Comparison of Marketing Methods and Strategies of Luxury Brands-Take Balenciaga and Louis Vuitton as Examples

Yuyan Li ()
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Yuyan Li: Beijing International Studies University, School of Europe

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 245-251 from Springer

Abstract: Abstract Nowadays, luxury has gradually become popular and become a part of people’s life. Especially after the COVID-19 pandemic, the marketing model and strategy of luxury are particularly important. A brand’s marketing mode represents its brand characteristics, so each brand’s marketing methods are different. Nowadays, the marketing model and strategy of Balenciaga and Louis Vuitton have been studied and analyzed in depth, but how to make the sales of these brands further? How to attract more customers with existing brand features? These problems can be studied in more depth. This paper analyzes the marketing models and strategies of Louis Vuitton and Balenciaga based on the research on Luxury in the recent two years by Bain Company Luxury Study. This paper will analyze these two brands and show how they should promote the brand reputation and increase brand value.

Keywords: Marketing method; marketing strategy; luxury brand (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_30

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DOI: 10.2991/978-94-6463-246-0_30

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