When thinking about luxury bags and other apparel, one brand that comes to mind is Louis Vuitton. It is a fashion house established in 1854 that has since been a leader in garments, ready-to-wear leather products, timepieces, footwear, accessories, and more. With over 60 countries where it operates, the brand is known as luxurious, with many people striving to buy some of its items.
Without strategies, Louis Vuitton wouldn’t have reached where it is now. It has primarily used segmentation, targeting, and positioning techniques in marketing. If you’re curious about Louis Vuitton’s segmentation and other market practices, read this article to learn more. It will dissect what they do and how they do it, then analyze it together through mind maps.
In this article
Overview of Louis Vuitton
To begin our analysis, first see where Louis Vuitton is. Here are some key details you have to note, so that when you study their segmentation, targeting, and positioning techniques, you’ll have a clear picture of what they’ve reached.
| Founded | 2003 |
| Headquarters | Paris France |
| CEO | Pietro Beccari |
| Annual Revenue | US $91.635 billion (2024) |
| Market Cap | US $293.52 billion |
| Key Products | Leather goods, handbags, footwear, fashion clothing, fragrances, watches, and jewelry |
| Latest Growth | 22.6% operating margin, as of Q2 2025 |
| Official website | https://www.lvmh.com/en |
Market Segmentation of Louis Vuitton
Louis Vuitton divides their customer base into demographic groups based on age, gender, and disposable income. Louis Vuitton targets women aged 18 to 54 with high yearly salaries of $75,000 or more, indicating considerable discretionary money. Louis Vuitton employs psychographic segmentations, such as lifestyle and reasons, to define their target market better. Louis Vuitton, for example, caters to jet, trendsetters, and those seeking prominence.
Louis Vuitton divides its customers into groups based on their usage habits, with heavy users receiving special attention. Buyer information is captured and stored in a database during the sale. To stimulate repeat brand image and brand loyalty, heavy users are provided seasonal catalogs and invitations to purchase unique product collections.
Demographic Segmentation
It is a method of dividing people into groups based on their age. Louis Vuitton caters to both men and women, ages 16 to 80, who are rich. High-income and disposable-income businessmen and women.
Psychographic Segmentation
Louis Vuitton employs psychographic segmentation based on factors such as lifestyle and reasons. People in nations like China and Brazil must display their social rank and money. These clients are drawn to Louis Vuitton for status reasons. The next group is trendsetters and fashionistas.
Louis Vuitton's ultimate strategy is lifestyle segmentation. "The Art of Traveling" became a new motto for a luxurious lifestyle. Because traveling is an art form, owning a Louis Vuitton item makes you a part of it.
Rate Segmentation-Usage
Louis Vuitton divides its customers into groups based on their usage habits, with heavy users receiving special attention. Buyer data is retrieved and stored in a database during the sale. Heavy users are provided seasonal catalogs and invitations to purchase unique product collections to facilitate future sales and brand loyalty.
Targeting of Louis Vuitton
The affluent middle-aged ladies from 35 to 54 years old are the first sector of Louis Vuitton's target market, while trendy young female adults from 18 to 34 years old who have saved enough money to buy a wish are the second. The average Louis Vuitton consumer is a high-level & social-class individual who is fashion-conscious.
Possessing Louis Vuitton merchandise confers a high social prestige. Louis Vuitton places a premium on the material's quality and the designs and craftsmanship of its goods.
As a result, the product's cost price gradually skyrockets. Louis Vuitton adopts a premium pricing approach to price its items since its target clientele is elite and upper-middle class. Customers are willing to pay high costs since the brand and its goods make a fashion statement.
If you can recall from the previous part, demographic segmentation was employed by Louis Vuitton to separate the market. It categorizes the market into several life phases based on age, gender, and income. Louis Vuitton has a distinct life stage in which the wealthy and elite wear its fashionable and high-quality clothing and accessories. Louis Vuitton's primary target market is for rich people with a five-digit salary, more or less.
Positioning of Louis Vuitton
Strategy Positioning is essential for every business to use when developing a marketing strategy. It infects the crucial marketing mix process, allowing a firm to obtain a competitive edge and a vast market share. As a result, it must be given top consideration while developing a marketing strategy.
Furthermore, positioning is an artistic expression critical to gaining and maintaining a customer's loyalty and trust. Typically, items are positioned according to the requirements and desires they frequently satisfy or the advantages they give their respective clients.
In this perspective, it is clear that Louis Vuitton (LV) bases its product positioning on fashion and the most recent trends. Louis Vuitton's products are created with the newest market trends and current fashion in mind, allowing clients to discover the latest trend-based offerings and high-quality items. Louise Vuitton emphasizes exceptional quality, with an emphasis on long-term usage pleasure. There are several instances where retail firms unintentionally make defective items.
In these situations, a high-priced product may appear useless, discouraging customers and leaving them unsatisfied. As a result, Louis Vuitton formed the Repair Service Sector.
How To Make a Segmentation, Targeting, and Positioning Mind Map
Now that you have more insight into what Louis Vuitton does for its segmentation, targeting, and positioning, it’s a good step to translate your learnings into mind maps. Mind maps help improve retention because of the mechanical act of creating them. Furthermore, the visual markers you can associate with specific topics can support your analysis and understanding.
If you’re trying to learn Louis Vuitton’s segmentation and other market practices, chances are you need it for work or school. Maybe you’re a marketing student. If so, mind maps are a wise choice to help improve your analytical skills.
Use a Professional Mind Map Maker
One tool you can use to create mind maps is Wondershare EdrawMind. It’s an all-around, creativity-focused tool that keeps you from worrying about the little things. It lets you work on significant things like breaking down concepts because its interface is easy to use. This means that you can create beautiful mind maps without much effort.
Not only that, but it also offers over 30,000+ templates that you can use for your projects. With its AI mind map generator, making one quickly is also no problem. Lastly, if you must present your findings regarding Louis Vuitton’s targeting and positioning, it has a built-in PPT mode that converts your mind map into a presentation. All these and more make EdrawMind an excellent choice for diagramming.
Steps To Make a Segmentation, Targeting, and Positioning Mind Map
Try to create a mind map with EdrawMind, or any other tool you prefer. Here are some steps you should note when making your Louis Vuitton positioning, targeting, and segmentation mind map.
Step1
Set the primary node to the company’s name, such as “Louis Vuitton Target Market.”
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Step2
Afterwards, add your main branches, such as “segmentation,” “targeting,” and “positioning,” for example. You can add subtopics to the ones you’ve made to expound on them.
Step3
You should pick a central theme and design the mind map to make it yours. Add icons, logos, pictures, or other relevant elements.
Step4
Export into PDF, JPG, or PNG to share it with your friends.
Tips To Make a Segmentation, Targeting, and Positioning Mind Map
If you need some more tips when making your LV segmentation mind map, here they are:
Start With a Clear Central Idea
Place the company name or brand in the center of your map. This keeps the focus sharp. For example, “Louis Vuitton STP” makes it easy to see what the entire mind map is about.
Keep Your Main Branches Simple
Divide the map into three main branches: Segmentation, Targeting, and Positioning. Don’t overload them with details right away. You can continually expand with sub-branches later.
Use Real Examples To Make It Concrete
When building your branches, add short notes or examples. For instance, under “Targeting,” Louis Vuitton could include affluent women aged 35–54. Concrete examples make the map more useful than just keywords.
Add Visuals or Icons
Colors, icons, and small images make a mind map easier to scan. A luxury bag symbol for “Positioning” or a dollar sign for “Pricing” can make connections more memorable.
Keep It Neat and Balanced
Avoid clutter by spreading branches evenly. A clean design helps you see the flow of ideas—how segmentation leads to targeting, and both shape positioning.
FAQ
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Why does Louis Vuitton use a premium pricing strategy?
Premium pricing reinforces Louis Vuitton’s exclusivity. Customers are not only buying a handbag or accessory but also the prestige tied to the brand. The high cost becomes part of the value. This helps in keeping its “wealth and fashion” status. -
Who makes up Louis Vuitton’s primary target audience?
The brand mainly targets women with higher incomes aged 35–54 and even aspirational young women aged 18–34. Both groups are fashion-conscious, but the first values timeless luxury, while the second often views Louis Vuitton as an achievement purchase, like a reward for themselves. -
How does Louis Vuitton maintain its brand appeal globally?
Louis Vuitton is fabulous at mixing their heritage and ensuring their relevance in the fashion industry. It maintains consistent brand values worldwide but can adapt and make marketing campaigns for different cultures. Celebrity endorsements, fashion shows, and limited editions keep the brand desirable in all markets.
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