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LOUIS VUITTON Brand Positioning Essence The Potent Symbol of modern Style LV creates innovative elegant and practical modern luxuries with quality Heritage LV originates in Paris since 1854 Personality LV is Elegant Practical Prestige Luxurious Desirable Stylish Value-for-money High-quality and Ever-lasting Visual Identity Monogram Canvas on LV products Brand Logo Simplified Brand Logo User Image Consumers are stylish fashionable aware of designers brands and look for quality and after sales services Most of the users are mature 25 female working population with stable financial background There is an increasing number of young LV users who are fashionable trend-followers LV users are usually less price-concerned LV products are frequently used by the rich and famous celebrities models all over the world Occasion Image LV produces series of leather goods for the business world including briefcases organizers palm-cases all could be easily found in business meetings and offices LV luggage could be found in Airport all over the world Personal accessories like handbags wallets shoes and clothing by LV are used by the celebrities in fashion shows PR events social gatherings Distinctive from Competitors The Competition In the challenging luxury market LV faces quite a number of competitors Hermes Chanel Gucci Ferragamo and Prada are main competitors of LV Just like LV all of these international brands have their outlets around the world Positioning We are living in an age of access to an incredible amount of product consumers are no longer brand loyal to companies and they want to know how the product will benefit them To satisfy the potential customers LV is promoting its image that provides consumers with added benefits on top of the practical use of its products A person purchase a piece of the Louis Vuitton luggage he is not only purchasing a piece of luggage but prestige and style Consumers buy LV luggage not just because they need luggage but they want people
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