Competitive Advantage Of Louis Vuitton

Introduction Louis Vuitton (LOUIS VUITTON) is a French fashion house created in Franch in 1854. LOUIS VUITTON mostly famous for its craftwork leather bags and trunks. LOUIS VUITTON Also called as Louis Vuitton Moet Hennessy (LOUIS VUITTONMH) after merger with leading manufacturers of champagne and brandy Moet et Chandon and Hennessy in 1987. Louis Vuitton is one of the world most valuable luxury brands for a seventh consecutive year, which worth billions of dollars.
Quality craftsmanship, heritage, and history are key factors of success for the luxury brand. The LOUIS VUITTON brand and the famous LOUIS VUITTON monogram are also among the most valuable brand that creates competitive advantages. Japanese consumers are among the world’s biggest

Since most Japanese females are beauty-conscious, the LOUIS VUITTON design can help Louis Vuitton regain the profits and the market shares. Besides, in this case, providing limited editions is another good way to stimulate consumption.
Thirdly consumer’s loyalty in Japan, as it is stated in the case that Japanese consumers had been holding the desire for inexpensive luxury products from Louis Vuitton. LOUIS VUITTON can also use this opportunity to sustain profitability in Japanese market rather than just survive.
LOUIS VUITTON should strive to make “inexpensive” products by increasing the value of products, lowering the costs and prices, and finally creating high value for the consumers. As the scandal of counterfeit sold on the websites in 2008 led to a decline in the sales of Louis Vuitton products, it can be viewed as a valued opportunity for Louis Vuitton to establish its own online business since it can both add selling channels and empower the company to fight with

Japanese fashion luxury market contributes a lot to the success of LOUIS VUITTON. Japanese women were conscious to beauty and willing to purchase things that could be considered beautiful. Second, Japanese people are known for value and social status, they use luxury goods to express their social position.
Third, as to the social culture, Japanese seem to be influence by the norms. this case stated how Japanese buying habit is consistently under the effect of the large middle- class who has the preference on luxury products. Moreover, the prosperity of Japanese economy endows the consumers with high purchasing power. A large percentage of Japanese social structure consists of middle class, this made the products affordable to them.
Another specific of Japanese market, consumers have great demand of luxury product and are still rational since Japanese people emphasis much on product quality and affordability. This provides some luxury brands, which stress on the quality, such as LOUIS VUITTON great opportunity to capture the