Louis Vuitton's products are undeniably recognizable to the general public. Whether or not a person owns, admires, despises, or cannot afford to buy Vuitton, nine times out of ten they can recognize a Vuitton product from a mile away.
The products Vuitton manufactures are of the utmost quality, ensured by warranty. Their brand is worth more than Tiffany, Fendi, Cartier, Rolex & Chanel combined. Their products are only sold thought its own superbly run boutiques with a no discounting policy (last sale in 1986).
With multiple collections under their brand umbrella, Vuitton represents a lifestyle. Through their branding and marketing strategies, they have made the idea of lifestyle brand quite desirable. One can shop for handbags, luggage, small leather goods, shoes, ready to wear, watches, fine jewelry, books and stationary, and can add personalized monograms to any leather good.
Their branding is genius, most recently they have felt that travel has lost its romanticism. Using this idea that traveling has fell short of a romantic experience, they decided to make a statement. Starting In 2007, Vuitton started showcasing their roots as a luggage maker using people who represent their core values as a company in their print ads. Colin Mitchell oversees Ogilvy's Global Strategy and Planning Group, which handles some of the world's most famous brands, including Louis Vuitton states:
"We use Sean Connery, Keith Richards, Bono. These are famous travelers. They're more aligned with where we want to take the brand." He goes on to say, "We talk a lot about roots and wings...We need roots, a back story, but also we need wings to stretch forward into the future."
This idea of a solid vision enables Vuitton to be the most valuable luxury brand. The products represent so much more than wealth and materialism, it holds a high standard representing those who are (or would like to be) perceived as cultured and well traveled.
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