Luxury brands: standardized or adapted Free Essay, Term Paper and Book Report
Luxury brands: standardized or adapted
International Marketing
Word Count: 6,455
1. Introduction 3
1.1 The luxury goods industry 3
1.2 Research approach 3
1.3 Definition of luxury brands and brand image 4
2. Literature Review 5
3. Moët Hennessy Louis Vuitton (LVMH) 9
3.1 Company overview 9
3.2 Strategic Analysis 10
4. Discussion of the findings 12
5. Limitations and implications for further research 17
6. Conclusions 18
Appendices 20
Appendix 1: LVMH Companies & Brands 20
Appendix 2: PPR Companies & Brands 21
Appendix 3: Richemont Group Companies & Brands 21
Appendix 4: Datamonitor Stats 22
Appendix 5: LVMH Sales by region 23
Appendix 6: SWOT Analysis 24
References 25
1. Introduction
1.1 The luxury goods industry
The luxury goods industry has experienced some marked changes over the last 20 years. A once fragmented industry typified by a multitude of small and specialized French producers, has transformed into a market dominated by conglomerates facing international competition, particularly from the large American and Italian fash......
Word Count: 7665
Page Count: 30.6 (250 words a page / double spaced)
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