17th July to 23rd July - Weekly Blog: Library Research ( Brand Strategy)

Dear,
This week I was mostly researching about their brand strategy:
And after picking several reference tighter I came to the finale outcome:

Moët Hennessy CEO Bernard Arnault recently told the Financial Times, “What interests me is that in 15 years’ time, Louis Vuitton is still the leading luxury brand.” Louis Vuitton has been reinforcing its position within the high-end segment of the luxury market and balancing its massive global presence with the objective of leveraging luxury and exclusivity. To prevent the risk of overexposure, the brand is concentrating on limiting its own visibility. The monogrammed product that has helped Louis Vuitton to attain its strong status with global consumers is becoming synonymous with accessible luxury. The 2015 LVMH “Les Journées Particulières” event allowed the Louis Vuitton brand to highlight its craftsmanship. The brand has also been focusing on satisfying consumers’ desire for customization and has succeeded in expanding its position in the fast-growing timepieces market and jewellery. LV launched in 2016 its exclusive LV fragrance from Master Perfumer Jacques Cavallier-Belletrudr, as well some new stores, with openings limited to key countries. Additionally, Louis Vuitton has opened two new iconic stores. One is dedicated exclusively to luxury jewels and is located in Place Vendôme and the second is its first “Cabinet d’Écriture” on the Place Saint-Germain-des-Prés in Paris, constructing deeper and more substantive engagement and storytelling around the art of writing. The brand recorded outstanding results because of its ability to move into a more high-end segment of the luxury market.


Reference 
Book:

Pasols , P. (2013) Louis Vuitton, New York: Abrahams.

Collins, R. (2014) Louis Vuitton 31 Success Secrets Australia: Emereo

Link: 

http://intranet.vuitton.lvmh/wps/myportal/corporate

https://4f113295-a-62cb3a1a-s-sites.googlegroups.com

https://core.ac.uk/download/pdf/46883216.pdf