Analysis of Louis Vuitton’s Marketing Strategy and Brand Management

Abstract

This article details how LV Group, as the world's top luxury goods company, stands out in the luxury goods market. From analyzing the opportunities and overall situation of today's luxury market to introducing the facts of LV Group and brand development. Then it analyzes in detail the overall marketing strategy of today's Louis Vuitton brand. By using 4P analysis method and positioning strategy, readers can know that today's LV brand combines the traditional handicraft industry with emerging technology and creativity and uses unique individual sales. The channel has achieved brand positioning, and used digital marketing to attract more young users and expand customer target groups. Not only that, LV also adheres to the principle of innovation first and has always made correct judgments and guidance on the market throughout its history. It has used marketing methods such as cooperation with celebrities to increase the brand's popularity, and at the same time, it has followed fashion trends and many well-known designers collaborate with emerging designers, truly achieving a close combination of fashion and tradition. This article also puts forward some suggestions based on the characteristics of LV and changes in the market, such as adding more technological elements and improving environmental awareness and ethics.