Louis Vuitton In Japan

1616 Words7 Pages
Peschanskaya Anna, BA-13(1) Louis Vuitton in Japan This case study deals with the opportunities and challenges of Louis Vuitton, the leading European luxury sector multinational firm, in Japan. In the last decade, Japan has been Louis Vuitton's most profitable market, but it seems that the global economic crisis has resulted in a decline in sales. What strategy should choose Louis Vuitton to deal with the problems of Japanese market? Louis Vuitton Malletier, often referred to as Louis Vuitton, is an international, well-established brand .The firm was established in France in 1854 by Louis Vuitton and became known as one of the oldest French luxury fashion houses. In 1885, the firm opened its first overseas store in London. Following the death of Louis Vuitton in 1892, his son, Georges Vuitton took over the leadership of the firm. He was ambitious about taking Louis Vuitton to the next step — building a global brand and setting up a multinational corporation. By 1914, the company opened the Louis Vuitton Building of the Champs-Elysées, now a symbol of the success and prestige of the company. Though World War I had begun, the firm initiated its global expansion strategy by opening stores in New York, Bombay, Washington, London, Alexandria and Buenos Aires. In 1936, Gaston-Louis Vuitton took over the direction of the company when his father, Georges Vuitton, passed away. He guided the brand into its modern age. The company expanded its product line by applying the craftwork and design of its leather to small leather goods. In the mid 1970s, Louis Vuitton had become the world’s biggest luxury brand in terms of market share. By 1977, the company owned two stores in Japan with annual profits of US$10 million. It further tapped into the Asian market in 1983, in Taipei,

More about Louis Vuitton In Japan

Open Document