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Louis Vuitton Enhanced Brand Presence Via Social Media Channels

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Louis_Vuitton_Logo.svgAbout Louis Vuitton

Louis Vuitton Malletier who is also referred as Louis Vuitton is a French Fashion House who founded the Luxury Brand Louis Vuitton in 1854. On most of its products the monogram LV appears. The products range from leather goods like shoes, wallets, jewellery and many accessories.Louis Vuitton comes under the top most international fashion houses and is leading from past may years. Louis Vuitton sells their products via online and offline modes. Their products are available in high-end department stores and standalone boutiques. It also has an ecommerce website.

From the year 2006-2012, Louis Vuitton was named one of the most valuable luxury brand.It’s valuation in the year 2012 was US$25.9 billion and it’s sales in the year 2013 was around US$9.4 billion. Louis Vuitton at present operates in around 50 countries with more than 460 stores worldwide.

Business Objectives 

Louis Vuitton is run by a company named Louis Vuitton Moet Hennessy (LVMH) which is a French Multinational luxury goods conglomerate  formed in  1987 after the merger of Louis Vuitton with Moet Hennessy which is a cognac manufacturer.

The business objectives of the company are:

  • To represent the most refined qualities of products around the world.
  • To be creative and innovative.
  • Strongly aim for product excellence.
  • To strive to be the best in what they do.
  • Product should be unique from others.

The overall objective of Louis Vuitton is to give the people taste of the qualities of Art Of Living.

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Approach

Louis Vuitton has enhanced it’s brand presence via social media channels.

One of the objective of Louis Vuitton is to represent Luxury Life and to achieve this they have to showcase both Elegance and Creativity.

Louis Vuitton has used famous actors,models, musicians for their advertising campaigns.One of the recent campaigns of Louis Vuitton “Make A Promise” has left an impact. They have partnered with UNICEF to help the vulnerable children around the world mostly children exposed to diseases, conflicts, natural disasters, malnutrition, etc. UNICEF has partnered with Louis Vuitton to raise funds around the world.In the video they have involved famous celebrities.

Louis Vuitton has designed a special pendant and a bracelet to help the children.For each sale they are donating $200 to UNICEF for the cause.In the campaigns they have involved famous celebrities and used all the social media channels to promote it.They have not only used Facebook for their promotions, they have also used Twitter,Instagram and Pinterest.

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Whenever they  come  up with a  new collection they make a video featuring famous models and celebrities for the promotions.In the recent campaign featuring Alicia Vikander they have promoted leather goods bags.The campaigns are very effective in brand building and engaging with people on social Media. They have effectively used the Social Media channels for the promotions which has in turn enhanced the brand presence.

They have many followers on Facebook .On the Facebook page they mention the details of every campaign promoting it with  celebrities shot in different locations around the world.

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Results

Louis Vuitton is a premium brand so it has a demerit of having limited customer consisting mainly the Elite people.The fashion industry is dynamic which changes rapidly over seasons.Louis Vuitton has the ability to revamp its image which the changing fashion to meet the preferences and styles of it’s customers.

With its promotional campaigns featuring famous celebrities the campaigns help in engaging with large number of people.When Louis Vuitton introduces a new collection they tag the celebrities and when the celebrity reposts it in their page it reaches out to more people as they have a fan following of millions, hence it reaches an audience from diversified backgrounds which helps in enhancing their brand presence.

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Louis Vuitton in 2014 became the Luxury Marketer of the year for it’s creative campaigns and fashion shows.By designing the leather case for the FIFA World Cup it gained recognition worldwide featuring online as well as in Print which put the brand on World Stage which also let to an increase in it’s revenues.Facebook has helped in Mass Marketing of the brand.

Louis Vuitton has managed to keep a consistent visibility across all the social media channels. This has helped Louis Vuitton to speak directly with the audience available online which leads to a fan following of millions.

The Luxury marketing strategies adopted by Louis Vuitton with creative and new tactics has also helped in the recognition of the brand worldwide.Facebook and other social media channels have more space for Advertising and are effective mediums to reach out to the audience as social networking accounts for around 28% of all media time spent online.Louis Vuitton has adopted this strategy very effectively which has in turn has helped in increasing it’s revenues.

Learnings

Social Media Marketing is an effective way to reach out to the target audience.

  • Social Media Marketing can help in building trust.
  • Increasing number of people over engaging in selling.
  • Reach out to large number of people.
  • Helps in promotion and marketing of the products.

Thus, we learn that Louis Vuitton has enhanced it’s brand presence via social media channels.

Image and Video Credits-

www.youtube.com

www.google.com

www.facebook.com

eu.louisvuitton.com

  • social-media-training


  • There are 2 comments


    • 2 years ago

      surabhi   /   Reply

      Well written case

      • 2 years ago

        Deepanjana Ghosh   /   Reply

        Thanks Surabhi

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