French luxury companies: Challenge to design E-Commerce without affecting their brand image

Abstract:

Title: French luxury companies: Challenge to do E-Commerce withoutaffecting their brand image

Authors: Clément LEMAIRE and Paul LASSALLE

Supervisor: Jean-Charles Languilaire

Level: Bachelor Thesis in Business Administration, Marketing

Key words: Marketing, E-commerce, E-merchandising, E-CRM, Louis Vuitton, Luxury market, French market, Website, Brand and Reputation

Purpose: How French luxury companies, in a context of changing demand, use the e-commerce without affecting the image of their brand?

Method: In the method we explain that we decide to use a descriptive method of research. We collect secondary data from our University Library and primary data from our observation of Louis Vuitton website. We also explain why we choose this company and what the limits of our study are.

Theoretical framework: In a first part, we have written all the definitions and information about definitions that we have used in the empirical part. It means E-Commerce, E-Merchandising, Marketing mix and ECRM. Then, we have given some information about website elements as the first page, the graphic website, buying process, electronic payment and website security. Finally, we have defined all the information about the brand and its different powers on the market: We start by a “brand awareness” explication, then we have defined “how is build a brand” to finish by the topic “band and reputation”.

Conclusions: We present the answer of our purpose. French Luxury companies use marketing tools in order to protect the image of their brand when they do e-commerce. We also bring some suggestions to Louis Vuitton and give some critics concerning our study. Finally we open our reflexion to related studies that could be interesting to do.