Nothing speaks panache like a Louis Vuitton bag flaunting a glamorous logo. The brand’s high-end status is nothing but by the virtue of its owner’s marketing strategies which savour both, exclusivity and class. So let’s have a look at the same.
In 1854, Louis decided to open his own company. He started advertising his company and it became successful. He was known for great innovations in his work.
In 1914, Vuitton opened the biggest luggage store in the world on the Champs-Elysées.
To purchase a Louis Vuitton product a customer has to reach its personalized stores. The sale of these items is through limited channels of exclusive distribution.
Their decision to limit its distribution channel is done in order to make consumers feel that Louis Vuitton is such a valuable product as its stores are few in number.
They have employed a policy of integrity pricing strategy throughout its distribution network.
Louis Vuitton chooses to price itself in terms of value rather than monetarily, which is why they choose to mark its products at a very high level.
The company does not advertise on television but follow a policy of high profile advertisement in newspapers and fashion magazines.
Advertisements mainly consist of celebrities. This is done in order to target the effective component of consumers’ attitudes by allowing them to feel a certain emotional connection
Their marketing strategy helps them in reducing the intermediary costs that other brands face while selling through long channels of distribution.
