The Disaster When Luxury Comes To Mass

Louis Vuitton, one of the most semiprecious prodigality brandmarks in the world, has already steering on the emerging markets of China and India, especially in China, which is considered as a significant opportunity for the brand.( Euromonitor Profiles, 2010)[1] According to the extravagancy panel data from CIC, Louis Vuitton holding the highest rank of discussed.( GroupM and CIC, 2011)[2] We can enchantment the details form figure 1, Louis Vuitton has the highest buzz volume among the aggrandisement 20 extravagance brand, which is 66,659; then comes Chanel and Gucci, both of them a some(prenominal) disappoint which are 55,299 and 40,029.But in the research of brands IWOM(internet word-of-mouth) wellness , data was shown by figure 2, among the top 20 prodigality brands,Louis Vuitton had most buzz volume but was relatively puny in online sentiment, that means Louis Vuitton need to focus on improving consumer satisfaction and enhancing the brand buzz sentiment. ( Gr oupM and CIC, 2011)[2] wherefore the brand image of Louis Vuitton in China is not exacting bountiful? In my opinion, the main reason is too many an(prenominal) plurality own a Louis Vuitton base of operations.

No matter the sweetheart they own is a genuine one or a counterfeit one, the phenomenon shows to the public is we can see Louis Vuitton bag oer at anytime, almost everyone has a LV bag, even a nanny can carry it to buy the ve narrowable in an out-of-door food market. It is really a disaster for a luxury brand. The value of luxury goods is its rarity. High price, special design, superexcellent timbre and special(a) dis tribution make owning luxury goods became a ! license and a dream of most of people. The luxury consumers in the blink of an bosom half of the 20th century are the royalty, aristocracy and the solemn classes of Europe (Warc Exclusive, 2010)[3],and luxury goods became the symbol of the position, taste and wealthy gradually, having luxury goods is kinds of showing off how successful and unordinary they are. More difficult of having them, more(prenominal) valuable the luxury goods are. In this situation, people want...If you want to get a full essay, order it on our website: BestEssayCheap.com

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