ACKNOWLEDGMENT

In this report, I will analyze and describe one of the most prominent brands in the world, Louis Vuitton. In more detail, I will explain the overall marketing strategies applied and why those strategies are used for their company. Also, their segmentation and I will identify the 4P’s and analyze their marketing approach respectively and why it is related and used.

INTRODUCTION OF LOUIS VUITTON

One of the leading luxury brands, Louis Vuitton exhibits quality, fashion and wealth. It is a company known for its finest products, which includes its iconic handbags, unique dresses, wallets, designer shoes, leather goods, sunglasses, jewelry, exquisite watches and other fashion accessories.

Brief history; its store was first opened in 1854 in Paris, which sold handmade luggage and trunks that oozes quality and uniqueness. Their recognizable design of Monogram and Damier canvas materials was introduced since the last 19th century and is still featured to this day and is one of its classic and iconic designs. The most notable characteristic of the canvas is though the canvas itself. The revolutionary LV’s coated cotton canvas at the time was a statement of uniqueness, which differentiated LV from its competitors.

Moving on the 20th century, LV continued to expand internationally making a breakthrough in the fashion world in the 1950s with statistics growing and reaching 10 million in sales by 1977. Furthermore, in 1987, they enhanced their status by