Professional Documents
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$4,000,000,000
$3,000,000,000
$2,000,000,000
Top Brands: Louis Vuitton, Fendi, Dom Prignon, Tag Heuer, De Beers
Top Brands: Yves Saint Laurent, Gucci group (Bottega Veneta, Balenciaga, Gucci), Puma
$2,575,190,782
$1,000,000,000
CAMPAIGN OBJECTIVES
Expand the target market Satisfy the emotional needs of current and prospective customers for status and luxury Increase revenue
CAMPAIGN OBJECTIVES
To refresh and reintroduce this 150-yearold brand Keith Richards as a rock music legend and Madonna as an international icon
targets a broader age demographic of their target audience
Safety needs
The PSSP hierarchy of needs as it pertains to the Louis Vuitton target audience.
Psychographic variables
Behavioristic variables
benefit expectations brand loyalty
EVIDENCE OF RESULTS
Still #1 in luxury industry Fashion and leather goods division accounts for thirty-five percent (35%) of the companys $8.4 billion total divisional revenue Sales in the fourth quarter of 2008 rose 6% to 7% Reputation has catalyzed its sustainability during difficult economic times
EVIDENCE OF RESULTS
High amount of brand recognition and brand resonance
cult-like circle to which Louis owners belong
The luxury industry has only been phased slightly by the sluggish economy Celebrity advertisements maintain favorable consumer perceptions Opening new boutiques
REFERENCES
"Luxe
Strategy: Luxury Brands Using Social Media". Fashionably Marketing. November 12, 2009 <http://fashionablymarketing.me/2009/10/luxury-brands-social-media-marketing-strategies/>. Scott, Lesley. "Fashion Tributes". November 12, 2009 <http://fashiontribes.typepad.com/fashion/2009/11/louis-vuitton-celebrate-150-years-of-fabulouswith- charity-bags.html>. Bowser, Jacquie. "OgilvyOne scoops Louis Vuitton global digital accout". Brand Republic. November 1, 2009 <http://media.asia/Newsarticle/2009_10/OgilvyOne-scoops>. "LVMH Moet Hennessy L.V. (LVMUY)." Wikiinvest. 2009. Web. 6 Nov 2009. <http://www.wikinvest.com/stock/Lvmh_moet_hennessy_L.V._(LVMUY)>. Wendlandt, Astrid. "WRAPUP 1-Hermes, LVMH bring relief to luxury sector." Reuters. 6 Feb 2009. Web. 7 Nov 2009. <http://www.reuters.com/article/rbssRetailDepartmentStores/idUSL62805520090206>. Gumuchian, Marie-Louise, and Mathilde Gardin. "Louis Vuitton "very optimistic" on Christmas sales." Reuters. 7 Oct 2009. Reuters, Web. 7 Nov 2009. <http://www.reuters.com/article/ousivMolt/idUSTRE5963VL20091007>. Marketer Trees 2009. Advertising Age. Web. 18 Nov. 2009. http://adage.com/marketertrees09/. http://stylenews.peoplestylewatch.com/2009/06/30/sneak-peek-madonnas-fallwinter-louis-vuitton-ads/ http://www.customerthink.com/blog/louis_vuitton_effective_experience Images courtesy of: http://dgimanagement.com/blog/wp-content/uploads/2009/07/louis-vuitton-madonnafall-winter-2009-ad.jpg, http://worldclassshitty.files.wordpress.com/2009/08/keith_richards1.jpg, http://earsucker.com/wp-content/uploads/2009/06/madonna_louis_vuitton_new_campaign_ad.jpg