Consumer Behavior in Japan: Louis Vuitton In Japan

LOUIS VUITTON IN JAPAN
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1 Examine the concept of consumer buying behavior and analyze the issues affecting Japanese consumer’s buying behaviors towards the Louis Vuitton brand.
Consumer behavior is largely the factor that has to enable Louis Vuitton to be a dominant luxury brand in Japan. The Japanese culture is largely impersonal and looks and presentation of self are very important. The societal judgement and or their perception of an individual’s sense of fashion largely contributes to the judgement of their class and the respect he/she is accorded thereof. The people also tend to spend more time outside their homes than any other culture and their presentation in the public space influences their choices. The people act and dress in ways that enable them to be ‘admitted’ in a certain social position. Louis Vuitton products became symbols of certain social positions and ownership of the products became the ticket to these social groupings. The Japanese people tend to make decisions on their fashion and luxury purchases based on the perceived effect it will have within their social groups. The group-oriented culture exerts pressure on individuals to own luxury brand products such as Louis Vuitton.
2 Identify and analyze three marketing challenges facing the LV brand in Japan and propose actionable recommendations that the company can employ to overcome these challenges.
Counterfeiting
One of the major problems that have plagued major luxury brands is counterfeiting. Luxury brand products are expensive and many people wish and want to share in the prestige that comes with owning the products. Many cannot afford these products and therefore turn to fakes became they are hardly distinguishable from the originals. Fakes give the individual the psychological satisfaction of owning a luxury product at a cheaper price. Louis Vuitton has been battling this issue in Japan for a long time especially since the Japan economic slowdown. These fakes mainly originate from Taiwan, China, Korea and other Asian countries and are flooded in Japan because of the already established market for luxury items.
The best strategy to employ to fight to counterfeit is offered truly offer limited editions for a wider range of exclusive designs. It takes a while before count...