PROST!

P R O D U C T I V I T Y T R U S T T E A M W O R K

M. Alfin Zaini | Indra Prihatta | Ari Febrianto |

Irene Natasha D. S | Ferdy Adhiputra |
Sugeng Siswanto | Hasanah

Sabtu, 28 Mei 2022

LOUIS VUITTON IN
JAPAN
 1 History of the Brand: Louis Vuitton

2 Market Segmentation

3 Targeting and Positioning

Contents 4 Challenges and Opportunities for LV in Japan

5 Future Challanges

6 LV Reinvent and Regain

Attested Fame in Japan
 History of the Brand:
Louis Vuitton
• LV didirikan di France pada tahun 1854 oleh Louis
1854-The Vuitton
Early • 1858, Vuitton memperkenalkan Trunk (kontainer
untuk perjalanan jauh) menggunakan bahan kedap
air
• 1871, Universal Exhibition in Paris Yama Iwao
menjadi pelanggan Jepang pertama yang tercatat
memesan satu set koper

1893-Golden • 1893, George Vuitton membangun global brand dan

Age memperkenalkan LV ke Amerika
• 1896, Launch Monogram Canvas (dipatenkan)

• 1977, Perusahaan memiliki 2 toko di

Jepang, Tokyo dan Osaka
1978-Modern • 1983, Memasuki pasar Asia di Taipe
Age dan Taiwan
• 1984, Memasuki Korea Selatan
(Soeul)

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 Market Segmentation
Demographically – Sex and Age, wanita muda memiliki
kecenderungan lebih memperhatikan gaya
berpenampilan – Beauty conscious. Income, High income
untuk kelas luxury

Geographically – Jepang concern terhadap Luxury brand

Geodemographically – Store di daerah menengah ke atas

Behavior – Lifestyle/ Social Culture, masyarakat Jepang

yang sangat memperhatikan penampilan yang
menentukan status social. Consumer Needs, Mindset
akan high quality products

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 “Different targeting strategies suit different opportunities”
Targeting
 Wanita muda (usia 20an tahun ke atas)
 Menyukai luxury brands – Louis Vuitton is the brand
 Membutuhkan social stature dengan luxury brands
 Middle level incomes and above
 Membeli tren terkini dari luxury brands
 Kelompok sosial sangat penting bagi mereka
 Pembaca majalah fashion
Positioning
P R O PD RUOC DT UI VC IT TI Y
V I T Y
T R U TS RT U TS ET A TMEWA OMRWK O R K
Strategic Approach
Perubahan consumer behavior menjadi peluang untuk
mengembangkan lini produksi baru sesuai keinginan wanita
muda Jepang, yakni fashion brands – ready to wear fashion
Berkolaborasi dengan Japanese artist, Takashi Murakami
(2002) untuk menjangkau minat pelanggan lokal 
merupakan langkah untuk strategi bisnis dan “commerce”
Pasar Jepang hanya dapat dianalisa oleh orang Jepang,
Kiyotaka Fuji (2006) menggantikan Kyojiro Hatta. Visi Fuji
yakni membuat produk kolaborasi kreatif, pasar anak,
investasi pada bisnis internet  Growth Market Strategy
Mengenalkan “Kabuki” di Paris sebagai salah satu strategi
global, integrasi antara kultur dan implementasinya pada
selected markets
Strategi kolaborasi kreatif untuk memperluas segmen/
target market
 Challenge and
Opportunity
• Younger generation losing appetite –
Wealthy old generation increasing
purchasing power
• Online selling counterfeit products scandal
– Create its own online store
• Overusing “limited edition” as marketing
strategy – Open store in middle-city
• Maintain brand image – Offering
fashionable and up to date design

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 GLOBAL FUTURE CHALLENGE
The most serious question of whether Louis
Vuitton had reached its growth potential or not
• highly dependence on Japanese
market
• fight against counterfeiting
• control of the multinational business

JAPANESE LUXURY MARKET

Japan is the world’s largest market, and has the
highest per capita spending for luxury goods
•luxury brands competition
•consumer behavior in Japan
•new perspectives of market
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 REINVENT AND REGAIN
1 IN JAPAN, THE SHARE PERCENTAGE OF THE LV GROUPS
REVENUE HAS BEEN DECLINING OVER THE PERIOD OF 3 YEARS,
FROM 26% IN 2006 INTO 20% IN 2008
Remind the
brand’s tradition,
luxuries and
intrinsic value

Incorporate the
culture of the
5 Build alliances
country by use
some local
2
with Japan people
STRATEG celebrities,
IC PLAN influencers,
socialite
OF
ACTION

Continue image of
Tap the secondary having global
cities of Japan collections and
which offer pre-established
product targeted image of high
4 quality of a LV 3
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 REINVENT AND REGAIN (ACTION PLAN)
HOW COULD LV REINVENT ITSELF AND REGAIN WHAT USED TO BE ITS WELL-ATTESTED FAME
IN JAPAN
* Create valuable experience of shopping and owing a LV genuine products
* Boost the experience about the quality of a LV
* Extensive marketing and advertising through all forms of media to rekindle the experience of a LV 1
* Be agile in unexpected circumstances. The downturn of economic due to economy itself or pandemic

* Positioning and targeting model to kept under strict control

* Play with the consumer psychology through commercial 2
* Understanding of the market for brand respects and values the market
* Creating specific product ranges exclusively for a market
* Counter the marketing gimmick of frequent limited editions
* Expansion into kids clothing, accessories, a smaller and more affordable product
3
* Leverage the products using the web and e-commerce space

* Re-evaluate current demographic condition. This can direct LV how to target the market
* Ultra high range showroom – flagship stores at most prime locations
4 * Expensive product targeted at the rich and aristocrat families
* Create a 3rd sub brands which is more vibrant, quirky and also focus on the younger

* Training more designers or hiring different designers who would be region specific
* Ensure the brand values does not get diluted to a mass market product
5 * Feels a class apart to own a genuine of a LV, rather than other competitor or substitution products
* Build loyalty. Customers buy certain pieces in certain time can be taken to LV workshop
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TERIMA
KASIH
 New Perspective of Consumer Behavior - Collaboration
References

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 New Perspective of Consumer Behavior in Japan
“Different targeting strategies suit different opportunities”

Evaluasi target pasar

 1998 Creating Limited edition collections  Ready to wear collections
 Late 1990s Collaborations with Designers / Popular artist
 2001 Jewelry
 2002 Tambour watch

LVMH has 5 division:

 Fashion and leather goods
 Selective retailing
 Wine and spirits
 Perfumes and cosmetics
 Watches and jewelry

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