Resubmission Customer Community of Louis Vuitton

From Mod Mania

Louis Vuitton

Luxury goods is defined in the international as “ a kind of consumable which is beyond the scope of people’s survival and developmental needs, also have the features of unique, rare, exotic”. Also called non-necessities. In life, luxury brands have a very special market and social status. All the luxury brands used the high price to highlight their position, it leads to the high price is different between the general bags and luxury bags.

Veblen said that looks nice but not expensive thing is not really beautiful.

The World Brand Lab released the “2010 World’s top 100 luxury brands brands” Based on the three criteria: •the value of quality •culture and history •intention to buy. The Louis Vuitton is NO.9.

The Louis Vuitton Brand and the famous LV monogram are among the world's most valuable brands. According to a Millward Brown 2010 study, Louis Vuitton is the world's 29th most valuable brand, right after Wells Fargo and before Gillette . The brand itself is estimated to be worth USD 19.781 billion.

Louis Vuitton (August 4, 1821 – February 27, 1892) which is the founder of the company, was born in the department of Jura, France.Through his experience with French royalty, he developed advanced knowledge of what made a good traveling case. It was then that he began to design his own luggage, setting the foundations for LV Co.

There are 3 forums to show types of Louis Vuitton consumers:

• Purse Forum

Purse forum is a really good one, cause it has many function and easy to used. The users‘ number are more than other forums’ , so, you can see that this forum are very popular, This forum not only about LV, but also include other big brand.

In here,people see main body do not need to be the member, but if people want to write something they need to register first. Consumer can write their shopping experience, show their stuff and other things in their blog to share with other fans. Here also links Facebook and Twitter, consumer can sharing information with their friends. This forum has big advantage, that is give consumer latest sale information, fans really love this. The other useful function is consumer can promotional activities by themselves,like meet other fans in same city, go shopping together, make friends which has same hobby.This forum have an area called repair, if you bags broken, you can write there, other fans will give you good suggests, like how to fix it, where can fix it, and teach you how to protect it.Reference library is talk about LV information like current and upcoming lines - styles, durability, reference. datas, those are useful information.In here, there are many interesting topics, like, pics of your LV in action or what’s inside your lv. consumer post the photos on it, it make fans’ relationship closer.

there are two different types consumer in this forum

• The first one is consumer who have some knowledge, taste and stable incomes, they began to focus on the exquisite quality of life. In this forums, you can easily find some consumer upload their “harvest” who returned from abroad, Some of them sharing their shopping experience, give others suggestions. there are also the way they getting confidence.

• there is the other consumer, they like to see the LV forum, but do not really buy something but they seek neither to associate with the upper crust or dissociate themselves from others of similarly humble means and neither favor nor spurn loud luxury”. They just stand in a spectator’s view to

• TRADE KEY, Sg club

Those two are not real forum of LV, the website which are sell Lv bags. TRADE KEY sell new bags, it working like eBay, consumer see picture first, then send email to seller to ask price. Sg club is different, first of all, most of stuffs are second hand, Second, people find stuffs which they interested, then log in the seller’s blog, leave the message to the owner, discuss price.

the consumer in this forum should be

• “General worker” ,they do not have much money but definitely are LV loyal fans.they monthly income may be just can buy a LV coin purse. but as a staunch admirer of luxury goods, they can spend few monthly income to buy a favorite bag, so, most of them prefer to buy second hands or buy LV products online, the price is cheaper than in store.

• Lv forums

This forum is professional, cause it is LV’s official forum, so,even though it just has basic function,but still has many members. In here, people need to register to be the member, then you can see the main body, There are an area called Gallery, it to show off your LV stuff and post pictures in the gallery for other to see.Discussion area, consumer ask questions, other fans answer it. Consumer also can find the current news, like upcoming stuff.

The consumer should be

• “High income”, even though this forum just has basic information, but it is enough to them, they want to check upcoming stuff, because this is LV official forum, the information is more accurate than others.

Finally, I think even though the conspicuous consumption can make you looks different, but the really lethal conspicuous consumption is like hang the Monet’s paintings on the toilet’s wall or as the same with Katharine Hepburn, put the Oscar trophy on the bathroom door tip to keep the door open. We do not need in pursuit of luxury thing just be yourself.

Reference:

•[updated 14 December,2006],luxury goods consumptive psychology analyze,[online],http://www.xinli110.com/mainsite/xinlizhishi/xiaofeixinli/200612/2414.html, (Accessed 2008)

•Business Wire,[updated 15 June,2004],Luxury Brand Connects Corporate Strategy with Consumer Psychology, According to Unity Marketing; Brand Loyalty is Scorecard to Measure Success,[online],http://findarticles.com/p/articles/mi_m0EIN/is_2004_June_15/ai_n6067956/, [accessed 2010]

•[updated 13 August, 2010],Consumer Psychology of Luxury Brands,[online],http://www.newzglobe.com/article/20100813/consumer-psychology-luxury-brands, (Accessed 2010)

•Catherine Cole Gutierrez,[updated August,2006],CONSUMER ATTRACTION TO LUXURY BRAND PRODUCTS: SOCIAL AFFILIATION IN TERROR MANAGEMENT THEORY,[online]http://www.csulb.edu/colleges/cba/honors/thesis/documents/Catherine_Cole_Gutierrez_Thesis.pdf

The Forum

•Louis Vuitton Facebook,[online], http://www.facebook.com/LouisVuitton?v=app_115640561823587, (Accessed 2011)

•Ohiobarbara,[updated 10 May,2010],Buying Louis Vuitton Handbag,[online],http://www.fodors.com/community/europe/buying-louis-vuitton-handbag.cfm, (Accessed 2011)

•The purseforum,[online],http://forum.purseblog.com/louis-vuitton/, (Accessed 2011)

•the bag forums,[online],http://www.thebagforum.com/louis-vuitton-bags/2761-deals-louis-vuitton-handbags-continuous-thread.html, (Accessed 2006)

•LV forums,[online],http://www.lvforums.com/, (Accessed 2011)

Retrieved from "http://www.openobject.org/modmania/Resubmission_Customer_Community_of_Louis_Vuitton"