Business Case Studies, Brands & Branding and Private Labels Case Study, Louis Vuitton, Star brand

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Brands & Branding and Private Labels Case Study

Case Title:

Louis Vuitton: The Making of a Star Brand

Publication Year : 2004

Authors: Devangana Sisodia, Sumit Kumar Chaudhuri

Industry: Retailing


Case Code: BBP0003

Teaching Note: Available

Structured Assignment: Available

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Louis Vuitton (LV), the trendsetter in manufacturing high quality expensive leather accessories and cases, is the most profitable luxury brand in the world. After Marc Jacobs took over as the Creative Director of LV in 1997, its brand image underwent a complete transformation. By 2004, LV was bringing in 60% of LVMH's US$2.47 billion operating profits and was much ahead of its competitors like Gucci, Richmont and Prada.

Pedagogical Objectives:

  • To discuss the strategies that Louis Vuitton adopted to upscale its image and metamorphise itself into a star brand.

Keywords : Louis Vuitton(LV); LVMH (Moet Hennessy-Louis Vuitton); Star brand; Branding strategy; Brand development; Luxury brand; Marc Jacobs; Innovations in the material used by Louis Vuitton; LVMH sales in 2003; Growth Strategies Case Study; LVMH sales by Business Group


  • Introduction
  • Louis vuitton: the heritage
  • LV's branding strategies
  • Exploring the future
  • Innovations in the Material Used by Louis Vuitton
  • Louis Vuitton: Chronology

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