Louis Vuitton

1.0 - Introduction

This report will identify a chosen fashion retailer brand and their marketing processes as well as their existing marketing P's. The fashion brand which is going to be explored will be Louis Vuitton including its background and their existing consumers. As this is a high-end luxury brand, it's always going to have competitors within the marketing area. As marketing can be seen in various ways, the techniques which each brand uses will also be compared with Louis Vuitton. However, fashion retail brands can always make room for improvement. These points will be covered to show progression and change for the brand which can benefit the consumer also. After completing the views on the existing marketing plan of Louis Vuitton, I will then discuss the new marketing plan which I have created to increase sales and product awareness. This will then lead to possible sale rises which will be effective for both retailer and consumer.

2.0 - Retailer Background

Louis Vuitton was born in 1821. In 1854, he opened his first store in Paris, which was lead to a store in London being opened 31 years later. These stores were making annually around $10 million which happened in 1977. By this occurring, from a slow start it created more stores being opened. By 1989, there were 130 Louis Vuitton stores located worldwide. The growth in popularity of Louis Vuitton was so great that between 1987 and 1988 profits rose by 49%. More stores followed in Beijing, Morocco, India, Russia and South Africa.

The first time Louis Vuitton entered the fashion world, they brought in their luggage collection. This is because this was when people were in the area of travelling more; Louis Vuitton created a large flat case, a steamer bag and a large overnight bag called Keepall. Their luggage range now contains travel accessories which can cater to any type of consumer. Louis Vuitton continued advancing his line and in 1888, he came out with the now signature Damier Pattern, which is a checkerboard of light and dark brown boxes, making a very classic and luxurious look. This wasn't the only product Louis Vuitton made as in 1896; the now famous monogram canvas was created by George, Louis Vuitton's Son. This print was so popular throughout the decades of Louis Vuitton, that in 2003 it was redesigned in multi-colour by Takashi Murakami and in 1999 in a miniature version of the print called Mini Lin Monogram. The line was originally created in the 12 classic styles, and over time Louis Vuitton decided to add to the classic monogram canvas. In 1924, he added the Keepall and in three different sizes, and then again in 1932, he added the Noe handbag. In 2004, the Damier Geant collection was launched, a canvas made from technical fibres identical to those used for climbing ropes. In 1998, another famous designer named Marc Jacobs joined Louis Vuitton as their Artistic