Case Study - Vertu, Gucci, Lv

1832 words 8 pages
Executive summary Prestigious and Luxury brands such as Gucci, Louis Vuitton and Vertu represent the uppermost level and form of craftsmanship. They demand and hindercustomer loyalty that is not affected by trends. These brands set seasonal trends and are capable of generating consumers, wherever they are established. In luxury marketing, there is a delicate relationship between 4 factors that most strongly influence the purchase of the luxury consumer. They are the exclusiveness of the brand, the reputation of the brand, forms of distribution and price/value affiliation. Exclusivity cannot always be ensured due to immense competition. But by consequence, it is not the key requirement of a luxury consumer. The consumer bases their …show more content…

Gucci, LV and Vertu may want to go global to build a more brand and shareholder value, diminish reliance on their respective home countries, influence or leverage the active corporate technology, investing in growing markets to add revenue sources and more. Other factors or problems that impact whilst globalising LV, Gucci and Vertu are the unsteadiness in emerging markets, the change in consumer trends and purchasing behaviour, the economic slowdown, competition, management of global relationships and more. If Gucci, LV and Vertu were to expand in international markets Labour laws and taxations can be a problem too. For example, In Indonesia there many corporate tax implications i.e. extra corporate tax fillings. If the three brands wanted to expand in Israel the law would only permit them to do so if they had an Israeli joint partnership ( Other exertions that may arise if Gucci, LV and Vertu went global are the laws and regulations of the country, tariff costs, control and limits on exports, ensuring high levels of standards while producing goods in all countries and standardising them, technology and more. For example, if Vertu was to extend its market and go global they would have eventually had to open more factories. Problems or obstacles that may affect them are environmental issues, ensuring standardisation of quality, labour and