3. Louis Vuitton
always portrayed
a high end
fashion
statement
The promise they
made was to
provide a
luxurious fashion
chain for bags
4. They catered to the wealthy
population who preferred to
be in vogue and were willing
to pay their high prices.
Their frame of
reference was
definite and they
never shifted from
that.
5. They marketed the issue of the counterfeited goods in
this way as an excellent marketing strategy.
This in turn provided
them a means of
multiple frames of
reference. They were
able to reach a wider
consumer base.
10. Their products
were always well
thought out. They
hade a team of
people to develop
innovative designs.
Louis Vuitton was always fresh in the
market. Hence their mantra always made
their goods refreshing for the
consumers.
16. The counterfeiting of
their products gave
them a unique POD
that the brand could
never have had in its
own slogan.
The fake product on the right has a
faded logo.
17. They developed this
POD that their
products were of
the highest quality
and yet were sold
cheap.
18. Louis Vuitton tried
to destroy most of
them. But it had
already done a lot
of harm as well as
good.
19. They immediately
came up with new
slogans. And they
began to sell only
through their official
boutiques.
20. To Remember………..
Their frame of reference was the wealthy upper class.
Their logo and slogan became a symbol for luxury and authenticity
They never compromised on the quality and used the most famous celeb
to market this.
The counterfeited goods provided them several new dimensions to their
branding approach.
