X Marketing strategy of luxury brands

Vasak, Constance

The title of this thesis is : Marketing strategy of luxury brands. This subject has been chosen in order to highlight the marketing strategies of luxury brands. Luxury marketing in comparison to traditional marketing, known to everyone, is a much more targeted sector for a limited number of people. To perfect this study, this thesis is based on the analysis of the marketing strategies of two large and traditional French luxury brands: Chanel and Louis Vuitton, a know-how recognized throughout the world. The aim of this thesis is to verify the following research questions : In what way do Chanel and Louis Vuitton have similarities, differences in their marketing strategies and how are they put in place ? Why do these brands have these particular strategies and how do they maintain those specific strategies overtime ? In the first chapter, readers will become more familiar with marketing and luxury terms. They will have a better comprehension of different concepts, ideas about luxury and marketing in general. The second chapter will deeply analyse the marketing startegies of Louis Vuitton and Chanel through different criterias such as the positioning, the product, the pricing, the place and the promotion. This thesis will enable readers to have a better understanding and knowledge about the marketing strategies of Chanel and Louis Vuitton.

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