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

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

Authors
Yuanhao Zhang1, *
1Global Education Guangzhou, Guangzhou, Guangdong, 510000, China
*Corresponding author. Email: 741546931@qq.com
Corresponding Author
Yuanhao Zhang
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_96How to use a DOI?
Keywords
Covid-19; marketing strategy; LV; crisis; luxury industry
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.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_96
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_96How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuanhao Zhang
PY  - 2022
DA  - 2022/12/31
TI  - Research on LV'S Marketing Strategy Transformation During Covid-19
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 643
EP  - 647
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_96
DO  - 10.2991/978-94-6463-036-7_96
ID  - Zhang2022
ER  -