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Research on LV'S Marketing Strategy Transformation During Covid-19

In: Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

Author

Listed:
  • Yuanhao Zhang

    (Global Education Guangzhou)

Abstract

Under the covid-19, numerous industries and companies have been influenced and the luxury industry is no exception. The whole industry faces a big crisis and it causes a significant loss to many firms, as a result, those companies make some new or changed their marketing strategies to salvage their loss. The same goes for Louis Vuitton, it also faces the crisis brought by the epidemic. Thus, this research paper is used to analyze how the coronal virus affects the luxury industry and how LV change its marketing strategies to attract customers during this period. By the impact of the epidemic, luxury companies lost their revenues and LV also. For recovering the losses and increasing the sales, Louis Vuitton has to deal with covid-19. LV use cause marketing to increase their brand affinity, transfer part of their sales chain online to maintain business, and convey a positive brand image to customers. Eventually, these three strategies were successful and helped recover its losses and boost its sales.

Suggested Citation

  • Yuanhao Zhang, 2022. "Research on LV'S Marketing Strategy Transformation During Covid-19," Advances in Economics, Business and Management Research, in: Yushi Jiang & Yuriy Shvets & Hrushikesh Mallick (ed.), Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), pages 643-647, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-036-7_96
    DOI: 10.2991/978-94-6463-036-7_96
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