Louis Vuitton – Lvmh
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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 brands 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 its first store in England over a century ago. In 1987, Louis Vuitton became a subsidiary of LVMH, the worlds leading luxury goods group. Its 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. Its 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 be the “best of the best” in the world of luxury goods.
Louis Vuitton is not only viewed as producing products of style, class and quality. In addition, it proposes its expertise for special orders and product customization emphasizing its commitment to ultimate customer satisfaction. The use of celebrity icons in their advertisements amplifies its exclusivity and popularity. The
brand reinforced its communications by once again associating itself with Scarlett Johanssons image, featuring in Louis Vuittons Fall/Winter 2007 – 2008 campaign. Emphasizing feminine sensuality. Awareness of the Louis Vuitton brand is strongly influenced by forms of publicity. Paris Hilton, the socialite,for one, has often been seen on television or in magazines sporting a Louis Vuitton garment. At the same time that Louis Vuitton is seen by some to be an elite brand only used by the rich and famous, it does on the other hand involve itself in the arts and social solidarity.
As an organization with a living cultural heritage, that is forever self-perpetuating, LVMH and Louis Vuitton have established various initiatives to promote culture, art and heritage. In addition, the LVMH group offers children and young adults access to the best of culture, in particular in spheres of music and art. LVMHs involvement in educating young designers and students so that they are fully equipped to meet the economic challenges within the industries associated with design and luxury goods. The LVMH group has also chosen to support various foundations and associations working throughout the world to help underprivileged children as well as supporting scientific teams engaged in research related to public health issues. For Louis Vuitton, an environmentally sound approach is closely linked to their values and business. The relationship between LVMH and environmental protection is a long standing one, both natural and sustainable. As in any human activity, we use the air, water, and land around us. LVMH emphasizes that the environment is a form of capital that they are borrowing from future generations, and therefore protection, prudence and care for the environment is of the utmost importance. Louis Vuittons additional activities do not stop here. The Louis Vuitton Cup, the well known yachting race has proven to be a great success year after year.
Thereby reinforcing the fact that Louis Vuitton is an all rounded,resourceful company, “tapping” into every possible aspect of each individuals lifestyle, whether it be through its stylish fashions or its training programs for our youth of today.
COMMUNICATIONS OBJECTIVE AND STATEGY
The mission of the LVMH group is to represent the most refined qualities of Western “Art de Vivre” around the world. LVMH must continue to be synonymous with both elegance and creativity.
In the view of this mission, the five objectives that reflect the fundamental values of the company are as follows.
“To be creative and innovate”: The ability to attract the best creative talents, to empower them to create leading-edge designs.
“Aim for product excellence”: The company pays the closest attention to every detail and ensures utter perfection of its products. The company symbolizes the nobility and perfection of traditional craftsmanship.
“Bolster the image of our brands with passionate determination”: The group brands enjoy exceptional reputation. The power of the companies brands is part of LVMHs heritage. It took decades to build their image. Group companies exercise stringent control over every