Marketing Plan Fall 2011

1. The Mission Statement for LVMH says:

The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.
In view of this mission, five priorities reflect the fundamental values shared by all Group stakeholders:
- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Act as entrepreneurs
- Strive to be the best in all we do

2. The concepts of Louis Vuitton relates to its target market through a number of outlets. Modern day Louis Vuitton has embraced new innovations, they have stayed true to their roots since 1854 as trunk-makers. Because the product speaks for itself, Vuitton's advertisements are solely used as a reminders.

Louis Vuitton capitalizes on the idea that all income levels want to purchase their brand. There tends to be two types of groups that buy Louis Vuitton. One being people who want to differentiate themselves and their wealth buy wearing the brand. The other tends to buy Vuitton because the referenced group serve as role models to the idea of wealth.

Vuittons ads target both of these groups. Their ads exude minimalism, luxury and affluence. Because the brand has such recognizable qualities, sometimes the name "Louis Vuitton" is not posted. Their products act as representation of the name. The ads work in allowing their target market to relate to the messages that are conveyed with social identity an status.

3. SWOT Analysis of Louis Vuitton

Strengths: The Louis Vuitton name is a strength in and of itself. The name is a world wide brand that is sought after by many. Competing on a luxury level, the products quality is high, and Vuitton stands behind and guarantees their products quality. The company works to constantly improve their retail locations, in addition to strategically choosing their next locations.

Weaknesses: The first thing that comes to mind when thinking of Vuittons weaknesses is the price point of their product. Vuitton uses this to their advantage. Their price point enables the wealthy to by their products that distinguish themselves from others. While the others work to attain the products that will make themselves similar to the wealthy. 

Opportunities:  Louis Vuitton is always looking for new growth opportunities. Whether it is within their retail sector, human resources, or their commitment to giving back to society. All of these improvements help to expand the company name making them more profitable year by year. 

Threats: Louis Vuitton's major threat right now is Hermes. LVMH owns 21.4% of Hermes' shares. LVMH would love to acquire Hermes, a family owned company, into its group. However, Hermes refuses. Although Vuitton is the most valuable luxury brand, beating Hermes and Gucci, Hermes also holds a prestigious name that LVMH wants to acquire. 

Marketing objectives

 1.)  Be creative and innovate
 2.)  Aim for product excellence
 3.)  Continue to uphold the image the brand
 4.) Act as entrepreneurs
 5.) Strive to be the best

4. Describe and analyze Louis Vuitton retailing activities.

Louis Vuitton's retailing activities are kept to a minimum. With the lack of sales and promotions, the store never changes or falls into disarray. Their target market is those of affluence and/or those who seek it. With this type of clientel customer service must be top notch. Sales associates work to keep personal relationships with customers greeting by name and sending follow up mail to ensure the product is being enjoyed! The locations of Vuitton stores are in areas of wealth. Throughout the United States, Vuitton is located in precise areas that attract a wealthy crowd. Shopping malls and stand alone stores are among their locations. Their global Flagship store is located on  the Champs-Élysées in Paris.

Their flagship store in New York City, located on 57th and 5th is prime retail space. The store is surrounded by every major luxury brand, attracting shoppers and tourist. This Vuitton location is notorious for their window displays. When walking by the Vuitton store one can always find a crowd "oo-ing and ahh-ing" at their spectacular windows. This is the most promoting Vuitton engages in. Here are some examples:

                                                                         Windows from Feb 2011
                                                                                                  Windows from Feb 2011

Feb 2009 Stephen Sprouse incorporates the designers flower motifs and was timed with the release of the Stephen Sprouse book.

My Favorite time in NYC, Christmas. This window display was featured in both the November 2007 Issue of Vogue UK and the February 2008 Issue of Wallpaper as winner of the window of the display of the year at the 2008 Wallpaper Design Awards. 

5. Draft a magazine advertisement.


She is a Vision...
                                  Audrey Hepburn 1960 with her Speedy 25 
Timeless. Classic. Refined
The Speedy 25

Travel light and store your memories in your bag. 
A passport and a Speedy is all you'll need. 

Implementation and Vision for Holiday Promotion:
Customers are automatically entered in a contest for the chance to win a holiday coin purse with the purchase of a Speedy. Dec 1st to Dec 31st 2011.
This year Louis VuittonVuitton. These bags are attainable to a middle class families. With the chance to win a holiday coin purse with the purchase of a Speedy, traffic within the 5th Avenue store will increase. Thus increasing sales. 
The limited edition coin purse (not available to the general public) will be available to all skaters when they provide their ticket stub from the sponsored event.  Coin purse will also be available for purchase in multiple sizes and colors. All priced under $500.00. 
During this time, Vuitton 5th avenue will stay open past normal hours to ensure that all skaters can head to Vuitton after they're finished. 
The banner is as follows:

Happy Holidays from Louis Vuitton!
Purchase any size Speedy bag and enter to win a limited edition holiday coin purse! ($500.00 value)
Provide your ice skating ticket stub for the option to purchase. 
Dec 1st 2011- Dec 31st 2011

7.                                           Integrated Marketing Communications 

Louis Vuitton recognizes the importance of social media. Although certain events are exclusive to the select few, fans worldwide are able be included in the brand! Vuitton continues to be progressive- by engaging fans thought multiple avenues, Vuitton stays present in keeping fans in the know, even if they are not potential customers. 

Via Social Media
For the opening of the London Flagship store on May 25th 2010, Vuitton created quite a hype on the internet. They invited the world to watch opening night live on the internet! They did this in multiple ways:

1. Facebook: Through their facebook fan page, they began releasing small amounts of information regarding the red carpet event. They also created an event on facebook with the option for fans to RSVP "attending", "maybe attending" or "not attending"- just like any other event page on facebook. 

2. Twitter: On its Twitter page, Vuitton kept followers up to date by tweating about the red carpet event.

3. YouTube: Below is a YouTube video interviewing celebrities and fashionistas about the New Louis Vuitton Bond Street Maison location. 

 4. Via Direct mail: Through catalog books, Vuitton displays new concepts and ideas through art. The photographs used in these books display the products in a new light. Their book mailings include, but not are not limited to, Valentines day, Cruise collections and Holiday.
Those who are on the Louis Vuitton mailing list have recently received the 2011 holiday catalog. This years catalog is circus-themed.

5. Print Ads: Vuitton print ads are a huge medium. They are run throughout the year and are featured in multiple high end publications. They are always on the back cover, or in the inside cover of the magazine. The ads are of their high fashion campaigns, or, most currently, include the "core values" campaign- depending on which is fitting for given publication. 

8.                                     Projection of Louis Vuitton's  future for 2012

Louis Vuitton continues to bring new and innovative ideas to the table. For their Resort 2012 collection, the fashion house brought in Sofia Coppola. Vuitton's design director, Julie De Libran worked with Coppola at the Venice Film Festival last year, and decided to bring her into the house to collaborate on a full collection. 

In the article, De Libran speaks highly of Coppola, “She’s had a Parisian experience. With Louis Vuitton, I think it’s so great to understand the spirit and beauty of the city. She has an effortless, casual chic. It’s what people want to wear.”

Continuing on the topic of fashion, shows from previous years have consisted of fashion trends borrowed from the male wardrobe. Boyfriend jeans and military-inspired gear have been on the women's runway. This year shows like Vuitton's for the Spring and Summer 2012  returned with high glamor and femininity. 

The following images were pulled from and show the evolution of the brand's past three Spring and Fall Ready-To-Wear collections. 

Spring 2010, Jacobs summarized the collection, "about travelers—the movement that came after punk. Then we were thinking about hiking, trekking, and then denim and parkas—city utilitarianism."

Spring 2011, backstage Fashion Direction, Marc Jacobs was talking about Art Deco, Art Nouveau, orientalism, and the first designer he ever worked for, Kansai Yamamoto. "Basically, I didn't want anything natural," he said. "I wanted everything overly stylized."

 According to  Last season's fetish-y rubber boots sold 2,000 pairs in the first week they were available, Jacobs reported, but he was ready for a change nonetheless. "After the hardness of Fall, we wanted something gentle and kind, fragile but strong, too." 

Fall 2011

Spring 2012

The constant evolution and innovative spirit of the brand will continue to keep the brand on top. 

9.  In 100 words summarize a clear and actionable strategy for long-term success for your product, using the elements we’ve studied this semester.

Louis Vuitton remains the jewel of LVMH. The exclusive luxury brand it continues to grow, Vuitton had its second straight year weighing in at No. 17 on theBusinessWeek/Interbrand list of Best Global Brands. Vuitton continues to  expand into regions with growing numbers of wealthy customers, such as India, Japan, and China. The brand stays stays fresh and innovative by collaborating with artists, hip museums, and other cultural organizations. 
 They continue to honor their tradition suitcases by making them the same way as they did in the 19th century, as well as moving forward with the times and collaborating with contemporary artist such as Marc Jacobs and Takashi Murakami. I believe Vuitton will maintain their reputation and continue to grow as a company as long as it stays true to its roots, and are able to conquer the threat counterfeit replica products by maintaining the quality of their products that only they can produce.