Luxury brands: standardized or adapted International Marketing Word Count: 6,455 1. Introduction 3 1.1 The luxury goods industry 3 1.2 Research approach 3 1.3 Definition of luxury brands and brand image 4 2. Literature Review 5 3. Mo�t Hennessy Louis Vuitton (LVMH) 9 3.1 Company overview 9 3.2 Strategic Analysis 10 4. Discussion of the findings 12 5. Limitations and implications for further research 17 6. Conclusions 18 Appendices 20 Appendix 1: LVMH Companies & Brands 20 Appendix 2: PPR Companies & Brands 21 Appendix 3: Richemont Group Companies & Brands 21 Appendix 4: Datamonitor Stats 22 Appendix 5: LVMH Sales by region 23 Appendix 6: SWOT Analysis 24 References 25 1. Introduction 1.1 The luxury goods industry The luxury goods industry has experienced some marked changes over the last 20 years. A once fragmented industry typified by a multitude of small and specialized French producers, has transformed into a market dominated by conglomerates facing international competition, particularly from the large American and Italian fashi......

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