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Marketing mix analysis of Luxury Brands among too 100 Global Brands in footwear segment.
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In Top 100 Brands
LOUIS VUITTON MONET HENNESSY (LVMH)
A French fashion house.
Bernard Arnault (Chairman and CEO).
World’s largest luxury goods
conglomerate.
430 Stores worldwide.
GUCCI GROUP
Gucci: part of Gucci group owned by a
French company “Pinault-Printemps-
Redoute”.
Founded by Guccio Gucci in Florence in
1921.
609 stores worldwide.
PRADAPrada -An Italian fashion label
specializing in luxury goods.
Deals in ready-to-wear, leather
accessories, shoes, luggage and hats.
The company was started in 1913 by
Mario Prada.
Prada shoe line was released in 1984.
250 Prada stores in 65 countries.
ARMANI
An Italian fashion house, found in Milan on
July 24th, 1975.
Operates in 10 sub labels.
Lifestyle products including apparel,
accessories, eyewear, watches, jewellery,
home furnishings, fragrances and cosmetics.
500 stores worldwide-- stores in 46
countries.
Brand Management --- 5P’s
• Product• Price• Place• Promotion• Positioning
Louis Vuitton footwear
Men Women
Lace ups
Open style
Loafers
Sneakers
Ankle boots
Buckle shoes
Loafers
Sandals
Ankle boots
Sneakers
Ballerinas and pumps
BootiesBootsFlatsSandalsSlidesSneakersThongsPumps
BootiesBootsLace-upsMoccasinsSlidesSneakers
Gucci footwear
Men Women
BootiesLace upsLoafersSandalsSneakersAmerica’s cup
Prada
Men
Boots
Sneakers
Lace up shoes
Armani footwears
• Men - starting from $128.
• Women - starting from $99.
• Men- starting from$71.
• Women – starting from $60.
• Mens - starts from $75.
• Women - starts from $65.
• Women – starting from $ 195.
• Men – starting from $350.
Louis Vuitton Gucci
PradaArmani
LondonParis
Rome Miami
New YorkMumbai
TokyoEuropean cities
LV •Celebrity marketing campaign.•Rappers•Print ads, billboards.•Television advertising.
Gucci •Celebrities – award functions.•High print media ads-- magazines.•Through charity shows.
PROMOTION
Prada •Fashion Shows.•Travelling Art Gallery-WAIST DOWN.•Magazines.•Movie depiction.
Armani •Fashion Shows.•Designer for celebrities in movies.•Magazine ads featuring celebrities.•Celebrities – Red Carpet
Positioning
• Haute Couture.• Target- highly affluent customers.• Positioned – exclusivity via fashion
trends and seasonal collections and high fashion ends.
THANK YOU
Anchal SharmaAnamika TarafdarAnkush BhatnagarRitika Sharma