Louis Vuitton: as estratégias de marketing da empresa no mercado de luxo a partir de 1989
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Data
2024-07
Autores
Orientador
Milan, Edmilson
Banca
Franke, Luciane
Conto, Samuel Martim de
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Resumo
Tradição, prestígio, luxo e exclusividade são características que definem a maison Louis Vuitton, uma marca centenária, que, ao longo dos anos, presenciou desavenças econômicas, políticas e conflitos armados, que, no entanto, tornaram-se fatores impulsionadores para o desenvolvimento da empresa, a qual, através de estratégias voltadas para a fabricação de produtos de qualidade, é, atualmente, uma das lojas de luxo mais cobiçadas do mundo. O presente trabalho buscou contextualizar os principais conceitos de marketing, luxo e moda e descrever de forma breve a história da maison Louis Vuitton, com o objetivo de identificar as principais estratégias de marketing utilizadas após o ano de 1989, com a inserção de Bernard Arnault, na administração do grupo Louis Vuitton Moët Hennessy (LVMH). Por meio de uma pesquisa documental, este estudo de caso identificou que as principais estratégias de marketing foram: segmentação de mercado, diversificação, distribuição (praça) e Co-branding.
Tradition, prestige, luxury and exclusivity are characteristics that define the maison Louis Vuitton, a century-old brand, which, over the years, has witnessed economic, political disagreements and armed conflicts, which, however, have become driving factors for the development of company, which, through strategies aimed at manufacturing quality products, has currently become one of the most coveted luxury stores in the world. This work sought to contextualize the main concepts of marketing, luxury, fashion and briefly describe the history of the maison Louis Vuitton, with the aim of identifying the main marketing strategies used after 1989, with the insertion of Bernard Arnault, in the management of the Louis Vuitton Moët Hennessy (LVMH) group. Through documentary research, this case study identified that the main marketing strategies were: market segmentation, diversification, distribution (place) and Co-branding.
Tradition, prestige, luxury and exclusivity are characteristics that define the maison Louis Vuitton, a century-old brand, which, over the years, has witnessed economic, political disagreements and armed conflicts, which, however, have become driving factors for the development of company, which, through strategies aimed at manufacturing quality products, has currently become one of the most coveted luxury stores in the world. This work sought to contextualize the main concepts of marketing, luxury, fashion and briefly describe the history of the maison Louis Vuitton, with the aim of identifying the main marketing strategies used after 1989, with the insertion of Bernard Arnault, in the management of the Louis Vuitton Moët Hennessy (LVMH) group. Through documentary research, this case study identified that the main marketing strategies were: market segmentation, diversification, distribution (place) and Co-branding.
Descrição
Palavras-chave
MARKETING; SEGMENTAÇÃO; LUXO; MODA; LOUIS VUITTON; SEGMENTATION; LUXURY; FASHION
Citação
FEYH, Cindy. LOUIS VUITTON: AS ESTRATÉGIAS DE MARKETING DA EMPRESA NO MERCADO DE LUXO A PARTIR DE 1989. 2024. Monografia (Graduação em Administração - LFE Administração de Empresas) – Universidade do Vale do Taquari - Univates, Lajeado, 10 jul. 2024. Disponível em: http://hdl.handle.net/10737/4392.