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Lvmh And Luxury Goods Marketing. LVMH and Luxury Goods Marketing 1. Bernaud Arnault
has built LVMH into a luxury goods empire by making numerous acquisitions. ...
... Luxury goods' marketing is a different ball game as the type of ... so far are exemplified
by the French luxury goods conglomerate LVMH which owns ...
... Their fashion/leather goods outpaced many of their ... Recommendations It is important
for LVMH to continue to distinguish themselves from other luxury brands, and ...
... Given such conditions, "our marketing plan for Hangzhou or Dalian ... of $9,000 a year
on luxury goods, according to ... to a spending approach," says Thakran of LVMH. ...
... a website for sales of some of their goods but not ... LVMH is a wide and diverse global
conglomerate that caters to those seeking the upmost in luxury items ...
Submitted by johnharris1981 on March 8, 2008
Category: Business
Words: 742 | Pages: 3
Views: 200
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LVMH and Luxury Goods Marketing
1. Bernaud Arnault has built LVMH into a luxury goods empire by making numerous acquisitions. What strategy is evident here?
LVMH or more specifically Bernaud Arnault wants luxury items to appeal to everyone, not just the wealthy and elite as in the past. The major issue in doing this is to keep the core luxury consumers, which means still keeping the product exclusive or exclusive feeling, while making the product available to a larger market. LVMH has used licensing deals in order to make this products not only accessible, but at the same exclusive or prestigious to own.
2. How do LVMH executives adjust prices in response to changing economic conditions?
In response to changing economic conditions executives have raised wholesale prices to make sure that discount retailers do not purchase designer products for resale in outlet stores. LVMH has also raised prices in countries that have experienced currency devaluation like Japan. Also in Japan LVMH cut back on advertising and other promotional expenses to maintain profitability. In some cases LVMH was able to renegotiate leases for longer terms and saving up to one third of the cost.
3. How have or how will luxury goods marketers be affected by the slowdown in tourism that followed the terror attacks of September 11, 2001?
Before September 11, 2001 consumer confidence in the U.S. was extremely high and the economy was doing very well. In turn many consumers wanted “the best” this means luxury brands that are sold by LVMH. Also LVMH Hawaii stores depending heavily on Japanese tourists to purchase their products while on vacation. The economy did bounce back after 9-11. However, with the recent real estate collapse the purchasing of luxury products in the U.S. has decreased.
Wal-Mart
1. Which of the market entry strategy options identified in Figure 13-4 (page 506 of your text) has Wal-Mart utilized in its global...
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