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Louis Vuitton Case Study

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1. How does an exclusive brand such as LV grow and stay fresh while retaining its cachet?
2. Is the counterfeiting of LV always a negative? Are there any circumstances where it can be seen as having some positive aspects?

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Solution Summary

This solution encompasses comprehensive reasoning of why the Louis Vitton brand still retains its status and distinction, even with its expensive price tag in a saturated market. In addition, there is a brief discusson on counterfeiting. The information includes a Word document of over 400 words of text with references.

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How does an exclusive brand such as LV grow and stay fresh while retaining its cachet?

Luis Vuitton (LVMH), also the owner of Fendi, Moet et Chandon, and Christian Dior (to name a few), is extremely innovative. This innovation is what keeps it in the forefront of luxury goods. LV's bag line has a modern, edgy twist that keeps the buyers coming back and the buzz constant. Bernard Arnault, CEO of LVMH, "created crucial buzz via a combination of ads with famous spokespeople [such as] singer/actress Jennifer Lopez, actress Uma Thurman [and] supermodel Gisele Bundchen; attention-grabbing artists collaborations (most recently with producer Pharrell Williams), corporate sponsorships (LVMH Young Artists Award, LVMH Discovery and Education), high-class events (Louis Vuitton Classic, Louis Vuitton Cup) and PR stunts like the $1.5 million scaffolding in the shape of two giant Vuitton suitcases around the renovation of Louis Vuitton's Paris store (www.brandchannel.com). Additionally, ...

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