Louis Vuitton’s Marking Strategies and Branding Analysis in China and the United States

Abstract

In 2018, LV became the most valuable fashion brand in the world, with China and the United States ranking first and second in terms of consumer nations. This paper uses Hofstede, Schwartz, The Five Ocean Traits, and Kapferer's Brand Identity Prism model to investigate the variations of customer behaviour between the two nations owing to cultural differences. In light of these variations, this paper studies the marketing strategy of LV in the two countries to determine whether the marketing method is suitable for each country. Result shows that customer behaviour is influenced by culture and personality, which indicates that LV's marketing method has been successful in both countries. The discussion in this paper provides some reasonable suggestions for future work.