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Lv In Japan Summary + Swot + Questions

3167 words - 13 pages

CASE: “Louis Vuitton in Japan:”
SUMMARY:
- LV is everywhere in japan
- Know-how and heritage have always been perceived
- Aggressive marketing strategy with opening extravagant stores & guerilla marketing events
- Opened huge shop in 2002, sales after few days over 1million yen
- Japanese market represents half of its profits
- After crisis 2008 adapting to changed consumer preferences (lower prices, smaller cities)

Foundation:
Founder: Louis Vuitton Malletier (1821 – 1892)
- earned a reputation while working for the Empress Eugenie de Montijo wife of
Napoleon III >> got a lot of knowledge about leather luggage
- Developed a revolution for ...view middle of the document...

g. Burberry, Gucci, Bulgari…)
- Japan is sprinkled with luxury stores
- key factor for success on this market: QUALITY
>> especially for smaller or niche brands
- market entry of H&M: completely revolutionized it
>> Zara, H&M, Uniqulo with their effectiveness enable to compete with quality brands quickly
- affordability was a new concept that changes the Japanese customer mind

Consumer
- group-oriented culture >> pressure to possess luxury status-driven brands
- way of consumption different from the Western one
>> cosmetics and luxury brands seemed more like a compulsory form of social expression
- Japanese culture: * spending more time outside their homes than people in any other culture
(earlier) * “impersonal” society in which looks is very important
* people were supposed to dress in a way that corresponded to their social
Position
- changed minds: * consumers were becoming less inclined to tolerate high prices that had formerly
created desirability
* young Japanese women would still be eager (=eifrig) to save money for the
“it” brands; become more aware of the value of money
* lower priced accessories and small leather items (e.g. wallets) had reported a
Huge increase in sales
- since 2000: luxury goods had held a different position in consumer mindset
* luxury brands were no longer purchased as badges of memberships in the new urban class
* key phenomenon: Japanese women between 20 and 30 have a better understanding of
themselves than in the past
* the ready-to-wear segment had been the most affected

New Perspectives
- the luxury brands lowered their prices (consequence of sluggish economy and appreciation
Japanese)
- decreased prices was justified by a policy;
>> relied on the exchange rate flucation, manufacturing coots an quality considerations
- characteristics of the ageing Japanese population, such as wealthier families and older women
With increased purchasing power, represente new perspectives for the future
- sales decreased during the global financial crisis >> new curious phenomenon: rental of bags
- sustained slowdown in the demand of luxury goods in 2008/09
>> Japanese market would remain a healthy and growing industry
>> annual sales decline had never been decreased
- cyclical market: periods of huge spending often followed by periods of slow growth and moderation
- luxury goods average prices would be considered (oscillation)

Louis Vuitton in Japan
- 1977: first opened stores in Osaka and Tokio
- 1980’s: economic boom and “Vuittonmania” in Japan
>> 20 million women wear LV-bags (population 127 million) and every year the company
sold 5 million bags of its classic monogram bags; the famous Malletier made more than a third...

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