CONCLUSION

Summing-up, I think that Louis Vuitton found the right balance between standardization and specialization of its products / marketing strategy. Louis Vuitton always emphasizes the keynote "journey" in all its ads. There is always a certain situation that shows a moment of a journey. Louis Vuitton tells stories. The actual product stays in the background and presents itself as companion for all situations. This is the case in the japanese and french ads. The specialization takes place in the implementation and details of campaigns. 

Louis Vuitton took the most popular visualization strategy: anime in Japan and idealized female bodies in France. It charged the ads with cultural suspense-packed emotions: Virtue, morality and adventure for Japan and emancipation and erotic for France. By doing so, Louis Vuitton suggests itself as product that respects the cultural expectations but also fulfills individual desires. In Japan, it leads to the suggestion that more individualism can be reached. In France to the suggestion that more collectivism can be achieved.

This analysis could only deal with a small part of the cultural specifics of both lands. It would have been interesting to have studies that analyzed the success of the marketing campaigns in order to see in how far the strategy worked. The importance of anime and Otaku culture and the interrelations between Louis Vuitton, the love for France and other aspects could not be fully discussed in this blog. For France, a more detailed analysis of cultural specifics could have been very helpful. Unfortunately there were no more aspects that attracted my attention, because my knowledge concerning french culture is limited.

I hope everyone who took the time to read this blog enjoyed it. Feel free to contact me if you have any questions or comments. Feedback will be greatly appreciated!!!

Thank you :)

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MARKETING & ADVERTISING ENVIRONMENT

As mentioned before, it is important to consider the marketing and advertising environment of a market.  I will explain briefly which factors are important for operating in a (foreign) market. 

(As I also mentioned before, all the smart things come from one of the two books - which is also the case here: Chapter3 of Dynamics of International Advertising)

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ADVERTISEMENTS

In France, the first Louis Vuitton TV spot was published in 2008. This TV spot was part of a global brand image / reputation campaign. Before, Louis Vuitton promoted its products in France with magazine ads. In order to compare the japanese to the french ads, I will analyze french print ads for the "multicolor monogram" product line to japanese TV ads. After all, it is also an interesting fact, that in France, Louis Vuitton used print ads, whereas in Japan, it also used TV spots. Alltogether, I will be analyzing the following ads:

Japan

• 2003: Spot + Trailer for TV Spot
• 2009: Spot + Trailer for TV Spot

France

• 2003: Magazine ads with Jennifer Lopez
• 2009: Magazine ads with Madonna

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