Marketing Strategy : Louis Vuitton And Chanel Essay

Marketing Strategy : Louis Vuitton And Chanel Essay

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Craftsmanship, innovation and uniqueness are the basic pillars that define the success of any luxury brand. But Louis Vuitton and Chanel, which are comparatively modern luxury, achieved success within an intimate community of fan followers. Looking back in history, we see how Louis Vuitton had already initiated the concept of social endorsement as a communicative marketing strategy, when he decided to advertise Empress Eugenie on his shop on the Boulevard Haussmann. On a similar line, although from a perspective of popular origin, Coco Chanel channeled her initial success by maintaining close bonds with the elite from the Paris fashion society. Most designers even today have generated initial success by maintaining strong ties with a small and selected community of clients in the luxury fashion industry. Thus, relationships remain the core-contributing factor for the success of many luxury brands.

However, XXth century has ended by marking a definite shift in the paradigm for the luxury industry. The growth of a stronger well-heeled customer base along with the globalization of a few prominent luxury brands under the mentorship of structured industrialized groups, like LVMH, Richemont and Kering, have leveraged these brands to a new level far away from their grounded roots.

The successful stories of luxury brands in the last 20 years has been a result of two fundamental principles: a) invention and implementation of a new marketing model b) an escalating need of a ‘special feeling’ by most consumers. People from the wealthy community aspired for values of distinctiveness, superior quality and need for connectivity and identification.
‘Creation’ occurs inherently in case of luxury brands. Few centuries-old brands have practiced...


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...and only best from the industry. Branded content is the proposal of a plus to the end user or consumer that allows passage of treasured knowledge, fascinating experiences and even amusement.
The ‘content branding’ strategy opens gate to new possibilities for luxury brands to produce content that goes beyond mere advertising, comprising of films, videos, books, articles or documentaries devoted to their heritage, history, ethics, amazing products and values they share in common with other artists, design movements, people or even experiences. This definition, let alone, shows the potential of branded content of which luxury brands can take full advantage.
To remain true to their fundamental identity and culture, marketing professionals in the luxury industry will have to define a long-term, dependable, branded content tactic before they debut their content operation.

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