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Brands & Branding and Private Labels Case Study
Case Title:
Louis Vuitton: The Making of a Star Brand
Publication Year : 2004
Authors: Devangana Sisodia, Sumit Kumar Chaudhuri
Industry: Retailing
Region:France
Case Code: BBP0003
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Louis Vuitton (LV), the trendsetter in manufacturing high quality expensive leather accessories and cases, is the most profitable luxury brand in the world. After Marc Jacobs took over as the Creative Director of LV in 1997, its brand image underwent a complete transformation. By 2004, LV was bringing in 60% of LVMH's US$2.47 billion operating profits and was much ahead of its competitors like Gucci, Richmont and Prada.
Pedagogical Objectives:
- To discuss the strategies that Louis Vuitton adopted to upscale its image and metamorphise itself into a star brand.
Keywords : Louis Vuitton(LV); LVMH (Moet Hennessy-Louis Vuitton); Star brand; Branding strategy; Brand development; Luxury brand; Marc Jacobs; Innovations in the material used by Louis Vuitton; LVMH sales in 2003; Growth Strategies Case Study; LVMH sales by Business Group
Contents:
- Introduction
- Louis vuitton: the heritage
- LV's branding strategies
- Exploring the future
- Innovations in the Material Used by Louis Vuitton
- Louis Vuitton: Chronology
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