^ ITA elle, its their marketing strategy not their targeted market. Because there are very few Jet-setters in this world in comparison to the middle class (affluents)/young fashion addicts whom are the targeted market
who would you say LV target markets are?
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No, we do understand. Maybe it's you who doesn't understand that those glitzy and glamorous ads can be used to attract the general population into buying their products. What you're describing is the image they are selling- there is no question that LV is for luxurious travel. However, just because they show jet setters in their ads, it doesn't mean the jet setting crowd is their sole target audience.
Honestly, you bring up an interesting idea...but it's hard to take you seriously when you imply everyone else is "unknowing" or "without common sense" just because they think otherwise
It was my least intention to hurt anyone's feelings or put them down. If I did hurt anyone, please send me a private message and I'll personally apologize to you.
I really am sorry and how I put my idea out there is wrong.
I do enjoy hearing other's opinions, so please keep them coming.
COSMOS, if every single LV product is targeted at the jet-setter, then why on earth would they release bags such as the Neverfull? I don't think jet-setters are interested in buying a bag that thousands of others can afford.
I agree with Elle - there is a difference between the image conveyed by the ads, and the market they are actually trying to target. In my opinion, they are targeting more and more of the semi-upper-middle-class who want to buy into this image - exemplified by the release of the Neverfull.
I agree with Elle - there is a difference between the image conveyed by the ads, and the market they are actually trying to target. In my opinion, they are targeting more and more of the semi-upper-middle-class who want to buy into this image - exemplified by the release of the Neverfull.
The price of the bag really does not play effect into who buys it. It's kind of like the story of the Louis Vuitton Speedy. Not any Speedy, mind you, but a very used one.
A man found this Speedy and inside of it was a million dollars worth of jewelry. I know people with $55,000 Hermes Birkin bags and they still love and adore the Louis Vuitton Speedy for an everyday bag. I heard on this thread that it was an entry level bag and that I common bag like that would never be in an ad. It was in an ad, actually. I think I posted a picture of it, if not do a search - it was in the desert theme.
I stand behind the fact that Louis Vuitton is meant for jet setters. That's the targeted conumer (not main comsumer possibly) and the image of Louis Vuitton. Naturally, those two both play side by side and are going to be the same. Regular people do purchase Louis Vuitton products as well. I admit it and I love it.
I'll try to post a link of the Speedy Story that was on national news.
http://www.smh.com.au/news/unusual-tales/14m-bag-left-on-bench/2006/03/29/1143441199497.html
http://www.cbc.ca/canada/story/2006/03/30/jewelry-found.html
There's many more articles, just Google it.
I don't think the Speedy is a good example, considering that it is a LV icon. The Neverfull bag was recently released so that better reflects who LV are currently trying to target. The Speedy remains an entry level bag because of its price.
I think LV are enlarging their target market - because even though they release bags like the Neverfull, they are also releasing more upper-end bags than ever before.
I think LV are enlarging their target market - because even though they release bags like the Neverfull, they are also releasing more upper-end bags than ever before.
Of course it's not a good example, no?
Like the Speedy, the Neverfull is great example of a bag from Louis Vuitton that's meant to be used everyday. The Neverfull is paying heritage to the luxury of Louis Vuitton travel. The inside is done with the old trunk linining and ads of the luggage whe they were new to the fashion world. Each handle strap can hold up to 240 pounds per strap, which is another great solute to Louis Vuitton and it's craftsmanship. This bag is drawing quite a stir in the fashion world and is very popular. It's meant for traveling with you Louis Vuitton luggage, and of course, everyday wear.
I've added some pictures for resources.
Attachments
i think their target is the whole world! HAHAHAHA.
but seriously, discounting people who do not have the income for such luxury goods, i think LV does cater for the young ones (who are increasingly more affluent), to the middle aged people, and for the ultra rich - they have the LE stuff too. so yes, EVERYBODY!
but seriously, discounting people who do not have the income for such luxury goods, i think LV does cater for the young ones (who are increasingly more affluent), to the middle aged people, and for the ultra rich - they have the LE stuff too. so yes, EVERYBODY!
and to cosmo, i understand where you are coming from (i studied advertising) and yes, LV does position its ads and marketing strategy to appeal to those who live the jet-setting lifestyle and is a design house that is based on a long history of luxury travel.
however, in this day and age, not just these people are buying LV, i think that's what the rest of us are trying to say.
however, in this day and age, not just these people are buying LV, i think that's what the rest of us are trying to say.
They target people who actually live the image and those who aspire to live the image. Many of the high-end brands like BMW and Mercedes have entry-level items to sell as well. In today's marketplace, it is difficult to sell to a niche market and expect to survive as a business. They have to appeal and sell to many.
a article written about LV and their TARGET customers.
Louis Vuitton's LVL brand is a luxury brand. It is intended to appeal to those who value fine craftmanship, tradition, style and above all, exclusivity. It goes without saying that they must be relatively affluent to afford LVL products in the first place. This creates a huge incentive for 'ordinary customers' who want to be seen as stylishly exclusive but can't really afford LVL products. Hence the large 'knock-off' industries endemic in China (and other countries with weak IP protection) that are busy counterfeiting luxury branded products; if you can't afford to buy the stylish exclusivity that LVL confers, then why not pretend with a knock-off LVL product.
I think you hit the nail on the head when you said that the experience for ordinary customers in LVL shops is poor. It is probably part and parcel of LVL's implicit sales strategy; to discourage ordinary customers from entering the shop and mingling with their target customers (rich people who can really afford stylish exclusivity). Note that the experience for target customers in LVL shops is much better.
Louis Vuitton's LVL brand is a luxury brand. It is intended to appeal to those who value fine craftmanship, tradition, style and above all, exclusivity. It goes without saying that they must be relatively affluent to afford LVL products in the first place. This creates a huge incentive for 'ordinary customers' who want to be seen as stylishly exclusive but can't really afford LVL products. Hence the large 'knock-off' industries endemic in China (and other countries with weak IP protection) that are busy counterfeiting luxury branded products; if you can't afford to buy the stylish exclusivity that LVL confers, then why not pretend with a knock-off LVL product.
I think you hit the nail on the head when you said that the experience for ordinary customers in LVL shops is poor. It is probably part and parcel of LVL's implicit sales strategy; to discourage ordinary customers from entering the shop and mingling with their target customers (rich people who can really afford stylish exclusivity). Note that the experience for target customers in LVL shops is much better.
Lv doesn't want customers who don't have a jet-set lifestyle. They can't stop anyone from buying their line but they do have a preference
I think that anyone on occasion can experience poor service. Good service is not exclusive and it would be foolish for LV to give free reign to SA's to judge a customer's net-worth, and therefore potental sale, by impression.
