COMPETITIVE ADVANTAGE OF LOUIS VUITTON

COMPETITIVE ADVANTAGE OF LOUIS VUITTON

What is the first thing that comes up in your mind when you hear about the brand Louis Vuitton? Most definitely “luxury brand with exclusivity”. Let’s look at how this luxury brand got its competitive advantage.

Louis Vuitton represents the most refined qualities of Western "Art de Vivre" around the world. LV continues to be synonymous with both elegance and creativity. Their products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.

LV values to be creative and innovative; aims for product excellence; it bolsters the image of their brands with passionate determination; it act as entrepreneurs and strive to be the best in all they do.

Rich history and culture

Louis Vuitton is one of the oldest fashion houses in the world, easy recognizable by its logo LV and monogram canvas. The exceptional high quality, innovation, craftsmanship, the association with art and architecture define the strength of Louis Vuitton.  The brand has an international wealthy clientele, including celebrities and VIPs.

Not only is Louis Vuitton one of the most well-known fashion boutiques in the world with one of the richest history, it is also one of, if not the most legendary of fashion houses in the world.

Superior Craftsmanship

Louis Vuitton is known for using high quality raw materials in all of its products, the company has an empowering position to observe its products quality by marketing them through its own stores all over the world. Since the founding, the products are made by for years the company paid far more attention to product design, craftsmanship and image. Louis Vuitton is one of the few fashion brands that lead the avant-garde of fashion without compromising traditional craftsmanship. This is evident in their individually hand crafted products which makes them different among its competitors in the industry. They use exquisite materials; they pay attention to fine details.

Largest luxury brand with exclusivity

Their search for excellence go well beyond the simple quality of their products: it encompasses the layout and location of our stores, the display of the items they offer, their ability to make their customers feel welcome as soon as they enter their stores. All around them, their clients see nothing but quality. The high prices commanded by Louis Vuitton products is justified not only by its superior quality but also by the high degree of scarcity and exclusivity, evident in their “no discounts or promotions” as well as “immediate disposal of defective products” policies.

Strong presence in leading commercial hubs

In each of the elements of their communications with the public (announcements, speeches, messages, etc.), it is the brand that speaks. Each message must do right by the brand. In this area as well, there is absolutely no room for compromise. Louis Vuitton commands a strong brand identity and image in the world’s leading financial hubs such as China, Japan and Hong Kong, which incidentally also has the highest concentrations of high net worth individuals, with loyal customers in Europe and the United States. Its products are available in its own exclusive stores and through Louisvuitton.com accessible anywhere in the world. LV offers also services for custom made products.

References:

http://us.louisvuitton.com/eng-us/homepage

http://www.ukessays.com/essays/marketing/market-and-company-analysis-of-louis-vuitton-marketing-essay.php

http://juliet7981.blogspot.com/2012/08/chapter-1-history-and-mission-statament.html

http://en.wikipedia.org/wiki/Louis_Vuitton