Luxury brands use their reputation, costs, materials, or other factors to reach their target audience. Luis Vuitton’s target market is those with a high-purchasing power, and it uses a marketing strategy that tailors to luxury standards. So, if you are wondering what is Louis Vuitton’s marketing strategy? BluCactus is here to help.
What is the public of Louis Vuitton?
To understand the objective of this brand’s actions, we must know a little about its public. In general, the crowd of this brand consists of people with money, predominantly women.
With the demand for exclusivity from its customer base and high purchasing power, consumers are willing to pay the price of its available luxury products to make a statement.
However, it is essential to highlight that there are people who, without sufficient funds, read fashion magazines.
In this case, ignoring products like this luxurious brand is impossible. As a result, these people with a lower budget buy products from the most accessible categories belonging to this luxury firm.
What type of marketing does Louis Vuitton use?
To talk about Louis Vuitton’s marketing strategy, it is essential to highlight that this brand is based on four very particular points:
Proud of its prolific heritage as a world-recognised luxury brand, Louis Vuitton highlights its iconic status regularly through its marketing strategy. Similarly, to achieve this goal, it is responsible for projecting said heritage through the high price of its clothing and other products.
Haute couture brands like these are characterised by offering unique items created using exclusive materials, which, in turn, become a great differentiator for each of their products and their competitors.
By creating products using exclusive materials, it is common to limit the availability of their products, either through limited production or by restricting distribution to select boutiques or high-end department stores.
What is Louis Vuitton’s marketing strategy? High-end consumers
With exclusive and expensive products, Louis Vuitton’s consumers include wealthy individuals, celebrities, and high-net-worth individuals willing to pay a premium price for the brand’s products.
In recent years, Louis Vuitton has expanded its product offerings to appeal to younger and more diverse audiences by creating a more substantial online presence and collaborating with appealing celebrities.
In recent years, Louis Vuitton has also created patches that can be personalised with a customer’s initials or a custom design, allowing customers to create a unique and individual product. These personalised patches can be added to bags, wallets, and other accessories, making them a popular choice for customers looking to add a personal touch to their Louis Vuitton products.
What is Louis Vuitton’s positioning strategy?
Brand positioning has become an essential topic of discussion in today’s business world. In order to succeed, brands must have a strong web presence and rank highly in search engine results when customers search for products to purchase online. This is why all brands strive to appear at the top of search engine rankings, as it greatly influences a customer’s decision to purchase.
Consequently, each of the luxury brands carries out the actions that they consider to be useful for their positioning. In the case of Louis Vuitton, we could say that they have been guided by specific strategies to stay in the first place:
What is Louis Vuitton’s marketing strategy? The product
By offering highly luxurious, beautifully crafted, and functional products, Louis Vuitton gives the consumer a sense of prestige.
With stores famous for creating a unique and luxurious retail experience for their customers, Louis Vuitton’s visually stunning stores provide a high level of personalised service. Since they have embraced e-commerce, customers can take advantage of fast and convenient delivery options.
What is Louis Vuitton’s marketing strategy? Advertising
Communication and advertising have always been the critical focus in maintaining the brand’s luxurious and aspirational image
Key elements include:
- High profile campaigns
- High-end print and digital
- Product focused advertising
- Brand image advertising
- Sponsorships and events
With a cutting-edge website and content, Louis Vuitton caters to its specific audience with the use of:
- User-friendly interface
- Personalised recommendations
- Virtual try on
- Multiple payment options
- Fast and secure shipping
- In-store pickup
This easy-to-use interface maintains the company’s exclusivity, even when processing a purchase.
What is Louis Vuitton’s marketing strategy? The relationship with people
People’s opinions matter for luxury brands. Louis Vuitton knows that very well, so much so that this has been one of the first brands to use social networks to maintain a better connection with its target audience.
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