Louis Vuitton Malletier had a very modest beginning as a maker of flat canvas trunks in 1854 on Paris, Vuitton's high-quality

traveling trunks were such a hit that he had to expand his factory within a few years, relocating to in 1860. In the last quarter of the 20th century Louis Vuitton developed as a truly global brand: the first LV stores opened in Tokyo and Osaka in Japan in 1978, in South Korea in 1984, in China(1992), in Marrakesh (2000), in Moscow (2003), and New Delhi (2003. Louis Vuitton h a d a l s o b e c o m e a F r e n c h l u x u r y r e t a i l e r a n d p a r t of LVMH. By the late 20th century the LV label was applied to a wide range of expensive products,o t h e r t h a n t r a v e l g o o d s s u c h a s r e a d y - t o w e a r c l o t h i n g a n d o o t w e a r , w a t c h e s , s i l k scarves, pens and key holders. With a revenue of 10,292 million Euros, its about twice the size of Prada and Gucci Groups division. It has maintained double digit sales growth and the industrys fattest despite a global downturn.

. What started out as a luggage manufacturer is today one the most famous international fashion house, that offers leather goods, shoes, watches, jewelry, sunglasses amongst many other products. The current rise and following of Louis Vuitton is not a coincidence; it has been achieved through a unique and progressive brand marketing strategy. Creativity ,exclusivity, craftsmanship, precision, high quality, innovation and premium pricing are product attributes that not only give the consumer the satisfaction of owning expensive items but the extra-added psychological benefits of prestige and a sense of high status that reminds them and others that they belong to an exclusive group of a selected few, who can afford those items Louis Vuitton has successfully addressed the difficult paradox of the combination of exclusivity and availability and to appeal to many while appearing to be right for only a special few. LV has always strived for excellence, and exemplified that by hiring the best designers in the business, Marc Jacob is in fact the labels current Art director. They have been very clear in terms of their target segment; LV uses a demographic targeting strategy to target their customers Both men and women Age: ranging from young adults to seniors (22 65 years old) Income: around $6000 or above per month

The products they offer are fashionable, durable and exclusive , along with a lifetime repair guarantee service makes them.In fact ,according to the data from its distribution network No Vuitton bag is ever marked down, ever and this has been possible their quality benchmarks tests which among others includes testing just gtghe zip itself by tugging it open and shut about 5000 times.

Services: Louis Vuitton offers certain unique services such as customized , made to order products,Whether the preference is for particular leather or a certain type of lining, made to order variations fulfill the desire for individual leather goods

The pricing policy adopted by LV has always been Premium Pricing to re enforce their luxury image. Also, LV unlike other brands never holds any sales, instead price increases are more common. LV has thus maintained its position as an aspirational brand LV products around the world are either sold through their standalone showrooms, strategically placed on the high streets and luxury malls, or at counters in a few select department stores like Macys New York, Bloomingdales and Saks Fifth Avenue. Recently , the company added a single online retailer to sell some of its products The Louis Vuitton brand and the famous LV monogram are widely considered as one of the worlds most valuable and prestigious brands. This memorable logo is now synonymous with luxury, brilliance and indulgence, often worn by various celebrities as a fashion statement. Endorsements: Jennifer Lopez, Kate Moss, Uma Thurman, and Scarlett Johansson Louis Vuitton uses a variety of brand collaborations and alliances in order to penetrate existing as well as new markets, in the field of luxury goods. Examples of brand collaborations used by Louis Vuitton are co-branding; with the very successful operations involving several Hollywoodstars, ingredient co-branding; with the car seat-covers, sponsorship; with The Louis Vuitton Cup and Conglomerate; LVMH being the largest conglomerate in the area of luxury goods.

One French luxury goods customer told a business magazine: You buy into the dream of Louis Vuitton. Were part of a sect, and the more they pull their prices up, the more we come back.

L o u i s V u i t t o n i s proving to the world about its reputation on well known quality processes by differentiateits brand and product at one level above from other high class brands such as Gucci,Versaceetc. They ensure that quality and uniqueness in every stage of the processes,starting from the raw materials to finished product. They always introduce to the worldthe most perfect and unbeatable quality products to reach the target customers

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