Louis Vuitton started to expand since 1885. In that year the company opened the first store in London followed by other two stores in the next two years. In 1904 Louis Vuitton participated in World's Trade fair in U.S. trying to get the brand recognized by the Americans. In 1987 The brand established its presence in Japan, getting a share in Asian market, and also prepared the strategy to expand in China, and other Asian countries. With a well established presence in Europe and U.S. and Japan, and more than 1500 stores around the world and its e-commerce site, Louis Vuitton is a multinational corporation.
Louis Vuitton has factories in France, Italy, Spain, Switzerland and U.S. Its leather products are mainly made in France and Italy. The watches are made in Switzerland. The outsourcing of Louis Vuitton differs from the competitors because the company outsources to enhance the product quality and prestige.
Louis Vuitton is one of the first luxury companies to see the potential economic growth of emerging markets such as China and India. With the rapid economic growth of the Chinese market Louis Vuitton saw the need of the people to show their social status. In fact today Louis Vuitton is number one luxury brand preferred by the Chinese.
Louis Vuitton uses the same quality of its products everywhere in the world. A bag sold in China or in India is the same quality of one sold in France. The company takes in consideration the cultural background and how people would understand better the concept of luxury. In Japan the company promotes its products through innovation and the involvement in the art and architecture scene associating its products with the art.
Louis Vuitton's products have the same price all over the world. The company adopted the dumping practice for the Japanese market as a strategy to have a greatest market share. In fact, about 90% of Japanese own a Louis Vuitton product.
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