By: Khairul Arifin (kx2130@nyu.edu)
Luxury Insights
The workshop on Luxury and Beauty Marketing, led by Jonathan Siboni and Leslie Serrero, provided me with valuable insights into the strong connection between luxury brands and French history and society. France has been a prominent player in the luxury industry for centuries, and Jonathan revealed that it served as an economic growth catalyst for the country. The French possess a unique savoir-faire technique, a deep French understanding of the luxury industry encompassing production and marketing.
One distinctive aspect of luxury brands, setting them apart from common goods, is their ability to create demand rather than merely responding to consumer preferences. Luxury brands remain consistent in their brand DNA and heritage.
There are two crucial factors that contribute to the success of luxury brands. Firstly, trust and communication. It is essential to convey to the team that the brand embodies beauty and has the potential for success. Secondly, maintaining a balance between image and business. Luxury brands must clearly define when to invest in building their image and when to focus on generating revenue and profitability.
Customer Relationship Management is indeed a key highlight in luxury brands, and Louis Vuitton is no exception. The brand recognizes the importance of delivering exceptional service through its sales associates. Therefore, extensive training is provided to ensure that the sales associates possess the necessary knowledge and skills to provide a high-quality customer experience.
Visit to Louis Vuitton’s Headquarter
During a visit to Louis Vuitton's Headquarters, I observed that the sales associates were warm, welcoming, and attentive. The security officer also even behaved in an excellent manner attracting people to enter and answered questions. Everyone in the store dressed in a uniform elegantly, portraying the luxurious image of the brand.
I saw a high variety of product offered by Louis Vuitton, this is due to its heritage richness, craftsmanship and design excellence. Products that I saw from the store are; Handbags, travel bags, accessories, shoes, ready-to-wear, fragrances, watches, jewelry, writing instruments, and home & lifestyle.
In 1896, Monogram Canvas was introduced by Louis Vuitton's son, Georges Vuitton, featuring the interlocking "LV" initials and floral motifs. The logo of Louis Vuitton features “L” and “V” in a stylized, monogram pattern against a brown background. The logo represents the brand founder Louis Vuitton. Louis Vuitton has been known as a long-standing symbol of luxury travel. The brand served to the needs of aristocrats, royalty, and wealthy travelers, providing them with stylish and functional luggage. The trunks and travel bags resonate the spirit of adventure and exploration.
Louis Vuitton's Headquarter in Paris: Fashion & Bag Display
Louis Vuitton's Headquarter in Paris: Iconic Logo
Louis Vuitton's Headquarter in Paris: Founder
Louis Vuitton's Headquarter in Paris: Sales Associate and Iconic Trunk
Video on Sales Associate and Product Categories
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