루이비통 일본

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루이비통 일본 진출 전략과 성공사례 분석입니다. 모두 영문으로 되어있고 일본 사치품 산업에 대한 분석도

같이 포함되어 있습니다.

목차

1. History of LV and Set up in Japan

2. Global strategy of LV

3. Characteristics of Japan luxury market

4. LV’s Strategy in Japan

5. Success factors in Japan

6. Challenges

7. Next step and updates

8. Q&A

9. Key learning points 

본문내용

History of LV
The Foundation(1854-1892)
1854 - Louis Vuitton opens first store in Paris
1885 - first LV store opens in London, on Oxford Street
1892 - Vuitton dies; the Vuitton company begins selling handbags.
The Golden Age of LV(1893-1936)
1893 - Georges (Louis’s son) begins his campaign to make the company into a worldwide corporation.
1936 - The golden age of Louis Vuitton ends as Georges Vuitton passes away. Estimates attribute Georges Vuitton with over 700 new Vuitton designs.

The Modern Age of LV(1978-1996)
1978 - Vuitton opens its first stores in Japan, in Tokyo and Osaka.
1984 - Vuitton expands its presence in Asia by opening its first store in Korea, in Seoul.
1987 - The world’s largest luxury-goods conglomerate(LVMH) was established.
1992 - The first store in China is opened at the Palace Hotel in Beijing.
LV in the 21st century(1997-present)
Appointed designer Marc Jacobs as art director.
Opened famous store in New York City.
Opened more stores in San Paulo, Johannesburg and Shanghai.

참고 자료

www.lvmh.com
Effects of earthquake on Japan’s luxury business http://www.chinadaily.com.cn/cndy/2011-04/26/content_12393360.htm
Future of luxury business in Japan
http://www.carterassociates.net/aboutJapan/view_04_Luxury.html
Bain and company’s forecast of luxury business
http://www.businesswire.com/news/home/20110503006336/en/Bain-Company-Predicts-Percent-Growth-Global-Luxury