Louis Vuitton started out in Paris building a lucrative made-to-order luggage business for the affluent in Parisian society. Almost two centuries later under the guidance of Mr. Bernard Arnault, the Louis Vuitton brand has evolved into a world leader in luxury goods and a cornerstone of LVMH, a global luxury conglomerate.
Case Study Concept
Louis Vuitton wants to expand its travel business. Students from the Columbia Business School and the Parsons The New School for Design were asked to develop a comprehensive marketing strategy to promote the LV luggage line.
Design, Business and Marketing Plan Solution
The LV team was responsible for identifying opportunities to increase sales in the travel segment. After in-depth research on the travel luggage sector and competitive analysis in the travel industry, the team found out there is still room for growth for LV’s travel business and developed a strategy that comprised of 3 components. First, promote LV’s made to order travel business. Second, refine LV’s travel collection visual merchandising initiatives, both in LV boutiques and department stores. And, finally target the affluent and male executives through a repositioning of the current marketing and communication strategy and product modifications. To achieve this, the team suggested launching three marketing initiatives: LV Space, LV Eco-Island and an Inspiration Book. The campaigns are designed to emphasize the travel aspect of the LV product line and offer the opportunity to purchase made-to-order products. In addition to the campaigns, team suggested launch of a modified product line, “The Taiga Man” to target the affluent business man.
LV project created a unique opportunity for students from both schools to apply their talents and passions in design and business, hone in on their skills in leadership, team building and above all sharing of creative ideas in the milieu of the luxury and travel industry.
The Louis Vuitton Project Team
Hamish Burt, Columbia Business School
Jenny Jia, Columbia Business School
Nancy Liu, Columbia Business School
Derya Ozkaya, Columbia Business School
David Wu, Columbia Business School
Selim Burcoglu, Parsons The New School for Design
Taylor Davidson, Parsons The New School for Design
Silja Rendlen, Parsons The New School for Design
Amanda Sternberg, Parsons The New School for Design