The visual merchandising strategy of the Louis Vuitton Paris Montaigne Store.

1. Meryème TRICOIRE
VISUAL MERCHANDISING

2. SUMMARY
A/ The Brand
B/ Stores dissemination
C/ Store communication
D/ The Visual Retailing Concept
E/ Visual Space Plan / Mock shop
F/ Bespoke tour of the spaces and in-store displays
> Entrance
> In-store
> Shop windows

3. A/ THE BRAND
❖ The brand was founded in 1854 by Louis Vuitton
❖ A gold monogram on brown colour,an eponymous
LV initials and a brown damier are one of the brand
codes.
❖ It belongs to the LVMH group since 1987.
❖ LV is a luxury french brand with an international
recognition.
Louis Vuitton
(1821-1892)
Ads in
1898 NY Manhatan
Staff:9 000
Revenue in 2014:€ 30 billions
Shops:466 in 66 countries
Industry:Retail

4. B/ STORES DISSEMINATION
http://fr.louisvuitton.com/fra-fr/magasins/
- 466 shops
- 66 countries
- Present in the
entire world

5. B/ STORES DISSEMINATION
http://fr.louisvuitton.com/fra-fr/magasins/
- North America
- South America
- Central America
- Europe
- Africa

6. B/ STORES DISSEMINATION
http://fr.louisvuitton.com/fra-fr/magasins/
- Asia
- Middle East
- Oceania

7. B/ STORES DISSEMINATION
http://fr.louisvuitton.com/fra-fr/magasins/
- Zoom in France:
Paris
Bordeaux
Cannes
Courchevel
Deauville
Lille
Lyon
Marseille
Monaco
Nice
Saint Tropez
Strasbourg
Toulouse
● LV Paris Champs-Elysées
(av. des Champs Elysées)
● LV Paris Vendôme (Place
Vendôme)
● Paris Printemps
Haussmann (Bvd
Haussmann)
● LV Paris Montaigne
○ 22, avenue Montaigne
● LV Paris Saint-Germain-
des-Prés (Bvd Saint-
Germain)
● Les Galeries Lafayette (Bvd
Haussmann)
● Le Bon Marché (Rue de
Sèvres)

8. C/ STORE COMMUNICATION
The LV Montaigne store is located in a strategic (luxurious)
and international area (near les Champs-Elysées)with heavy
traffic.
The target are the affluent travelers and adventurers
(international HNWI and UHNWI)and the HENRYS (High
Earners Not Rich Yet).
The retail outlet of Montaigne avenue is modelled with all the
component of:
● The brand image and brand values which are
Innovation, Modernity and Style,
● and collection represented: a selection of a wide range
of LV products for men and women.
This unified vision, created thanks to the store decor along with
merchandise, conveys a warm welcome and encourage us to
move forward, to discover the magic LV world and live a
personalized experience.

9. C/ STORE COMMUNICATION
This feeling is accentuated with the use of very fine materials
such as wood,leather,tissue,velvet sofa and marble.
The store has been thought and designed in the spirit of a
luxury private Parisian appartment with a “feeling home” mood.
Women section is on the ground floor whereas men section is
on the first floor.
We assume that the women level do the highest volume of
sales.Plus,it seems to carry the full collection.
A clean circular staircase leads into the men area.
These elements together generate a polished and
sophisticated luxury concept store where Art and Fashion are
merged to create a unique,precious and appealing shopping
atmosphere.
Beautiful works of art and out of the box art objects are
disseminated in the store.

10. D/ VISUAL SPACE PLAN / MOCK SHOP

11. D/ VISUAL SPACE PLAN / MOCK SHOP

12. E/ THE VISUAL RETAILING CONCEPT
LV montaigne is a trendy and elegant commercial
concept focusing on the ready-to-wear collection,
leather goods,shoes,jewelleries,watches and
accessories for men and women.
Key seasonal trends are highlighted into in -store
window displays.Hot shop displays are found
immediately inside the store entrance, featuring the
latest trends.
Soft and pastel tones of brown and beige feature
accross the two floors (A/B store level hierarchy).
Technology is at the forefront of LV montaigne retail,
placing the store at the leading edge of store design
but without being overused and seen as gimmicky:

13. E/ THE VISUAL RETAILING CONCEPT
● In the small selling spaces we can find large
interactive window screens that are displaying current
catwalk collections.
●Shoppers can also enjoy the thrill of browsing in-store
on tablets left at their disposal.
The merchandise category works accross
classifications,departmental displays that focus on
shoes,bags,luggages,accessories,…
Bust forms are used to draw attention to some displays
such as scarves.
Elegant silhouettes are displayed to highlight a style.
They create a complete defined looks.They are used to
inspire a look,a fashion trend.
Wall fixtures, qualitative mobiliers and retail shelving,
display cases,…are visually pleasing.

14. E/ THE VISUAL RETAILING CONCEPT
Lighting also plays at LV Montaigne store an integral
part.
In fact the whole store is lit with light. It is used to:
●Flood the fixtures with enough light so that the
customers can easily find what they are looking for.
Flood fittings give an ambient light to the whole.
●Some items are lit with fluorescent / shaddy strip
lighting that gives an overall ambient light that is both
effective and efficient.

15. E/ THE VISUAL RETAILING CONCEPT
LV is definetely using different lamp
fittings and each of which perform a
different role within the display.
Lighting is clearly not the most
economical item on LV visual
merchandising budget.
It is of good quality, the lighting is
effective along with the fixtures,
helping the display to stand out.
We also can notice that compared
to the men department (on the 1st
floor),the ground floor (women
department)has more light.The men
department has a cosy, subdued
and softened atmosphere.
WOMEN DEPARTMENT
MEN DEPARTMENT

16. F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (Entrances)

17. F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)

18. F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)

19. F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (In-store)

20. F/ BESPOKE TOUR OF THE SPACES &
IN-STORE DISPLAYS (shop windows)

21. THANK YOU!