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Louis Vuitton IMC. INTRODUCTION Louis Vuitton has prided itself in its tradition
and longstanding commitment to thousands of peoples ...
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Submitted by jeandre on September 15, 2007
Category: Business
Words: 1660 | Pages: 7
Views: 231
Popularity Rank: 44,399
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INTRODUCTION
Louis Vuitton has prided itself in its tradition and longstanding commitment to thousands of peoples lifestyles for over a century and a half. Right from its origins as a trunkmaker, Louis Vuitton has always been a trendsetter, progressively developing a range of luxury products consistent with the brand’s values. This creativity entered an exciting new realm in 1998 when Mark Jacobs joined the firm as the Artistic Director. The French origin of Louis Vuitton swiftly
became an international enterprise, opening it’s first store in England over a century ago. In 1987, Louis Vuitton became a subsidiary of LVMH, the world’s leading luxury goods group. It’s luxury goods and services range from Moet & Chandon champagne to La Tribune newspaper and Radio Classique. Leather goods, clothing, shoes and accessories are included under the Louis Vuitton brand. Additional brands under LVMH include Dior, Tagheuer, Kenzo, Givenchy and many more elitist trade names. LVMH not only focuses on material merchandise. It’s ongoing support in a wide range of activities such as the Louis Vuitton cup and its responsibility in ensuring environmental protection has made LVMH one versatile, integrated, socially conscious organization. Louis Vuitton has taken full advantage of the many synergies generated within the group while retaining their identity and remaining faithful to their distinctive difference.
CURRENT BRAND IMAGE/POSITIONING
Traditional is a word that characterizes this company because of their long and extremely proud history. At the same time, Louis Vuitton has been perceived to be both creative, modern and innovative, underpinned by professionalism. It can be seen as a merger of two totally different worlds at the aim of creating an exclusive, fashionable brand that is perceived by others to...
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