Reclaiming luxury: How Louis Vuitton can reinvent its image

As a moderate luggage business, since the 19th century it is now one of the world's most famous large industries. In the 1990's, Marc Jacobs' design was bold and stylish, and they played Louis Vuitton creative leader. It has become an important player in the world of fashion and is currently the most profitable brand of its parent company Moet Hennessey Louis Vuitton (LVMH).

However, due to slowing revenue and expansion of the market image in recent quarters, Louis Vuitton faces the risk of losing the appeal of luxury goods and requires a targeted approach to the future. The brand took measures to deal with these recessions. A few weeks ago, the company canceled the term of Jacob and brought a new look: NicolasGhesquière. Renewing the Balenciaga brand Ghesquière has the opportunity to release changes to ensure that Louis Vuitton is in a weak position in the luxury fashion market.

When the brand uses too much logo - considering Burberry at the beginning of the 21st century - that quickly loses its unique appeal, it is a distinguishing feature of the world of fashion. Louis Vuitton is currently observing this phenomenon in the Chinese market. Consumers are rapidly mature. In other words, rather than the gorgeous badge logo, we are beginning to emphasize subtle details of craftsmen's skills and deliberate luxury. If Louis Vuitton wants to increase profit and maintain relevance in a market that is becoming increasingly important for Asian luxury fashion brands, Ghesquière will need to design and sell better accessories.

Like other major brands, Louis Vuitton has been able to seamlessly utilize its tradition through advertising, marketing and digital initiatives. In the history of serving wealthy travelers of the 19th century, Louis Vuitton is restoring its luxury to improve the modern travel experience based on collaboration with other brands. Imagine a hotel room in Milan with fine Louis Vuitton sheets. Or Louis Vuitton branded fertilizer in the first class of Air France, or used the LV Chinese brand in the luxury sedan of the European train. Expanding the brand logically and naturally will diversify its revenue mix and increase current and potential consumer awareness.

His design was at the forefront of fashion since Jacobs began the brand 's first Pretaporte collection in 1997, but it is basically inaccessible. Over the years, the brand has focused not only on accessory marketing and branding, but also on more affordable and profitable products. But at the responsibility of the new designer, Louis Vuitton invested in making the garment more commercial and wearable, and got the opportunity to transform from a parts-led company. If successful, the brand will shake the public perceptions of the mass market, and can become a luxury fashion brand again.

Louis Vuitton pays more attention to personal sales and does not emphasize promotions to enhance their luxurious images. Louis Vuitton ads convey luxurious images and high-end fashion. The advertisement includes models and actresses such as internationally famous celebrities, politicians such as Steffi Graf, Jennifer Lopez and others. In short, Louis Vuitton is a high quality luxury made of high quality durable material and high end fashion. Each item is handcrafted by skilled professionally trained artists. They ensure that their perfect product can not find loose threads, scratches or any other wrong details. Nevertheless, Louis Vuitton also offers high quality after-sales service such as warranty and customer service. Therefore, the satisfaction level of the Louis Vuitton product is guaranteed.

Often called Louis Vuitton, or LV Louis Vuitton Malletier is a French fashion brand founded in 1854 by Louis Vuitton. As the world's most valuable luxury brand, Louis Vuitton currently has a brand value of $ 28.4 billion, ranked No. 10 in Forbes' most valuable luxury brand list in 2013.

For decades, Louis Vuitton has maintained its leading position in the fashion world as a luxury brand. Louis Vuitton bags are clearly understood to be tangible products. Unlike the service you can not see or touch, the Louis Vuitton bag can be touched by the user and you can feel your body with your fingertips. For example, even if the customer orders and watches the image of the item online, it is not a specific product until consumers feel the leather, zipper, smell by holding the item in their hands. Louis Vuitton bags not only play the role of the bag itself, but also make Louis Vuitton a luxury and fashion brand, making people feel confident and value.