When you think of International Retailers, many companies come to mind, Wal-Mart, Target, Amazon, but what we forget at times is that many luxury brands are also winning at this strategy. In this last blog Elizabeth and I will discuss French brand Louis Vuitton and how its strategy of International Retailing is taking this company to the top of its industry.
Louis Vuitton is one of the world’s leading international fashion houses; it sells its products through standalone boutiques, lease departments in high-end department stores, and through the e-commerce section of its website. With over 130 locations on all continents except Antarctica, the company works hard to customize their marketing strategies to meet the needs of the local consumers. Their biggest strategy is to appeal to the local consumers through their store locations and advertisements to make them feel like Louis Vuitton understands them. Below are just a few snapshots to illustrate what we are talking about.
Because the company is not in all countries the e-commerce section of their company works to tend to the consumers who are not able to get to the closest store available to them. The company changes the product lines, to a small extent, to meet the customer needs, but for the most part it stays the same. Additionally, there have been recent reports of the company making an exclusive product line for China. Chinese consumers do not like the fact that the bags have the logos all over them, but those rumors have been shot down by the company. It would actually be a very interesting strategy to have exclusive lines in these international retail stores because it would draw other international consumers to those stores to purchase the products because they would not be able to get it back home. Below is a map illustrating some of the locations that these stores are located.
Either way, Louis Vuitton is “doing it right” when it comes to International Retailing. For the past 6 years the high end brand has been named the most valuable Luxury brand at over $25 billion USD.
As this is our last post of the semester, Elizabeth and I hope that you have enjoyed all of our posts and learned something about Global Brands and their multiple executions. Thanks for reading and good luck on Finals!