Louis Vuitton’s Marking Strategies and Branding Analysis in China and the United States

DOI

10.2991/assehr.k.220706.064How to use a DOI?

Keywords

China; the United States; Louis Vuitton; Culture; Strategy

Abstract

In 2018, LV became the most valuable fashion brand in the world, with China and the United States ranking first and second in terms of consumer nations. This paper uses Hofstede, Schwartz, The Five Ocean Traits, and Kapferer’s Brand Identity Prism model to investigate the variations of customer behaviour between the two nations owing to cultural differences. In light of these variations, this paper studies the marketing strategy of LV in the two countries to determine whether the marketing method is suitable for each country. Result shows that customer behaviour is influenced by culture and personality, which indicates that LV’s marketing method has been successful in both countries. The discussion in this paper provides some reasonable suggestions for future work.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

Download article (PDF)

TY  - CONF
AU  - Anwen Dong
PY  - 2022
DA  - 2022/07/14
TI  - Louis Vuitton’s Marking Strategies and Branding Analysis in China and the United States
BT  - Proceedings of the 2022 3rd International Conference on Language, Art and Cultural Exchange（ICLACE 2022)
PB  - Atlantis Press
SP  - 315
EP  - 321
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220706.064
DO  - 10.2991/assehr.k.220706.064
ID  - Dong2022
ER  -