Perception
Louis Vuitton
In the Romanian market of luxury brands, Louis Vuitton is perceived as a symbol of tradition and heritage. The brand’s long history and association with LVMH have helped establish it as one of the most prestigious brands in the market. Consumers in Romania view Louis Vuitton as a brand that prioritizes quality and craftsmanship.
Gucci
In contrast, Gucci is perceived as a symbol of creativity and innovation in the area (Pantano, 2022, p. 124). The brand is known for taking risks and pushing boundaries, which has made it one of the most exciting and talked-about luxury brands in Romania. Beliefs such as the fact that these luxury brands have quality, stylish items, especially handbags, are one aspect of the company’s success. However, there is a societal prejudice that Louis Vuitton and Gucci products are overpriced. To disprove this opinion of people, brands are constantly improving the quality of things and the variety of choices.
Approaches to Shift Perceptions
Gucci
Gucci and Louis Vuitton use different strategies to change perceptions. Gucci, for example, factored in a shift in its focus on sustainability and ethical practices, which has helped improve its image among customers who are increasingly concerned about environmental issues. Gucci also works with artists and designers to create unique collections that appeal to a younger audience.
Louis Vuitton
Similarly, Louis Vuitton has expanded its product range beyond traditional luggage and leather goods to include clothing, accessories, and even fragrances. Factors such as celebrities’ active use of these brands and the creation of limited editions have influenced customer perceptions of the brands. Louis Vuitton and Gucci have partnered with celebrities by organizing collaborations to influence shoppers’ desire to use their products.
The Role of Parent Companies in Clientele Perceptions
The parent companies of luxury brands play a significant role in shaping consumer perceptions and preferences. In the case of Louis Vuitton and Gucci, their parent companies have different lines of business, which is reflected in their marketing efforts (Utama, 2022, p. 53). LVMH’s emphasis on history aligns well with Louis Vuitton’s brand identity, while emphasis on innovation and creativity aligns well with Gucci’s. The fact that these brands are luxury influences the perception that customer expectations are inflated.
Target Audiences
By understanding these factors and tailoring their marketing efforts accordingly, luxury brands can better connect with their target audiences and build long-lasting customer relationships. For example, because of their marketing, Louis Vuitton and Gucci are very different in the Romanian market (Dutu and Olteanu, 2019). Both brands are known for their high-quality materials and expert craftsmanship, but some customers may perceive one brand to be superior.
For example, younger generations choose Louis Vuitton bags since individual customization is available. Gucci does not provide this service, indicating a lower tolerance level to customers’ preferences (Donzé, 2023, p. 56). Moreover, Louis Vuitton bags are generally more expensive due to the brand’s reputation for luxury and high-quality materials. While still considered a luxury brand, Gucci bags may be priced slightly lower than Louis Vuitton.
Popularity and Availability
Another factor to consider when choosing between Louis Vuitton and Gucci bags is their popularity and availability. Louis Vuitton bags are highly sought after and often have long waiting lists, while Gucci bags may be more readily available in stores (Joy, 2022). Ultimately, both Louis Vuitton and Gucci bags are considered status symbols and are coveted by fashion enthusiasts (Kasztalska, 2018, p. 226). The choice between the two brands often comes down to personal preference, style, budget, and availability.
Marketing Trends
In the European market, consumer behavior and the choice of a particular brand are based on several trends. First, buying quality handbags with the advantages of the segment of new, previously unknown brands is spreading among the hollow generation. This is because Gucci and Louis Vuitton are associated with heavy luxury, causing associations with the irrelevant past.
On the other hand, it can be noted that there is an increase in demand for these brands’ products among middle-class consumers. In Europe, people have begun to prefer saving in favor of quality and expensive things rather than buying large quantities of mass-market products. This trend is particularly relevant for Gucci handbags, which are more affordable in price and purchase procedure.
Marketing Policy
It is worth noticing that both companies had successful experiences in terms of marketing policy in Europe, which contributed to the popularity and sustainability of the two brands. For example, in 2015, Louis Vuitton opened its “Series 3” exhibition in London, which showcased the brand’s latest collection and gave visitors an inside look at the design process (Donzé, 2023, p. 52). The exhibition was a huge success and helped to reinforce the brand’s image as a leader in fashion innovation.
In 2020, Louis Vuitton collaborated with the National Basketball Association (NBA) to create a limited-edition collection of bags and accessories featuring the NBA logo. The collaboration was a huge success and helped to attract a younger, more diverse audience to the brand. The company debuted a suitcase with built-in compartments and shelves in 2009 (Martin, 2021). A case like this could include a TV, a computer, a coffee maker, and a solar panel, making it ideal for hiking and traveling in “wild” locations. Nicolas Ghesquière was hired to supervise the creation of Louis Vuitton’s women’s collection in 2013 (Martin, 2021). The designer changed the brand’s look, making it more modern and avant-garde.
Customer Service
Regarding customer service, both brands have a reputation for providing exceptional customer service. However, Gucci has been more proactive in engaging with customers on social media, which has helped to build a solid online community around the brand. Both brands have taken steps to address sustainability and social responsibility (Wang et al., 2021, p. 52). Gucci has committed to becoming carbon neutral by 2020, while Louis Vuitton has implemented sustainable practices in its supply chain and production processes.
Reference List
Donzé, P. (2023). Selling Europe to the World. The Rise of the Luxury Fashion Industry, 1980-2020. London: Bloomsbury Publishing.
Dutu, A., and Olteanu, O. (2019). ‘The profile of luxury products consumer: The Romanian case’, Scientific Bulletin-Economic Sciences, 18(2), pp. 48-59. Web.
Joy, A. (2022). The future of luxury brands. Berlin: Walter de Gruyter GmbH & Co KG.
Kasztalska, A.M. (2018) ‘Louis Vuitton as an example of the old and modern in the same time luxury brand in the eyes of its clientele’, CBU International Conference Proceedings, 42(6), p. 226. Web.
Martin, T. (2021). ‘Collectable Names and Designs in Women’s Handbags. Collectable Names and Designs in Women’s Handbags‘, Pen and Sword, pp. 1-240.
Pantano, E. (2021) ‘When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate’, Journal of Business Research, 123, pp.117–125. Web.
Utama, L.R. (2022) ‘An analysis of Gucci through semiotic roland barthes’, Journal of Islamic Media Studies, 2(1), pp. 46–58. Web.
Wang, X., Sung, B., and Phau, I. (2021). Examining the influences of perceived exclusivity and perceived rarity on consumers’ perception of luxury. Journal of Fashion Marketing and Management. Web.