Louis Vuitton

The brand Louis Vuitton is run by the company, LVMH, which stands for Louis Vuitton Moet Hennessy. The brand itself does not have information regarding its objectives, strategy, tactics, vision statement, or mission statement, but the company that owns it, LVMH, does. I was able to find some information on lvmh.com:

Vision vs Mission

The LVMH group did not provide a vision statement, but they do have a mission statement:

“The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.

In view of this mission, five priorities reflect the fundamental values shared by all Group stakeholders:

- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Act as entrepreneurs
- Strive to be the best in all we do”

Although they did not provide a vision statement, the first line of the mission statement can act as their vision statement, as it defines the company’s long term goal. With “Are de Vivre” meaning “The art of living”, their overall objective is to give people a taste of the qualities of the art of living. They are an enterprise that owns countless of luxury brands that retail a range of high-quality goods such as champagne, spirits, and apparel, accessories, etc, so the goal they want to achieve is to represent Western luxury living around the world, as they are a multinational corporation.

As an entire mission statement, it provides more specific information, such as strategies that connect back to the overall goal. For example, their objective is to represent luxury life, so they must “continue to be synonymous with both elegance and creativity”, because luxurious living is often correlated to these two adjectives, and their goods must be elegant and creative in order to symbolize luxury living. They say they must “continue” to be synonymous with both elegance and creativity, so it shows us that they already possess these traits in the present. Also, they listed five of their main strategies that build up to the overall aim. To be the best at representing Western luxury living, they must be creative and innovative so that their goods are unique from others, aim for product excellence so that their goods are the best quality possible, and strengthen the company’s brands with passionate determination, as perseverance of an organization often leads to the best quality of work. They also aim to act as entrepreneurs and strive to be the best in all they do. 

naina sharma
2/21/2016 17:00:33

Hello I have been through your site and it is very exciting. I love loui vuitton brands but as a customer i would like to know what are your DNA values of the brand?

i look forward to hear from you

Thank you
Best regards
Naina Sharma


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