Organisational structure of Louis Vuitton : the secret to Louis Vuitton’s success in the high-end fashion industry.
Phung, Nam (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121838406
https://urn.fi/URN:NBN:fi:amk-2025121838406
Tiivistelmä
This thesis provides an insight into why Louis Vuitton has been able to maintain its leadership in the luxury fashion industry for over a hundred years. The thesis covers the company's organizational structure, marketing strategy, and risk management, in order to answer the research question: What is the secret to Louis Vuitton's success in the luxury fashion industry?
This study is based on secondary research, including books, academic articles, industry reports and official publications released by Louis Vuitton and LVMH. The method used in the study is analysis - synthesis, combined theoretical research and further analysis of practical examples. The methods are combined to understand how this brand operates and adapts.
The research results show that Louis Vuitton's success is not only due to its long-standing brand value but also due to its effective business strategies: products are constantly renewed, typically seasonal collections. At the same time, although it is a long-standing fashion brand, Louis Vuitton is not outdated but actively uses digital platforms and e-commerce applications. However, it cannot be denied that part of the company's success also comes from loyal customers, and exclusive shopping experiences also contribute to strengthening the loyalty of this customer segment. In addition to a wise marketing strategy, risk management is also essential. To do this, the brand is always proactive in the face of market downturns, economic challenges and the increasing competition of the second-hand luxury goods market. Louis Vuitton, with its effective crisis communication strategies, sustainable development efforts and strong partnerships, has steadily overcome risks in its development process and maintained its position.
This study is based on secondary research, including books, academic articles, industry reports and official publications released by Louis Vuitton and LVMH. The method used in the study is analysis - synthesis, combined theoretical research and further analysis of practical examples. The methods are combined to understand how this brand operates and adapts.
The research results show that Louis Vuitton's success is not only due to its long-standing brand value but also due to its effective business strategies: products are constantly renewed, typically seasonal collections. At the same time, although it is a long-standing fashion brand, Louis Vuitton is not outdated but actively uses digital platforms and e-commerce applications. However, it cannot be denied that part of the company's success also comes from loyal customers, and exclusive shopping experiences also contribute to strengthening the loyalty of this customer segment. In addition to a wise marketing strategy, risk management is also essential. To do this, the brand is always proactive in the face of market downturns, economic challenges and the increasing competition of the second-hand luxury goods market. Louis Vuitton, with its effective crisis communication strategies, sustainable development efforts and strong partnerships, has steadily overcome risks in its development process and maintained its position.