Louis Vuitton, Coach and Ralph Lauren

Paper Summary:

The paper examines the challenges facing Louis Vuitton, Coach and Ralph Lauren and their strategies and objectives in a changing market. The paper shows how Louis Vuitton, Coach and Ralph Lauren need to support their products, brand position and equity and also need to respond to their competitors and the development of non-traditional retail sales formats and strategies.

Outline:
Introduction
Objectives and Operations
Competitive Requirements
Conclusion

From the Paper:

"Brands such as Louis Vuitton, Coach and Ralph Lauren who have established their presence in the market, developments in technology, communication and retail markets are challenging their capacity to develop needed and future competencies to sustain growth and development. Berman and Evans (2007) point out that though economies of scale and brand equity is an undoubted advantage for these brands, the aggressiveness and flexibility of new players, particularly niche fashion marketers, has become a major concern. At the same time, the retail industry is also experiencing and influx of new store formats and channels that breaks away from traditional emphasis on establishing permanent or physical outlets (Tzortzis 2004). Considering these two factors alone, there is a realization that it is not only the players or competitors in the market that are subject to significant change but the retailing in itself is transforming geometrically."

Sample of Sources Used:

• Berman, B and Evans, J. (2006) Retail Management: A Strategic Approach. New York: Prentice Hall.
• Berns Communications Group Unveils 2007 Retail Trends Noted by Leading Retail Experts [Online] (2006). Business Wire, Nov 21. Available at http://findarticles.com/p/articles/mi_m0EIN/is_2006_Nov_21/ai_n27061798 [Accessed October 24, 2008]
• Coach, Inc. (2007). 2007 Annual Report. New York: Coach, Inc.
• Craig, S. & Douglas, S. P. (2005). International Marketing Research. London: John Wiley & Sons
• Levy M & Weitz B (2004). Retailing Management. Irwin: McGraw-Hill

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