Worldwide Counterfeiting Brand dilution Increased Competition Industry Overview Louis Button was an international well-established brand famous for its coachwork leather bags and trunks. It was established in France by Louis Button and became known as one of the old French luxury fashion house In the modern age of Louis Button the company expanded its product line The creation of LIVE in 1 987 established the largest luxury goods conglomerate in the world The merger resulted in an increase in profits of 49% in 1 988 compared to 1987 In 1 998 American designer Marc Jacobs was appointed as Louis Button’s art director

Research in the early uses showed that an astonishing 94% of the women in Competitive Landscape Japan represented the biggest market for other luxury goods such as Baccarat, Barberry, the Gucci group, Louis Button and Salvatore Farrago. In addition Japan was the second biggest market for Coach and Tiffany & Co. Or more of total revenues of the top ten multinational luxury brands comes from Japanese consumers Over 600 luxury store locations in an area the size of Montana.

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Within this tiny territory, Japan was sprinkled with 34 Bulgaria stores, 37 Channel stores, 115 Coach stores, 42 Gucci stores, 64 Salvatore Farrago boutiques, 50 Tiffin & Co and 250 stores of the I-VIM group Competing with prices, while keeping up the quality had been a key factor for successful brands in the Japanese market.

The entry of H into the market completely revolutionized it SOOT Analysis ; Strengths ; Weaknesses ; Internationally recognized fashion Brand Image ; Very High Reliance on Japanese market ;High quality products achieved through high quality control standards ;Distribution is company owned ;Challenges in controlling multinational business ;Brand dilution ;Collaboration with well known Japanese Artists ; Opportunities High disposable income of Japanese customer ;Solid proportion of middle class ;Social and Cultural relations with fashion ; Threats ; Economic downturn and strong Yen against $ and Euro ;Competition with other similar luxury brands or low range brand ;Counterfeiting items Recommendation Go green Sustainability Corporate Social Responsibility Purchasing Power Parity Innovation & Design Focus on Profitable Brands Marcs Jacob Dior Bulgaria TAG Herr Sophomore Hubble Focusing of Limited edition Products increasing Brand Advertisements Franchising at high End mall all over the world Manufacturing In Cheap Labor countries for other brands.