The Marketing mix of Louis Vuitton analyses the 4Ps of Louis Vuitton, which includes the Product, Price, Place, and Promotion of Louis Vuitton. The Louis Vuitton, marketing mix framework, has helped the successful luxury fashion brand create a delicate balance between its marketing strategies and its premium brand image in the fashion industry. Efficient and friendly relations with the target audience are a must, and this is what the luxury brand focuses on.
The marketing strategy and marketing mix of Louis Vuitton analyzes the company. It covers the different elements of the 4Ps, like high-quality fashion products, the distribution channel strategy, integrity pricing strategy, and advertising strategy.
Louis Vuitton’s success can be attributed to its desire to meet customer demands and maintain its position successfully in the target market.
Table of Contents
About Louis Vuitton
- Origin Country: France
- Founder: Louis Vuitton
- Founded: 1854
- Headquarters: Paris, France
- Louis Vuitton Employs: 150,000 employees
- Annual Revenue in 2023: 75.973 billion USD
- Annual Net Income in 2023: 14.24 billion USD
- Brand Value in 2023: 23.4 billion USD
- Market Cap in 2023: 431.33 billion USD
A successful luxury fashion brand needs no introduction. Louis Vuitton is a fashion house of luxury goods. The LV monogram appears on Louis Vuitton products and depicts premium quality unparalleled in the fashion industry.
The world-famous brand deals in high-quality fashion products like leather goods, shoes, luxury bags, ready-to-wear, perfumes, jewelry, watches, books, sunglasses, and accessories. From 2006 to 2012, the luxury fashion house Louis Vuitton was named the “Most Valuable Luxury Brand in the World.”
Louis Vuitton merged with Moet Hennessy in 1987 to become LVMH, which now operates with the help of 75 brands and 60 subsidiaries like Marc Jacobs, Christian Dior, Fendi, Celine, Sephora Bul, gari, etc.
Target Market: Louis Vuitton’s Marketing Mix
The world-famous brand Louis Vuitton stands for specialized products with premium quality materials, high-end designs, and superb craftsmanship. The target audience is the fashion-conscious exclusive group of individuals who lead a luxury lifestyle and consider Louis Vuitton products as a style statement that will elevate their position in their social circle.
The Louis Vuitton marketing mix and marketing strategies focus on the upper class and rich women between the age group of 35 – 54 years as its primary target customers. The target market of Louis Vuitton includes the exclusive group of young females between 18 – 34 years who do not mind spending exorbitant prices for branded products.
Marketing Strategy and Marketing Mix of Louis Vuitton
The Louis Vuitton marketing mix and strategy have proved to be an essential tool for promoting glamorous luxury products to target customers in the fashion industry. Louis Vuitton applies various marketing mix strategies to boost the brand image, improve brand visibility, and develop efficient and friendly relations between the brand and the customers.
When you mention Louis Vuitton, it automatically brings to mind the picture of a luxury brand. There is a direct link between the marketing strategy of one of the most valuable luxury brands and the components of the Louis Vuitton marketing mix.
The luxury brand focuses on encouraging customers to buy Louis Vuitton items irrespective of exorbitant prices, ensuring the distribution network is spot on, keeping the cost price down to increase profits, and increasing celebrity endorsements in the advertising strategy to remain in the limelight.
Louis Vuitton Product Strategy
Louis Vuitton stands for the luxury lifestyle, premium quality products, and high brand visibility. The most valuable luxury brand is a French multinational Corporation. Specialized and experienced workers have worked day and night to create the ultimate handmade quality luxury goods revered by customers worldwide.
When you mention Louis Vuitton, it means exclusive products for a selective audience. The company does not cater to the common masses like other brands; instead, it ensures that all its merchandise is original and exceptional.
The marketing strategy and marketing mix of Louis Vuitton is focused on contemporary style, unique designs, innovative craftsmanship, and ultimate handmade quality material that consumers feel other brands are unable to match up with.
The luxury fashion brand Louis Vuitton’s success is undoubtedly because of its superior product offerings. It designs, manufactures, and sells luxury goods that are in high demand in the market.
Louis Vuitton Products (Product Mix): Louis Vuitton Marketing Strategy
Louis Vuitton’s policy is to offer the best possible products. It uses Monogram Canvas material and brown Damier on every Louis Vuitton item since the 19th century. Louis Vuitton applies the LV initials on all the products to make them instantly recognizable.
The most popular Louis Vuitton item is the LV Trunk, which is one of its kind in the market and considered genuinely iconic. Other popular products are the Neverfull bags, Speedy bags, and the limited edition bags available only through larger Louis Vuitton stores.
Louis Vuitton is a French multinational corporation. Specialized products of the luxury brand Louis Vuitton include the following product categories-
Leather Goods
The Louis Vuitton items in the leather category include belts, designer shoes, leather jackets, phone cases, bags, etc.
- CAPUCINES COMPACT WALLET
- ZIPPY COIN PURSE PADLOCK
Designer Shoes
Designer shoes are available for men and women, including sneakers, loafers, ballerinas, pumps, platform shoes, boots, sandals, slides, buckles, etc.
- LV BEAUBOURG ANKLE BOOT
- VENDOME FLEX DERBY
Ready-To-Wear
For women, the ready-to-wear includes coats, tops, jackets, dresses, swimwear, shorts, skirts, pants, and knitwear. The Louis Vuitton product offerings for men include coats, outerwear, jackets, blazers, shirts, pants, sweatshirts, polos, knitwear, and blazers.
- OVERSIZED BRAIDED BUTTON DRESS
- STRIPE ACCENT MONOGRAM PAJAMA PANTS
Fragrances
Fragrances include feminine, masculine, cologne, travel, and oriental perfumes
- CITY OF STARS
- IMAGINATION
Watches
- TAMBOUR TWENTY
- TAMBOUR SLIM VIVIENNE JUMPING HOURS
Accessories
Accessories include sunglasses, scarves, gloves, hats, ties, scarves, shawls, tech accessories, stoles, bag charms, exclusive bracelets, key holders, hair accessories, pocket squares, belts, etc.
- CYCLONE GRAY MARBLE SUNGLASSES
- MONOGRAM CLASSIC SHAWL
Jewellery
Jewellery includes earrings, rings, wedding bands, pendants and bracelets. The brand also offers High Jewellery and High Jewellery Collections.
- EMPREINTE HOOP, PINK GOLD
- LOUIS VUITTON SPIRIT – HIGH JEWELLERY COLLECTION
Handbags
Handbags include mini bags, clutches, chain bags, totes, cross-body and shoulder bags, leather bags and monogram bags.
- MINI DAUPHINE
- TWIST LOCK XL
Louis Vuitton, a renowned luxury brand, offers a diverse range of products.
The product mix of Louis Vuitton in 2023 is as follows (Source)
- Leather Goods: The cornerstone of Louis Vuitton’s product mix, this includes a variety of handbags, wallets, clutches, backpacks, and luggage pieces. Iconic designs like the Speedy, Neverfull, and Alma are well-known worldwide.
- Ready-to-Wear: Louis Vuitton’s apparel line includes high-end clothing for men and women. This range typically features coats, jackets, dresses, skirts, trousers, and knitwear, often showcasing unique designs and premium materials.
- Footwear: The brand offers a selection of luxury shoes for both men and women. This includes sneakers, loafers, boots, sandals, and high heels, often made from high-quality leather and featuring distinctive LV branding.
- Accessories: This includes many items, such as belts, scarves, sunglasses, key holders, and fashion jewelry. These products often feature the Louis Vuitton monogram and are famous for adding a touch of luxury to any outfit.
- Watches and Jewelry: Louis Vuitton has a line of high-end watches and fine jewelry. These items are known for their craftsmanship and elegance, often incorporating precious metals and stones.
- Fragrances: The brand has expanded into luxury fragrances, offering a range of perfumes and colognes for men and women. These fragrances are typically housed in elegantly designed bottles.
- Home and Lifestyle Products: This is a recent expansion, including items like books, writing instruments, and other home accessories, all designed with the distinct LV style.
- Limited Editions and Collaborations: Louis Vuitton is known for its limited edition collections and collaborations with artists, designers, and other brands, often resulting in unique and highly sought-after products.
Each category contributes to the brand’s luxury, exclusivity, and high fashion image.
Louis Vuitton Place Strategy
The place and distribution strategy in Louis Vuitton’s marketing mix ensures the global expansion of the brand and the spread of its product presence to most parts of the world, like China, India, Singapore, and London.
LVMH has 75 top brands and 60 subsidiaries like Louis Vuitton, Christian Dior, Marc Jacobs, Kenzo, TAG Heuer Fen, di, etc., that sell and promote glamorous luxury products to the target audience in prime locations. The subsidiaries of LVMH work independently under six branches: Wines and Spirits, Fashion Group, Selective Distribution, Watches and Jewelry, Perfumes and Cosmetics, and Other Activities.
Louis Vuitton employs an efficient workforce that uses Monogram canvas material to create luxury goods of the finest quality. The luxury brand Louis Vuitton employs nearly 150,000+ employees to efficiently deal with the target customers and maintain a fine balance between the products and pricing strategies.
The place and distribution strategy in Louis Vuitton’s marketing mix focuses on product placement, the distribution channel, and Louis Vuitton stores. There is a direct link between distribution strategy, distribution network, and the distribution channel. If all three are not up to the mark, then it will not be possible to send any Louis Vuitton product to the end customer efficiently.
Place and Distribution Strategy: Louis Vuitton Marketing Strategy
Louis Vuitton’s marketing strategy and marketing mix have ensured a vast distribution network and effective distribution channel so that the products can be easily transferred from the manufacturing plants to the end customers. The company’s distribution channels include Louis Vuitton Stores at prime locations, lease department stores in high-end department stores, standalone boutiques, and the e-commerce segment of the company website.
The distribution channel in the marketing strategy of Louis Vuitton –
Own Stores
Louis Vuitton’s policy is to market its products through its stores as this move will help control the product’s quality and cost price. Louis Vuitton stores can prevent counterfeit products from entering the distribution network through this move.
The stores are company-owned and operated, and the employees try to create a direct link between the brand and the customers.
Departmental Stores
Louis Vuitton is a valuable luxury brand that wants to bring customers to its high-end stores. Louis Vuitton’s marketing strategy includes selling the products through department stores. The brand also prefers to lease prime properties in high-end departmental stores.
Online stores
LouisVuitton.com is the company-owned official website where customers can view products, get detailed information, and order original products.
Louis Vuitton’s place strategy is as follows:
- Exclusive Boutiques and Flagship Stores: Louis Vuitton products are primarily sold through their network of exclusive boutiques and flagship stores in high-end shopping districts and luxury malls globally, ensuring a consistent and upscale brand experience.
- Selective Distribution: The brand does not use mass-market channels; instead, it opts for selective distribution to maintain exclusivity and control over its brand image and customer experience.
- Global Presence: Louis Vuitton has a solid international presence, with stores in major cities worldwide, catering to a global clientele and ensuring accessibility to a diverse customer base.
- Online Sales Platform: While maintaining the exclusivity of physical stores, Louis Vuitton also offers an online sales platform, allowing customers to purchase products from the comfort of their homes, catering to the growing trend of an online platform for luxury shopping.
- Controlled Expansion: The brand strategically expands its store network, focusing on sustainable growth and maintaining exclusivity rather than rapid expansion, ensuring each new store location aligns with its luxury image and market demand.
Louis Vuitton Pricing Strategy
Louis Vuitton is one of the most valuable luxury brands in the world. It sells branded products at exorbitant prices to an exclusive group of people who love to buy Louis Vuitton items. It is a renowned brand with a strong product positioning in the market.
Louis Vuitton’s marketing strategy and marketing mix ensures that the company’s pricing policies align with the product’s perceived value. The brand does not compromise on quality; hence, the price is high.
Pricing Strategies: Marketing Mix of Louis Vuitton
The marketing strategy of Louis Vuitton has ensured that the brand uses an integrity pricing strategy so that its products can maintain the exclusive tag without compromising on the prices. The company has adopted a premium pricing policy and a value-based pricing strategy to sell its products in the market.
Premium Pricing Policy
Louis Vuitton is a premium brand that sells quality products in the market. The marketing strategy ensures a premium pricing policy for its products because its customers are the upper-middle and elite class who do not have to worry about product prices. As the perceived value of the brand products is very high, this pricing policy has been a success for the company.
Value-Based Pricing Strategy
Louis Vuitton’s marketing strategy has adopted a value-based pricing strategy for some of the offerings sold through the company website. The brand does not offer discounts or have any sale periods. This ensures that the product prices are absolutely up to the mark. The value-based pricing strategy has helped the brand to maintain its exclusivity amongst elite customers.
Louis Vuitton’s pricing strategy reflects its status as a top-tier luxury brand and is crucial in maintaining its image of exclusivity and desirability. Here’s an overview of the key elements of Louis Vuitton’s pricing strategy:
- Premium Pricing: Louis Vuitton employs a premium pricing strategy, setting prices significantly higher than those of most competitors. This reflects the superior quality, craftsmanship, and exclusivity of its products and enhances the brand’s luxurious image, making its items coveted status symbols.
- Price Consistency: Louis Vuitton maintains consistent pricing across the globe to preserve brand integrity and value. This strategy helps prevent market dilution and ensures that customers perceive the products as equally prestigious, no matter where they are purchased.
- Dynamic Pricing: In specific markets, Louis Vuitton may adjust prices due to fluctuations in currency exchange rates, import duties, or local taxes. However, these adjustments are carefully managed to maintain the brand’s global image and customer perception.
- Limited Discounts and Sales: Louis Vuitton rarely, if ever, discounts its products. Sales are uncommon and typically only involve private events or discreet offers to select customers. This strategy reinforces the brand’s luxury status and helps maintain the high value of its products over time.
- Value Preservation: By controlling production and distribution and maintaining a strict anti-counterfeit policy, Louis Vuitton ensures that its products hold their value for a long time. This approach attracts consumers to view their purchase as an investment and maintains the brand’s exclusivity and prestige.
Through these strategies, Louis Vuitton successfully positions itself at the pinnacle of the luxury market, ensuring that its products are perceived as an ultimate symbol of fashion, luxury, and status.
Louis Vuitton Promotion Strategy
Louis Vuitton knows the importance of an effective advertising strategy. He has utilized most of the marketing tools to create strong brand awareness and visibility in the market.
The promotional and marketing strategy includes the following
Fashion Magazines and Billboards
Fashion magazines are quite popular amongst elite and upper-class individuals. Louis Vuitton’s advertising strategy highly focuses on print ads in fashion magazines and billboards. The brand has relied on stars like Andre Agassi and Steffi Graff for print ad promotion in fashion magazines.
Louis Vuitton Celebrity Endorsements
The brand’s advertising strategy is focused on celebrity advertisements to gain maximum spotlight worldwide. Some featured models, actors, mus and musicians are Angelina Jolie, David Bowie, Keith Richards, Madonna Kim, Kardashian, etc.
Traditional Media
Louis Vuitton’s advertising strategy has been somewhat modified in recent years as the company has decided to enter the world of cinema and television with a commercial, “Where Will Life Take You.” This ad campaign, directed by Bruno Aveillan, the French ad director, has been translated into 13 languages and is the company’s first-ever commercial.
Social Media Platforms
Louis Vuitton’s advertising strategy has taken the help of social media platforms like YouTube, Instagram, and Facebook to promote its content and maintain brand visibility.
Special Collaboration
Louis Vuitton’s marketing strategy ensures special collaborations as part of its advertising strategy. With Takashi Murakami, the brand launched the “Monogramouflage Collection,” with Kanye West, a limited run of shoes, and with Yayoi Kusama, the “Infinitely Kusama.”
House Ambassador
Lea Seydoux was appointed the company’s house ambassador in 2021. She wore a Nicolas Ghesquiere customized dress to the premiere of James Bond’s No Time to Die in London, creating a stir that resulted in a positive brand image.
Louis Vuitton Campaigns – Notable Digital Marketing Louis Vuitton Campaigns
Make A Promise
In 2016, in collaboration with UNICEF, Louis Vuitton started the campaign “Make A Promise” to support vulnerable children. Exclusive bracelets were created and sold so that the Revenue could help these children all over the world.
Cruise 2017 Show
Louis Vuitton featured a limited-edition bag collection online, including The City Steamer and The Twist. This show helped the company to generate huge traffic and, ultimately, profits.
key Takeaways from the Louis Vuitton Marketing Mix (4Ps)
Louis Vuitton is no longer a brand name but much more, as the initials LV are considered a status symbol. The key takeaways from the Louis Vuitton marketing mix and marketing strategy are-
- Ensure the brand gets maximum visibility
- Maintain the link with the customers
- Focus on quality products
- Make sure the advertising strategy reflects the brand name in a positive light.
Louis Vuitton’s promotion strategy is as follows:
Louis Vuitton’s promotion strategy is characterized by its focus on high-end marketing, exclusive celebrity endorsements, and innovative advertising. The brand leverages its rich heritage and luxury status through sophisticated advertising campaigns in prestigious magazines and high-profile digital platforms. Additionally, it collaborates with renowned celebrities and influencers for exclusive endorsements, enhancing its visibility and appeal among a diverse and upscale consumer base.
Some Recent Video ads and Print ads of Louis Vuitton are:
Liked this post? Check out the complete series on Marketing Mix
hi hitesh i didnt understand the black box model. and do u have pdf of all fundamentals of marketing management.
I will be writing an article soon on the black box model. And as of now, i dont have any PDF on the fundamentals of marketing management. I am in the process of writing the same.
Before writing about a subject on which you have a little knowledge you should work and do your job.
I believe that when I don’t know I don’t write. Check your text for content mistakes…There are too many.
Frankly its very easy to criticize by hiding behind closed doors. May i see your written works? You have not even given a URL even though i give that option in comment forms.
Ihave just worked many ,many years in this company and <i know a few things…But I am always surprised by people having a little knowledge and believing in this little knowledge. My experience in this Cie is something that youcan't understand, and I beleive that I can say that your article is full of mistakes.
By your logic. No company will ever launch anything because they should never make mistakes. Apple should not have launched Ipod 1 or Macbook 1 because it had glitches and problems. Reeboks initially footwear was not refined. Fords initially cars were very bad. And P.s – Have you paid for reading my articles? are you paying me for doing research for you? And again, comments behind closed doors. Please dont comment on my site again without contributing positively. Make the world a better place rather the contributing to negativity.
Years of experience, and all you have pulled off are negative comments on this website.
Your article was very helpful for my research project, thank-you!
Great article, helped me with my paper. It just misses referencing, e.g. “The company is said to have been following a policy of value based pricing strategy”. Is that your statement or did LV make this statement?
Kind regards, Vanessa
Very helpful. However, they do sell items In department stores like Selfridges and Harvey Nichols. Quite misleading in some areas. Maybe provide references next time to prove your content is credible.