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C/M/1452. Gucci, Louis Vuitton, & Vertu: Lessons World's Most Exclusive Brands

WORDS:

1650

DATE:

2010

PRICE:

19.99 GBP

The paper looks at the leading fashion brands, i.e. Gucci, Louis Vuitton and Vertu, examining key success factors of their brands and the difficulties faced by the brands in most overseas markets they enter. The dilemma between adaptation and standardization strategies in international marketing is addressed, the exclusiveness of fashion status as a marketing communication strategy is discussed. This paper is answering the following questions: What are the key success factors in creating an exclusive product/service? Using the brands discussed in the case. What problems might arise in trying to build these three brands into global brands? Critically discuss what and how international marketing strategies can be applied to help organisations when entering a new geographical market territory? Exclusive brands may lose their aura of exclusiveness and fashion status, discuss methods to maintain this status and identify possible threats to these brands?

KEYWORDS: Gucci, Louis Vuitton, Vertu, branding, international marketing,