stable life and who love the products of great luxury and
exclusivity. They make these purchases for their own satisfaction, since
 they understand that having these unique products will make them feel
even more unique.
5. Marketing Plan
5.1. Objective 1: Manage to obtain a 5% market share by 2023.
In order to reach 5% of the market share, we develop new products focused on
young people.
5.1.1. Strategy 1: We will implement brand activations twice a year
5.1.1.1 Tactic 1 Physical Experience Runway
● Square and promotion: Basically, LV activation is the process of
building awareness for a corporation by engaging directly with
target audiences consumers. This will be done through different
event types or marketing campaigns, as long as the effort leads
to a selected consumer experience that builds a company's
notoriety. LV can be part of Lima Fashion Week for exposing the
productos in a real walking thru.
5.1.1.2 Tactic 2 Meeting up with top influencers
● Presence and productivity: Event sponsorship for meeting up
with the most influential people in fashion. To be able to talk
about the products and items that have informed their followers
about uses, anecdotes and motivating their purchase as an
exclusive use

5.1.2 Strategy 2: Provide an excellent perception of the products

5.1.2.1. Tactic 1 Develop good quality products that are worth
paying for
● Product: Design very fun exclusive models for young people of
excellent quality and that are customizable with their tastes and
colors, personalized
5.1.2.2 Tactic 2: Customer Experience moments of WOW
● Process: Create memorable experiences for our clients.The
products for young people such as t-shirts, handbags, shoes,
sportswear, etc, will be autographed by their favorite singer and
 over the purchase of $ 1000 in items, they will also have the
opportunity to meet them in person on a coordinated date. All
this with the aim of generating emotions and memories that
drive Customer Loyalty and the economic value that LVY
generates.
5.2. Objective 2: Reach 1 million followers on Instagram by December 2022.
5.2.1. Strategy 1: Constant interaction with our audience through our social
networks.
5.2.1.1 Tactic 1: Carry out monthly raffles for our new product line so
that the customer knows our new products.
● Promotion:
- Sales promotion: Publicize our new products that we are
launching on the market and through a monthly raffle,
motivate customers to interact with us and recommend us
to their acquaintances, in order to be on everyone's lips.
● People: Train the staff who will be in charge of the garments to
be raffled, also to be attentive to the number of participants and
if they meet the requirements to be participants in the raffle.

5.2.1.2 Tactic 2: Create the hashtag #LVYOUTH with which to create a

trend on social networks. With this, the followers of the page could participate
in said monthly raffles.
● Promotion:
- Advertising: Thanks to this hashtag, which will be used in
all the brand's social networks, it can create a trend and
publicity about it, as it is a short hashtag, it can remain in
the mind of the consumer in a better way.
● People: It is important that everyone is aware of what is being
commented with the hashtag, for this the team must be aware of
what is said, of the good and the bad, in order to have feedback.
 5.2.1.3 Tactic 3: Live broadcasts directly from the Instagram Live
format, we will provide exclusive content about our seasonal designs in them
and thus offer a greater value to our product to our followers.
● Place: The channels to be used will be virtually, in this case
through Instagram Live. We believe that from that platform the
largest number of followers of the brand will be accumulated.
● Promotion: It is a good resource, since nowadays the
implementation of live broadcasts is very fashionable. In this
way, we can publicize the products in a more direct way and
have a closer interaction with the customer.
5.2.2 Strategy 2: Carry out evaluations and analysis from time to time of the
strategies we use to achieve the main objective.
5.2.2.1 Tactic 1: The first evaluation will be monthly, where we will
analyze slight flaws and improvements to correct them in the short term.
● People: Train and educate our managers that Louis Vuitton has
to be aware of how the processes are going, only then can we
identify well if there are problems or if there are positive things to
rescue.
5.2.2.2 Tactic 2: The second form is evaluating every 4 months how
our Instagram insights have been developing, according to the improvements
and adjustments made during the monthly evaluations.
● People: Our workers should be aware of what is commented on
us on Instagram, which will be the social network that we will
use the most. In the same way, identify our strengths and
weaknesses, in order to improve over time.

5.3. Objective 3: Position ourselves as the number one favorite brand in our
target audience by 2024.
5.3.1. Strategy 1 Focus on Indirect Marketing Campaigns
5.3.1.1 Tactic 1: Use social media facilities in order to be positioned on
our customers mind.
● Promotion:
 - Advertising: The major facility of social media is
the different ways of advertising they give to us, in
this case; our brand will be using the
advertisement through people who influence our
target; in order to create positive links between the
brand and our target.
● Product:
- Quality: In our social media advertisement we will
focus on the quality of our products, in order to
make the target know why they should choose our
brand.

5.3.1.2 Tactic 2: since our target is a niche, use BTL marketing.

● Place:
- Locations: Now-a-days we are slowly going “back to normal” so events are
happening again, since we only have one store in Jockey Plaza, we can
easily assist to events where our target will be present and even create our
own.

● People: The BTL marketing goes directly to the target, in order

to make them create a feeling of loyalty to our brand; that’s why
it is important to always know how to address them.

5.3.2 Strategy 2 Implement a memorable communication strategy

5.3.2.1 Tactic 1: Create a catchy slogan and make our brand’s key
visuals clear
● People
The graphic design team will always maintain a steady brand
image in their creative work in order to keep coherence in our
message. They will have the key visuals to work with which
include colors, fonts, backgrounds, sizes and document formats.
 ● Product
Our brand key visuals are the colors red, gold, navy blue and
white. The font type and sizes will remain the same as the
original LV brand key visuals. Here we also include our slogan
with a short and catchy style.
● Promotion
Regarding public relations for the brand, LVY will ally with young
world-known models that break beauty stereotypes and are
relatable with the target audience. They will spread the message
as global ambassadors of the brand which will give our
communication strategy engagement and credibility.
5.3.2.2 Tactic 2: Create a comfortable and unique in-store experience
● Physical Environment
The store will maintain a steady aroma of neutral-gender LV perfume that
inspires a hint of youth and elegance at the same time. The lighting will be
yellow warm colored and we will implement eccentric ceiling lamps as well
as mirror lighting in the changing rooms. There will be couches and big
chairs covered in velvet material with the brand colors. The majority of
wooden materials in the store will be coated in matte gold paint with a
touch of vintage texture. The floors will be built with tiles similar to marble
to enhance brightness and luxury in the store. Finally, our in-store staff will
wear all black LV collection clothing that is in season.

● Process
Our design features are planned with the goal of creating a superior
customer in-store-experience. We will offer free drinking options which
include sparkling water, regular water, flavored water and sparkling
flavored water. These options are chosen specifically to abide by the
brand image of luxury and eccentricity. During the try-on process, the
customer will have the option to go inside a room surrounded by mirrors,
lightened by artificial candles and a red carpet runway to model for
themselves or their company. Finally, the store will play french and english
 pop music to remind our customers where the brand is from and also
make the shopping experience fun.

5.3.3 Strategy 3 Launch up-to-date trends and Louis-Vuitton-Styled fashion

collections for our specific target audience
5.3.3.1 Tactic 1: Make designs that are aligned to our brand style and key
visuals and at the same time are trending

● Product
Our designs will be inspired by the original LV style. Their ultimate
handmade quality and their workmanship will remain our essence as
well, instead of cheap and un-original mass production. However, we
will make sure to maintain constant research in the fashion industry to
include trends and in season clothing items as well. Regarding sizes,
we will work with all shapes and sizes from XXS to XXL to remain an
inclusive brand for all body types. Our clients won't be able to return
their products, however they can bring the clothing item for an in-store
exclusive fix up to 30 days prior to their purchase only in case of a
wardrobe or design malfunction such as a loose button, a
malfunctioning zipper, and situations similar to these.
5.3.3.2 Tactic 2: Being in constant research of our target in order to create
insights for new designs
● Process
Our website and our cellphone app will have pixels to track our
customers' buying journey from start to finish. This technology along
with the google analytics software, will give us valuable insights and
information about our audience segmentation demographics, their
fashion preferences, their user experience and more.
6. Conclusions
In conclusion, Louis Vuitton Youth is an extension brand of LV with a mission to
portray trendy garments for teens and young adults with a style of refined qualities of
Western "Art de Vivre".
In turn, social networks are of high use for the public in which we are directed,
therefore, seeking to be a trend and be remembered by the public is something that
has to be done to continue gaining followers. We consider that Instagram is the most
efficient platform for the realization of our project. In it, interaction can be enhanced
in different ways, it can be in live broadcasts, post using the #LVYOUTH, which will
be the hashtag with which we will be remembered over time. With this we seek to
generate positive feelings in our public and that they see that we are committed to
them and that we want a similar treatment from them. Also add that from time to time
evaluations will be carried out in order to verify if the path followed is giving results.

Finally, it seeks to create an emotional connection with consumers and is key to

retain them. In addition, emotions provide a factor of memorability and satisfaction to
customers. For this reason, through WOW experiences we cover the affective needs
of the public.

7. Recommendations
At the time when this project is carried out, Louis Vuitton Youth is recommended to
take into account the SMART objects proposed in this work, as well as the proposed
strategies and tactics. All this is in order for the company to cover one more segment
of the market and fresh air to its traditional product lines. We consider that it is also a
good time to do it since, through social networks, the impulse that the proposal could
take would be very high.
We recommend for the brand to rely especially on social networks and digital
marketing as a means of communication towards the target audience since this is
the marketing of the present of future.
Finally, it is important for LVY to evaluate their progress every month in order to
analyze and detect any faults or successes. This way, their marketing strategy can
be supervised monthly and improved by the process.
8. Bibliography

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