The Big Brand Theory- I

What does it take to make the real ‘Louis Vuitton’?

Louis Vuitton is synonymous with luxury and style. The famous brand is well-recognized across the globe for its fine leather goods, handbags, trunks, shoes, watches, jewelry and accessories. According to Forbes, the LVMH Moët Hennessy (LVMH) brand is worth $28 billion, making it one of the most profitable brands in the world.

This fashion symbol is such a massive hit across geographies and demographics, that you’ll find counterfeits of this brand in every country. So how does Louis Vuitton protect its luxury label that is this desirable and still retains its numero UNO position?

Innovation is the only way to win

Louis Vuitton is known for its innovation.

Though the brand started with designing trunks and suitcases, it forayed into handbags to appeal to a rising population of fashion conscious consumers. It was one of the first luggage designers to use canvas and glue for casing. This resulted in odor-free packaging compared to the traditional hide. Soon, it came out with colored luggage, making this utility product a fashion statement.

However, the brand never compromised on its quality and fine craftsmanship.

Quality speaks for itself

With the brand’s success came the problem of counterfeits. There are first, second and third copies of the designs doing brisk business in the local Asian markets.

So the fashion house started marking every new design with a discreet registered trademark to prove its originality. Apart from patenting, the reason why Louis Vuitton has not been much affected by cheap knock offs is because it stands for absolute quality which prompts its loyal customers to insist on the original ‘Louis Vuitton’ bag and nothing else.

Louis Vuitton has managed to maintain its top spot in the luxury ranking and hasn’t faltered once. It is not easy, and it requires some clever pricing strategies. Louis Vuitton has lowered its prices in the international markets where knock offs are available in plenty.

Marketing pays

Louis Vuitton is one of the leading luxury fashion brands with a strong digital presence. Not only it has a beautifully designed and easy to navigate website, but also a sleek smartphone application that brings its advertising campaigns to life. Advertising through apps and social media has allowed the brand a very natural way into the hearts of young fashion enthusiasts. At the same time, Louis Vuitton hasn’t ignored the appeal of traditional marketing. It still makes lifestyle statements in fashion magazines across the world.

With the evolution of fashion and technology, Louis Vuitton has managed to stick to its root of quality, innovation and custom design, allowing the brand to navigate in the right direction and capture the attention and hearts of billions.

The complete article was originally published on ThinkNext by Tarun Mitra.