In terms of product offerings, Louis Vuitton offers the utmost craftsmanship. Contrary to popular belief most Vuitton bags are of canvas material, not leather. The canvas, designed by Louis Vuitton himself, is coated in layers of shellac for waterproofing purposes. The products represent luxury, therefor, enticing consumers to purchase enhancing their ideal self- image, making their lives a tad- bit more luxurious.
Among it's 2,468 retail stores, Vuittons are strategically placed in cities and countries with pockets of wealth. They are continually growing in the Asian- Pacific market, as the mainland Chinese stimulate the majority of Vuitton's revenue. They are currently focusing on improving the art of luxurious retail experiences by improving the size and aesthetics of their current locations.
Vuitton's products are greatly recognizable to many, that their promotional strategies veer on the side of simplicity. Louis Vuitton print ads lack verbage stating "Louis Vuitton". Their ads tend to feature celebrities- these celebs are esteemed individuals to the general public, Vuitton uses this to their advantage. The ads are done extremely tactfully by various renowned photographers, like Annie Leibovitz, Mert Atlas, Marcus Pigott, and Patrick Demarchelier. The ads all exhibit beauty and an air of a desired lifestyle people feel Vuitton will grace them with. They are geared towards many different demographics, below are some examples:
Jennifer Lopez, actress, model, singer/songwriter.
Angelina Jolie actress, humanitarian, and Goodwill Ambassador.
Filmmaker Francis Ford Coppola, author and director with daughter Sofia Coppola.
Mikhail Gorbachev, former Soviet Union President Mikhail Gorbachev.
Kate Moss, Model.
The prices of Louis Vuitton products usually inflate every few years. They never offer discounts, deals, or sales. There is an enormous fluctuation in various price points within their stores. They offer a "lower" end of small leather goods, and certain designs enabling the general middle class the attainability to own the products. Thus increasing their overall revenue due to the availability they allow to many different social classes.
The elevator in the Paris Louis Vuitton is completely black, it lacks any signals, lights and sound. When the doors open the consumer is open to every element Vuitton has in store for them! The presentation within Vuitton stores is consistent; always catering to people senses. The aura, display, and vibe in the stores are always synonymous to each other, creating a consistent shopping experience for the consumer. One can expect the same atmosphere, display, and personalized service from every Vuitton store across the globe. By consistently maintaining an aura of prestige in their stores, it builds confidence in the shopping experience for the consumer. The consumer is more at ease spending top- dollar for a piece when they feel they are getting top- notch service to accompany it. Vuitton stores do not just provide a retail transaction, but a retail experience. The experience is provided by the well trained sales personnel, who when faced with a potential buyer, help to make the purchaser feel good about their decision thus enforcing the final step: buying.
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