Louis Vuitton
Louis Vuitton Malletier commonly known as Louis Vuitton or by its initials LV, is a French fashion house and a luxury goods company founded in 1854 by Louis Vuitton. The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books. Louis Vuitton is one of the world's leading international fashion houses. It sells products through standalone boutiques, lease departments in high-end departmental stores, and through the e-commerce section of its website. For six consecutive years (2006–2012), Louis Vuitton was named the world's most valuable luxury brand.
Since the 19th century, Louis Vuitton trunks have been made by hand. Iconic bags of Louis Vuitton include the Speedy bag and Neverfull bags. Each season Louis Vuitton produces rare, limited edition bags that are generally only available by reservation through larger Louis Vuitton stores. Many of the company's products utilize the brown Damier and Monogram Canvas materials, both of which were first used in the late 19th century. All of the company's products exhibit the eponymous LV initials. The company markets its product through its own stores located throughout the world, which allows it to control product quality and pricing. It also allows LV to prevent counterfeit products from entering its distribution channels. In addition, the company distributes its products through the company's own website, LouisVuitton.com.
Louis Vuitton segments the market demographically based on age, sex, and disposable income. Louis Vuitton uses psychographic segmentations such as lifestyle and motives to further identify its target market. For instance, Louis Vuitton targets jet setters, trendsetters, and those who pursue prestige. Louis Vuitton segments consumers by usage; specifically targeting heavy users. Buyer information is collected at the point of sale and stored in a database. Heavy users are sent seasonal catalogs as well as invitations to purchase exclusive product collections to encourage repeat sales and brand loyalty.
Louis Vuitton has been awarded the Butterfly Mark by Positive Luxury for excellence across areas of innovation, social and environmental practices, governance, and philanthropy. Positive Luxury’s mission is to inspire people to buy better and influence brands to do better. The company awards the Butterfly Mark to luxury brands that are committed to sustainability, helping consumers shop with confidence.
Some outstanding positive points of the brand:
- Distinctive, high-end products
- Compete on quality
- Target heavy users
- Market leader in sunglasses
Brand origin: France
Website: https://www.louisvuitton.com/
Revenue: $14,858M (2021), $16,479M (2020)
Photo origin: Google.com
