Louis Vuitton Brand Strengths/Comparisons

Louis Vuitton’s key strenths are brand reputation, luxury experience, strong presence in the luxury goods market, world-wide accessibility, established history and celebrity endorsements.

The top competitors to Louis Vuitton are Chanel and Gucci.

In comparison, Chanel has 310 boutiques worldwide while Louis Vuitton has 460.  In terms of revenure, Chanel produced € 6.3 billion in 2012 while Louis Vuitton fell short at €3.2 billion.  The quality of the merchandise can be biased.  There are fans of Louis Vuitton that can obtain a  LV Neverfull tote for a little over $1,000 while a  Chanel classic flap bag costs a whopping $4000+.  There is more exclusivity to the Chanel name because the entry level price points are much higher.  Chanel also has a smaller range of products compared to Louis Vuitton.

In comparison, Gucci has 425 boutiques worldwide while Louis Vuitton has 460.  In terms of revenure, Gucci produced about € 4.7 billion in 2012 while Louis Vuitton fell short at €3.2 billion.  Both brands offer luxury leather goods and luggage.  Gucci tends to have a sportier look to their items.  They both offer a distinct monogram print on their clothing, handbags, luggage, etc.  There are fans of Louis Vuitton that can obtain a  LV ‘Neverfull tote’ for a little over $1,000 while a  Gucci ‘nice canvas tote’ is $980.  Gucci is the most similar to Louis Vuitton in terms of campaign styles, price points and customer base.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s