By: Joy Donnelly, Isidora Janic, Mouad Abid Introduction

The first Louis Vuitton store opened in 1854, which is the year of the company's founding. The Louis Vuitton building, the largest travel equipment store, was opened at the Champs-Elysees in 1914 led by Coco Chanel. Todays forms of bags were introduced at the beginning of the 20th century. As the first creative director of the company, was named in 1997 and introduced a male and female "ready-to-wear" collection. Louis Vuitton became the most valuable brand in the world for the first time in 2006 and won this prestigious title for the next seven years when the value was estimated at 26 billion. Current Marketing Goals

Product: The product is high quality luxury fashion apparel.

Promotion: Louis Vuitton is present on several social networks where it displays its new collections and allows potential buyers to watch fashion shows live. Content that puts pictures, videos and live streams of high quality, even offer style tips.

Price: Louis Vuitton never sells its products at a reduced price. The company is known for destroying products, which is a type of assurance that the value of a particular LV product will always remain similar to market value.

Place: They maintain good customer service and constantly improve their in-store experience so they can add to the perceived value of the products. Unlike the others, Louis Vuitton has very exclusive and specially controlled distribution channels to protect brand image and identity. It only sells a specific product selection on its official website, with most of the products still available only in traditional stores. Define a New Marketing Goal:

Our goal for the digital strategy of Louis Vuitton is to expand and increase our market within the segment of young business people (Ages 21-28) through social media. Segmentation Competitors and Perceptual Map ● Education: Buyer Persona ○ Has completed a MBA with a marketing specialization ● Profession: ○ Works in Marketing at a major multinational corporation at the North American Headquarters in NYC. ● Goals: ○ She wants to climb the corporate and social ladder of NYC. ● Values: ○ She works hard for her money and values it, but she makes a purchasing decision based on perception of quality, not price. ○ She is a long-term investor. She thinks luxury products are worth the money invested in them. ● Information sources: ○ She receives the majority of her information from social media. ○ She looks at for fashion inspiration. ○ She reads the news via Twitter and Reddit. She keeps up with her industry via Adweek, Adage... Content Strategy: “ Beauty x Louis Vuitton” Engagement Campaign: 1. “Pinterest-styled” competition a. Our audience will get a chance to show us how they will style their looks with our products. b. They will go to our website to a page we create that allows you to put together their perfect look from shoes, accessories, outfit, and makeup looks that integrate Fenty and LV products. c. To submit their look they must share their “look” via Facebook and use our hashtag, #FentyxLVLooks. d. The winner of the best look will win their outfit of choice. We will choose winners on a biweekly basis. e. This sends them to our website and also allows them to look at all of our products and prices. 2. Giveaway a. Use Influencers b. Tag 5 friends in a post and follow LV on all social media. c. After completing these steps they will be entered to win a basket of LV and Fenty products. d. Giveaway will last two weeks and each week the prizes get bigger and bigger, which building the excitement and participation. Content Strategy

● Duration: ○ This campaign will run from October 1st to January 1st. ○ Prime time for Christmas purchases and higher spending behavior. ○ Our target market will be more willing to spend without regret.

● Paid Media: ○ Instagram and Youtube ○ Sponsored video content with major social media influencers ○ The videos will lead our audience to like and follow our Twitter and Facebook page to be entered into the giveaway. ○ Facebook for the competition ○ Banner ads

● Posting Time: ○ Posting around noon and 7pm.

● Spokesperson: ○ as our spokesperson. ○ She has an audience of 65.8 million followers on IG and Fenty Beauty has 5.4 million followers. ○ Rihanna also has a brand image of being a high-fashion icon but also very real and relatable. Performance Measurements Funnel Framework Thank you.

Questions?