Louis Vuitton: in line for a €25,000 bag – Podcast S2E3

Why do people line up for an expensive bag? How can Louis Vuitton generate billions and still give its customers a sense of scarcity? The biggest brand under the luxury group LVMH has existed for over 150 years and is more successful than ever. And how is it that brands like Moët, Hennessy, Tag Heuer, and Dior remain so large? In this podcast, we discuss the answers and more.

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Every two weeks a new episode about positioning with an analysis of a special brand or market. Hema, IKEA, Nike and Red Bull have already been featured. Curious? Check out the other podcasts here.

Positioning Louis Vuitton and LVMH

MOËT, HENNESSY, LOUIS VUITTON are just a few brands of the luxury group LVMH, one of the largest companies in the world, led by the richest man on earth: Bernard Arnault.

We discuss this conglomerate and its mega successful strategy using Louis Vuitton: the flagship brand of LVMH. We wonder what can be learned from a company that launches one successful luxury brand after another. Because besides MOËT, Hennessy and Louis Vuitton, brands like DIOR, Sephora, Tag Heuer and many others are also part of LVMH.

But how can a company be so successful in setting up dozens of luxury brands? And why is the consumer susceptible to their marketing? What strategy does LVMH use with Louis Vuitton and what can other brands learn from this?

We dive into the history of LVMH, but also look at the rise of luxury brands in general and try to predict where it is heading. We get interesting insights from brand strategists Ties and Tal and marvel at the profound lyrics of rappers and artists, for whom Hennessy and Louis Vuitton are institutions.

Don’t be a Penguin

Do you want to contribute to our show? Do you have suggestions for themes or questions for Ties and Tal about marketing and positioning? Send them to [email protected] or leave a message or comment where you watch or listen. Thanks for watching and see you next time!

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