Luxury Is the Focus of LVMH Branding

http://us.louisvuitton.com/eng-us/stories/tambour-horizon#the-watch

Louis Vuitton Moet Hennessy has a large portfolio of luxury products, including Louis Vuitton (fashion, leather goods and more), Christian Dior (fashion and more), Hennessy (cognac and more), Sephora (beauty retailer) and prestige watch brands such as Hublot and TAG Heuer. In all, LVMH's group annual turnover exceeds €37.6 billion.

Luxury (at prestige prices) is the focus of all LVMH brands. Loyal customers are willing to pay top prices for top-quality designer products that reflect upmarket status and style. Even technology has permeated LVMH's famous product portfolio. Louis Vuitton recently launched a smartwatch that combines the brand's classic fashion sense with Androidwear tech.

Customers worldwide are responding to the luxury appeal of LVMH brands and are following the latest developments in style and function through brand encounters in stores, online and on social media. Louis Vuitton's Facebook page has more than 20 million likes, and its Pinterest boards have 121,000 followers. Its Instagram account has nearly 20,000 followers, and its Twitter feed has nearly 7 million followers. Through posts and viral sharing, LVMH brands expand their reach worldwide and reinforce the luxury positioning that customers perceive.

NOTE: This post updates the "Marketing in Practice" feature in Chapter 7 of Essential Guide to Marketing Planning 4e.