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Abstract This article from the perspective of brand communication to the luxury brand Louis Vuitton (LV) as the research object, the system analyzes the luxury brand's replica bags communication behavior, the luxury brand's brand communication strategy for Analysis and Summary , hope for Chinese enterprises to create a luxury brand, brand communication and brand to provide some reference and reference.

　　Key words luxuries; Louis Vuitton; brand communication; communication strategy

　　Luxury goods in the international arena is defined as "a people's survival and development needs range, unique, rare, exotic features such as consumer goods, also known as non-necessities. " The concept of the noble worth it vividly demonstrated in front of consumers. Our brand communication from the perspective of luxury to vulgarity techniques to create brand management of the road, more worthy of general consumer goods reference.


　　Case Description: Louis Vuitton (LV) of the brand development process

　　Louis Vuitton (Louis Vuitton) with over 150 years of time to develop a brand synonymous with luxury. It was originally produced for the French court of Queen's luggage, the development of industrial revolution, as a status symbol emerging bourgeois aristocracy became the object of pursuit, until the development of modern Louis Vuitton luxury goods empire.

　　1850s, the French court of Louis Vuitton luggage makers identity Queen started its distinguished image sought by the court aristocracy. There was no such mass media age, it means royal word of mouth spread among the members of the rapid development. These people not only enhance the reputation spread awareness of their products, and more importantly, for the LV brand image and product credibility of credit to add color  at http://www.replicasbagsoutlet.com . Following this, it is provided by the nouveaux riches special customized services, it is the target consumer to highlight its nobility of this psychological needs met. In the Louis Vuitton brand development process, it is always bold and innovative fashion top luxury throne to sit tight and get consumer groups agree. In 1997, only 34 years old New York designer Marc Yage Bu (Marc Jacobs) LV classical style while respecting the image, based on the traditional monogram pattern stamped with the candy paint on Phi Phi, Dayton was to make the image of LV dynamic fashion, access to global fashion industry alike. In addition, LV stylized brand preservation strategies and concepts for advanced life spread it has maintained vitality. For example, in order to promote LV brand tourism cultural philosophy to more customers to showcase more than 150 years in the tourism and cultural aspects LV leader, LV mainstream media have tried to put it in a number of image advertising.


Advertising production and performance. Recognizing its luxury brand advertising is outside the most important channels, we should create a luxury brand cheap designer bags image and personality for the purpose. Advertising production to its high positioning the brand consistent mediocrity is not limited to, advertising, meaning to highlight its brand culture, product positioning. In advertising performance, requiring production of sophisticated, minimalist screen, highlight the distinguished, visually striking, composition and harmonious, beautiful words and so on. In the advertising appeals, called for highlighting the unique products to consumers psychological experience, emotional appeals should be based. In the advertising content, to promote a new way of life and philosophy of life, passing life dynamics.