Decoding the Strategy of Louis Vuitton in the Eyes of Thai Customers in 2024: The Timeless Blend of Heritage and Modernity Infinity

Abstract

This academic article aims to examine the strategic approaches employed by Louis Vuitton, a globally renowned luxury and Hi–End fashion brand, with a particular focus on its handbag product lines and related innovations. The research objectives are threefold: 1) To analyze the strategic brand management of Louis Vuitton, 2) To explore strategic perspectives from designers, business professionals, and students in fashion and product design, and 3) To investigate emerging strategies in fashion entrepreneurship for both short-term responsiveness and long-term sustainability. Louis Vuitton represents a leading example of how a heritage brand can successfully to meet the shifting demands of modern consumers, especially in the dynamic Asian market. The brand’s strategic integration of timeless elegance and contemporary innovation reflects its commitment to continuous brand development. This study uses a literature review methodology of draws upon key theories in marketing strategy, luxurious branding, and consumer loyalty management. Key findings reveal that Louis Vuitton strategically engages in co-branding with emerging artists and emphasizes sustainability and environmental consciousness (Zhu, 2023). The brand further adopts ARTification, embedding artistic value into its products to enhance emotional engagement and collectible worth. Through art-based strategies, Louis Vuitton has created distinct brand differentiation in the luxury fashion landscape. Despite global market conditions, Louis Vuitton continues to preserve its heritage while responding to contemporary consumer expectations. The brand's balance of tradition and innovation has sustained its global leadership in the luxury and high-end fashion sector.