Vuitton from focused differentiator to broad differentiator

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Reference no: EM131718834

Louis Vuitton is LVMH's flagship brand. Much of Louis Vuitton's appeal is that it bestows exclusivity on its owners. In the last few years however, the Louis Vuitton logo has been applied widely with handbags and accessories proliferating at an unprecedented speed. In addition, counterfeiting further leads to a proliferation of the "Louis Vuitton brand." One analyst concluded that LVMH is "way overexposed in China, with too many stores and too much in fixed costs." Is LVMH changing its strategic position of Louis Vuitton from a focused differentiator to a broad differentiator? Is the brand losing its appeal? Does Louis Vuitton risk being "stuck in the middle"? Why or why not?

Reference no: EM131718834

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