Case 6

Case 6: Louis Vuitton in Japan: The Magic Touch
What are the key success factors of LV in Japan?

According to the text provided, there are several key factors that contribute to the success
of Louis Vuitton (LV) in Japan:
High-quality products: LV has a history of high-quality products that appeal to Japanese
buyers' quest for perfection. This is important in a culture where quality and
craftsmanship are valued.
Culture and Conformity: In Japanese society, there is significant importance in maintaining
harmony and not standing out specifically. The need to conform to the group may explain
why many women in Japan own LV items, as it is a recognized and socially accepted brand.
Brand-building strategy: LV has been praised for its luxury brand-building strategy, even at
a time when economic prospects are not favourable. They have kept prices high and do
not offer discounts, which has helped preserve the exclusivity and status associated with
their products.
Advertising Strategy: LV has used big-name celebrities such as Jennifer Lopez, Naomi
Campbell, Kate Moss, and Uma Thurman in its advertising campaigns. Although his
advertising budget is relatively small compared to his revenue, the use of superstars has
helped generate and attract customers.
These factors, such as product quality, adaptation to local culture, brand strategy, and
effective advertising, have contributed to LV's success in the Japanese market.
What accounts for the two-tiered economy? Why areJapanese consumers (especially
women) purchasing luxurygoods during economically instable times?
According to the text, the two-tier economy refers to the situation in which Japan has
experienced a prolonged economic recession for more than a decade. This unstable
economic situation may explain why Japanese consumers, especially women, buy luxury
items in economically unstable times. Here are possible arguments based on the text:
"Parasite Singles": Sociologist Masahiro Yamada coined the term "parasite singles" to
describe single Japanese women who live with their parents, who provide them with
lodging and sustenance. These women have considerable disposable income and can
spend it on luxury items like Louis Vuitton.
Hedonism and Despair: According to theorist Jerry Colonna, some Japanese women may
be "living large" due to a lack of faith in the future and a sense of despair. The
combination of economic instability and a lack of future prospects can lead to hedonistic
behavior, where people seek pleasure and immediate gratification through purchases of
luxury items.
Pursuit of perfection and conformity: Japanese culture values the pursuit of perfection
and maintaining harmony in society. Owning luxury items, such as those from Louis
Vuitton, can be perceived as a symbol of status and quality, which aligns with Japanese
cultural values. In addition, conformity to the group can influence the purchase decision,
since owning a socially recognized luxury item can help to fit into society.
These are some of the possible explanations mentioned in the text for why Japanese
consumers, especially women, buy luxury items in economically unstable times. It should
be noted that these are theories and observations put forward by different experts and
sociologists and may not represent the motivations of all Japanese consumers.
What stimulates such a high demand for LV in Japan?What puts Louis Vuitton over its
competitors in Japan?
There are several factors driving high demand for Louis Vuitton (LV) in Japan and
positioning the brand above its competitors. These factors include:
Quality and Reputation: LV has a history of high-quality products that appeal to Japanese
consumers who seek perfection. LV's reputation for design and craftsmanship is a major
factor driving demand for its products.
Pursuit of Perfection: Japanese culture values the pursuit of perfection and harmony.
Known for their careful design and attention to detail, LV's products align with this pursuit
of perfection and thus appeal to Japanese consumers.
Importance of Brand Image: In Japanese society, image and social status are important
considerations. Louis Vuitton is a globally recognized luxury brand, and owning an LV item
can be seen as a symbol of status and success. This drives demand for the brand in Japan.
Advertising Strategy: LV has invested in advertising campaigns with famous superstars
such as Jennifer Lopez, Naomi Campbell, Kate Moss and Uma Thurman. These
partnerships with well-known celebrities help strengthen the brand's image and increase
its appeal to Japanese consumers.
Distribution and price control: LV maintains strict control over its distribution network and
refuses to discount its products. This helps keep the prices of your products at a high level
and preserves your exclusivity. Japanese consumers are willing to pay a premium price for
LV products, which contributes to demand.
In summary, the high demand for LV in Japan is due to the combination of the quality of
its products, the search for perfection of Japanese consumers, the importance of the
brand image, the advertising strategy, and the distribution and price control that position
LV above its competitors in the Japanese market.
Was there any strategy undertaken by LV to enter the Japanese market?

Clean is not mentioned in the text if Louis Vuitton (LV) undertook a specific strategy to
enter the Japanese market. However, the text mentions that LV has been successful in
Japan and has developed a strong customer base in the country. Some of the reasons that
contribute to this success include the quality of LV's products, its reputation, its
advertising strategy, and its ability to meet the needs and preferences of Japanese
consumers.
It is likely that LV has adapted its products and marketing strategies to appeal to Japanese
consumers, considering cultural characteristics and local market preferences. This may
have included designing products specifically for the Japanese market, choosing brand
ambassadors relevant to the Japanese market, and adopting distribution strategies that
match local buying habits and preferences.
Although detailed information on the strategies used by LV to enter the Japanese market
is not provided in the text, it is likely that the brand has made efforts to understand and
adapt to the Japanese market in order to establish a strong presence and achieve its
success in the Japanese market. country.
What are the challenges facing LV? And how should LV address them?
According to the text, Louis Vuitton is facing several challenges. These challenges include:
Fight against counterfeiting: Like many other luxury brands, LV has to deal with the
growing problem of counterfeiting its products. This challenge requires LV to take
measures to combat counterfeiting, such as shutting down illegal factories and taking legal
action against violators.
Retention of Lead Designers: LV's reputation also depends on its product designs, and the
loss of key designers could have a profound impact on the brand. LV must address this
challenge by ensuring it retains its talented designers and preventing them from being
tempted by the competition.
Excessive growth control: As the brand experiences significant growth, there is a risk of
expanding too quickly, creating too many new brands and opening too many stores. To
balance the exclusivity of its products and offering luxury to the masses, LV must maintain
a disciplined approach and avoid falling into the trap of becoming a mere retailer.
To address these challenges, LV could consider the following measures:
Step Up Anti-Counterfeiting Efforts: Continue to close illegal factories and crack down on
violators to protect brand authenticity and intellectual property rights.
Talent retention: Offer attractive incentives and professional development opportunities
to retain leading designers. Additionally, LV can work on creating a stimulating and
collaborative work environment that attracts and retains creative talent.
Strategic Growth Management: Maintain a disciplined approach to brand expansion,
ensuring each new brand or store opening aligns with LV's vision and quality standards.
This means carefully evaluating growth opportunities and maintaining a balance between
exclusivity and accessibility.
In short, LV must address the challenges it faces through a combination of anti-
counterfeiting legal action, talent retention and a strategic focus on its growth to maintain
its position as a leading luxury brand.
Members:
Sigrid Burgos
Giannina Zunino

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Case 6: Louis Vuitton in Japan: The Magic Touch

What are the key success factors of LV in Japan?

Was there any strategy undertaken by LV to enter the Japanese market?

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