A comparative analysis of luxury brand strategies: Louis Vuitton and Gucci

This master thesis aims to analyze the critical elements that define and differentiate luxury brands, focusing on their heritage, origin, image, identity, and communication strategies. Through a mixed-method approach involving content analysis, in-depth interviews with industry experts, and survey with consumer of fashion brands, the research provides a comprehensive understanding of the strategic approaches employed by iconic luxury brands like Louis Vuitton and Gucci. The findings indicate that brand heritage and origin significantly influence consumer perceptions and brand value, while innovative communication strategies, such as fashion shows and social media engagement, are vital for maintaining brand prestige. The study also identifies primary factors influencing consumer purchase decisions, including perceived quality, craftsmanship, exclusivity, and the emotional and symbolic value of luxury products. These insights offer valuable implications for both academia and industry, emphasizing the importance of balancing tradition with innovation in luxury brand management.