French Luxury Companies:

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Halmstad University School of Business and Engineering Business and Marketing French luxury companies: Challenge to do E-Commerce without affecting their brand image Thesis in Marketing Thesis in Marketing, 15 ECTS credits Final seminar: 25.05.2010 Authors : Paul LASSALLE Clément LEMAIRE (871021) (900708) Supervisor: Jean-Charles LANGUILAIRE Examiner: Roger STRÖM 1 Thesis in Marketing Halmstad University 2010 Summary of thesis Title: French luxury companies: Challenge to do E-Commerce without affecting their brand image Clément LEMAIRE and Paul LASSALLE Jean-Charles Languilaire Bachelor Thesis in Business Administration, Marketing Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand? In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are. In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”. We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of

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