Target Market
LV uses demographic targeting strategy to target their customers
-Both men and women
- Age: ranging from young adults to seniors (22 -65 yrs old)
Income: around $5,500 or above per month.
Keys to success
Mass marketing
Deploying (впровадження) mass-marketing techniques- celebrity endorsement (підтримка) and sport sponsorship (спонсорство).
Control
"We do everything ourselves from creativity through manufacture and design." - CEO Yves Carcelle.
• Status
Gain higher sales, retain (збережіть) your high status. • Differentiation
By its products, services, channels.
Place
-Department Stores:
- Macy's New York
- Bloomingdales
- Saks Fifth Avenue
• Exclusive Distribution
- Limited number of stores and retailers.
PROMOTION
· Advertisements
- message : convey luxurious image
-means of media : high-end fashion magazines. Eg. Vogue, Elle
-Billboards
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