Louis Vuitton Brand Audit

Contents

1) Overall Presentation of Louis Vuitton 2

1.1 Historical background 2

1.2 Main figures 4

2) External evaluation 4

2.1 Main contextual elements: PESTL 4

2.2 Competitive environment 6

2.3 Consumer trends 6

3) Internal evaluation 7

3 .1Target consumers 7

3.2 Positioning 8

3.3 Brand Identity 10

3.4 Product strategy 10

3.5 Pricing strategy 11

3.6 Distribution strategy 12

3.7 Advertising strategy 13

3.8 Promotion, Public Relations and events strategy 14

3.9 International strategy 17

4. Final conclusions and recommendations 17

4.1 Final recommendations 17

4.2 SWOT Analysis of Louis Vuitton 19

References 20

1) Overall Presentation of Louis Vuitton

1.1 Historical background

1.1.1 History of Louis Vuitton

The Louis Vuitton House was created in 1854 by the young Louis Vuitton. At the middle of the nineteenth century, transportation emerged and the creator decided to create luxury trunks to make the journey easier. The theme of the trip is his inspiration. The first workshop was opened in Paris on Rue Neuve-des-Capucines. In 1870, his son George joined the company and began the international expansion of Louis Vuitton; he opened a boutique in London on Oxford Street in 1885, then in New-York.

The international development led to a big issue for Louis Vuitton: counterfeiting. In 1888, to fight against this problem, Louis Vuitton created the Damier Canvas Pattern where people could read “Marque Louis Vuitton déposée”. In 1896, the legendary monogram canvas was introduced and became the distinctive sign of the brand.

In 1914, the Louis Vuitton building opened on the Champs-Elysées and was the largest store in the world at that time. In 1933, the Louis Vuitton Speedy Bag was created.

In 1936, Gaston-Louis took over the company and later, Odile Vuitton and her husband who took Louis Vuitton and transformed the company into a multinational one called “Louis Vuitton SA”.

In 1978, Louis Vuitton opened its first store in Japan. At that time,