S.No.

Topic Slide number

1 Introduction 8

2 Market 18
Segmentation
3 Marketing Mix 22

4 Product Range 27

5 Major
Competitors
29
INDEX
6 Price Range 31

7 SWOT Analysis 33

8 Quiz 35

9 Conclusion 36
INTRODUCTION
LOUIS VUITTON
LOUIS VUITTON

• FOUNDER: Louis Vuitton

• FOUNDED IN: 1854 in Paris
• INDUSTRY: Fashion
• PRODUCTS OFFERED: Apparel, handbags, accessories,
shoes
• PARENT COMPANY: LVMH
• TAGLINE AND MOTTO: “L.V the Truth” is an abstract
slogan that is still relatively straight forward and easy to
interpret in a variety of ways, depending on the value
different consumers place on LV as a luxury brand.
 BUSINESS GROWTH
• From the launch of its first trunks in the 1850s to its ready-
to-wear debut in the ’90s, Louis Vuitton has remained a
leading symbol of luxury for nearly 200 years. Today the
company is the largest luxury brand in the world and is part
of LVMH, but it began as a family-owned firm. There are
now more than 6000 stores in operation around the world.

• In 1837, a 16-year-old Louis Vuitton ventured to Paris,

where he began working as an apprentice for trunk
designer Monsieur Marechal. After 17 years under
Marechal’s tutelage, Vuitton left to start his own business.
He would soon become one of the luggage industry’s
biggest innovators, creating flat-topped trunks and
inventing “unpickable” locks.
 HISTORIC MILESTONES: LANDMARK EVENTS IN LV'S JOURNEY

Birth of the Opened first First Store in LV celebrates

first LV store at Japan [Tokyo First LV Store 150 Years of
store In Oxford Street, and Osaka] in South Sophistication
Paris London. Korea

1854 187 188 1888 1978 1979 1984 1997 2004

6 5 2009

Protection Louis Vuitton First Store Marc Jacobs as LV high jewelry

against Registered in Artistic Director was introduced
Duplication Trademark Singapore [“prêt-à-porter”
line of clothing
for women and
men]
 EVOLUTION OF THE LOGO
• The logo of the fashion house, crafted in
the mid 19th century, has remained
unchanged over the years, with the only
modifications being the introduction of
supplementary emblems and the
temporary removal of the wordmark,
leaving the monogram as its sole
component.

• The brand employs two distinctive versions

of a stylized flower as additional symbols:
one features four elongated, pointed petals
within a black rhombus. At the same time,
the other presents a rounded flower
encased in a solid circle.

• These symbols are central to the brand’s

visual identity, often embellishing its high-
quality leather and fabric items.
INTRODUCTION
VERSACE
• FOUNDER: Gianni Versace
• FOUNDED IN: 1978
• INDUSTRY: Luxury Fashion
• IT OFFERS: Apparel, shoes, bags, accessories, fragrances,
homeware, haute couture. It also provides services through
Palazzo Versace hotels.
• PARENT COMPANY: Capri Holdings
• MOTTO: The Versace name is identified with a lifestyle and
attitude that celebrates uniqueness and the power of a
person who feels the ultimate freedom to be themselves.
• “Decide what you are, what you want to express by the
way you dress and the way you live."
 BUSINESS GROWTH
• The Versace brand gained worldwide recognition for its iconic designs and the
ability to set trends. Prominent figures from the entertainment industry and the
fashion world proudly wore Versace creations on red carpets and in fashion
magazines. This contributed to making the brand a symbol of luxury and style.

• After opening the Milan boutique in 1978, Versace quickly became a sensation on
the international fashion scene. His designs employed vivid colors, bold prints
and cuts, which was a refreshing contrast to the prevailing taste for muted colors
and simplicity.

• The Brand was founded in 1978 by Gianni Versace and run by his family; his
sister Donatella Versace and brother Santo Versace while Donatella's daughter,
Allegra Versace Beck, became the controlling shareholder having inherited her
uncle Gianni's share.

• In the fiscal year ended March 30, 2024, Versace had global revenues of
approximately one billion U.S. dollars, a slight decrease on the previous year.
Over the displayed time period, the revenue of Versace has increased, starting at
roughly 840 million dollars in 2020.
 VERSACE’S HISTORIC MILESTONES
1978
•Versace opened his first boutique in Milan.
•Launched his first menswear collection.
1982
•Developed and premiered a lightweight fabric at a
Paris Opera show.
•Won his first award for the Fall/Winter women's
collection.
1989
•Introduced Atelier Versace, a haute couture line.
1993
•Launched Home Signature line: tableware, linens,
lamps, carpets, etc.
1994
•Brand generated nearly 1.2 trillion at wholesale.
2019
•Donatella paid homage to the original bondage
collection for Fall/Winter 2019.
2021
•Revived the inspiration with an Atlantis-themed
Spring/Summer show.
EVOLUTION OF THE LOGO
1980-1990
This logo, with its close-knit sans-serif typeface, symbolized
the intimate connection between the designer and the
emerging brand, laying the foundation for Versace's future
iconic designs and luxury appeal.

1990-1997
In the 1990s, Versace revamped its logo with bold, capitalized
text in a strong sans-serif typeface, symbolizing the brand's
confidence and prominence.

1993-1997
In the mid-90s, Versace transformed its visual identity with the
introduction of the iconic Medusa emblem, drawing from Greek
mythology to embody luxury and allure

1997-2008
The all-caps wordmark beneath a delicate Medusa symbolized
Versace's resilience and commitment to honoring its legacy.

2008 onwards
Since 2008, Versace's logo has balanced classic elegance and
modern minimalism, featuring both detailed and streamlined
versions to reflect its heritage and appeal to diverse
audiences.
 MARKET SEGMENTATION: LOUIS VUITTON

Louis Vuitton segments their customer based on the demographics

(age, gender, income), psychographics (lifestyle, status), and usage
rate.

1.Demographic Segmentation:
Louis Vuitton targets wealthy women and men aged 16 to 80.
2.Psychographic Segmentation:
They focus on lifestyles and status, appealing to jet setters,
trendsetters, and those seeking prominence, especially in nations like
China and Brazil where social rank is important.
Their motto, "The Art of Traveling," aligns with a luxurious lifestyle.
3.Rate Segmentation:
Heavy users receive special attention, including seasonal catalogues
and exclusive product invitations, with their purchasing data stored
for future engagement.
 MARKET SEGMENTATION: VERSACE

• Versace, a prominent brand in the retail industry, is

renowned for embodying glamour and sophistication. Its
appeal transcends age groups and lifestyles, capturing the
essence of the "Carpe Diems" aged 18-30 who embrace
dynamic trends regularly.

• Additionally, Versace designs pieces tailored for

millennials, particularly women aged from their early 20s
to their mid-40s. Beyond these demographics, the brand's
primary target market comprises urban high-end
consumers, celebrities, influencers, and passionate
fashion enthusiasts.
WHAT DOES
EACH ELEMENT
OF THE
MARKETING MIX
COMPRISE OF….
MARKETING MIX: LOUIS VUITTON
PRODUCT STRATEGY
• Louis Vuitton is a premium luxury brand that sells finest products. It makes
100% pure leather products and pays utmost care to not let be the designs and
make of the product easily imitable. The company hires finest craftspeople and
ensures that the product is completely unique.
• The company registers all its designs and product to avoid imitation. Louis
Vuitton makes finest bags, unique dresses, designer shoes, and exquisite
watches. They also have other range of products such as wallets, eyewear,
jewelry, scarves, briefcases, belts, etc. All these cover the products in the
marketing mix of Louis Vuitton. Despite the Covid pandemic, the brand
managed to thrive its business globally after an initial setback.

PRICE/PRICING STRATEGY
• Louis Vuitton uses value based pricing in its marketing mix for its products.
Since customers perceive the company’s products as high value products, the
customers are willing to pay the amount.
• Louis Vuitton pays special attention to the quality of the material, the designs
and make of the products. Thus, the cost price of the products eventually goes
very high. Since the target customers of the brand are elite and upper middle
class customers, Louis Vuitton uses premium pricing policy to price its products.
The brand and its product are a style statement and hence customers easily
pay the exorbitant prices.
PROMOTION STRATEGY
• Louis Vuitton employs famous musicians, actors and models in their marketing
campaigns. Some of the well-known personalities who have been associated
with the brand are J-Hope of BTS, Felix of Stray Kids, Hyein of NewJeans, Jackson
Wang, Jennifer Lopez, etc. Louis Vuitton Is a luxury brand and hence the
celebrities make a better emotional connect with the celebrities. Its primary
source of promotion is print media. In cosmopolitan cities, magazines and
billboards work the best.
• The exclusiveness of the Brand is portrayed through fashion magazines that the
elite class reads. Louis Vuitton does not use television as a medium of
promotion primarily because it chooses to remain as a luxury brand and there
by wants to be seen by a certain class of people. Thus it reaches out at its
target audience directly rather than using multiple channels.

PLACE STRATEGY
• Louis Vuitton ensures exclusive distribution channel. Their products are not sold
at any departmental stores. The company believes in having their own stores.
Louis Vuitton have their highly specialized sales persons trained to treat their
customers with utmost care. They treat their customers with high warmth and
provide personalised attention.
• They have limited stores and hence the customer walks up to the store. The
limited Louis Vuitton stores reduce costs for the company because the
distribution channel is shorter.
MARKETING MIX: VERSACE
PRODUCT STRATEGY
• Versace always believed in offering modern and fashionable products starting from its
beginning. Gianni Versace, the man behind the brand, presented his first collection for
Callaghan, Genny and Complice. The collection was accepted with great appreciation.
The brand started by launching clothing for both women and men, but now it has
moved to jewelry, accessories and home furnishings.

• After the death of Gianni Versace, Donatella Versace took the ownership in hand and
introduced ‘Young Versace’ and ‘Versus’ in 1993. Versace designs customized products
for famous celebrities: Ningning of AESPA, Hyunjin of Stray Kids, Prince of Wales and
Hollywood celebrities like Anne Hathaway. The products designed by Versace are known
for their unique products and the latest and trendy designs which set up a new style
statement in the world of fashion.

PRICE/PRICING STRATEGY
• Versace has placed itself in the premium section targeting high end segment of the
society. Versace attracts people with urban lifestyle and high purchasing power.

• The company has made the price proportional to the quality and design of the products.
This type of marketing mix pricing strategy is called premium pricing where the
customers are ready to pay to get the quality product as per their needs. Versace
provides exclusivity in its products and hence are charged with high prices.
PLACE STRATEGY
• Versace manages the commercial presence and sales activities of the Versace
fashion house in Italy and across the EMEA, APAC and American Regions through the
Sales, Distribution, and Retail departments as opposed to Louis Vuitton. Till 1991,
Versace stores were limited only to Italy, The first Versace boutique to open out of
Italy was in Glasgow, Scotland.

• After which, Versace continued to expand globally. Versace now distributes its
products using a world-wide network including more than 180 boutiques and 1500
whole sellers. In 2015, Versace joined hands with H&M and released a new clothing
and accessory line which are being sold in H&M stores.

PROMOTION STRATEGY
• Versace started with sponsorship and partnership to promote more. It made a
partnership with Lamborghini in 2006 producing Lamborghini Murciélago LP640
VERSACE. The interior of the car was the work of Versace.
• The brand also came up with Versace Residencies & hotel chains to promote the
luxurious brand name.

• Selective Distribution:
Versace operates a network of meticulously crafted flagship stores that reflect its high-
fashion appeal and cheeky spirit. It also partners with luxury retail department stores,
such as Nordstrom and Farfetch.
🅟🅡🅞🅓🅤🅒🅣🅢
 MAJOR COMPETITORS OF LOUIS VUITTON
• Louis Vuitton faces intense competition from a range of high-
end fashion brands, each offering distinctive styles and brand
identities.
• Versace and Prada known for their cutting-edge and bold
fashion statements, challenge Louis Vuitton in the trendsetting
segment.
• Chanel and Hermès stand out for their iconic luxury,
particularly in handbags and accessories, which closely rival
Louis Vuitton's market.
• Christian Dior and Gucci compete with their modern yet
elegant designs, often appealing to a similar upscale clientele.
• Burberry and Ralph Lauren focus on timeless and classic
aesthetics, with strong influences in outerwear and lifestyle
collections.
• Valentino, with its haute couture and sophisticated designs,
also provides tough competition in the high fashion arena.
• On the more accessible end, Zara competes with its fast
fashion model, offering trendy styles at lower prices, while
Hugo Boss presents a sophisticated, business-ready appeal,
particularly in men's wear.
• Together, these brands create a dynamic and competitive
environment for Louis Vuitton across various fashion categories
 MAJOR COMPETITORS OF
• VERSACE
Versace's competitors include Louis Vuitton, a
global leader in luxury known for its iconic
monogram and craftspersonship
• Gucci, which rivals Versace with bold, fashion-
forward designs.
• Christian Dior offers timeless elegance and
haute couture, while Burberry is known for its
classic British heritage.
• Ralph Lauren focuses on a sophisticated, all-
American style, and Prada excels in minimalistic
luxury with a modern edge.
• Zara stands out with fast fashion trends at
affordable prices, contrasting with luxury houses
like Hermès, known for ultra-premium craft work,
and Hugo Boss, which leans towards tailored and
business attire.
• Valentino adds to the competition with its
PRICE OF
LOUIS
VUITTON
PRODUCT
S
PRICE OF
VERSACE
PRODUCT
S
1. Which fashion house was founded
first?
A) Louis Vuitton 3. Which LV product is famously
B) Versace associated with its monogram
C) Both were founded at the same design?
time A) The Speedy Bag
D) None of the above B) The Neverfull Bag
C) The Keepall Bag
D) All of the above
2. Who is the founder of Versace?
A) Giorgio Versace
B) Gianni Versace 4. In what year did Gianni Versace
C) Donatella Versace found his fashion house?
D) Karl Lagerfeld
ANSWER
A) 1978
S B) 1980
1. A 3.D C) 1982
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