Japan was one of Louis Vuitton’s first overseas markets and has become over the years its main source of revenue. Louis Vuitton Japan has led an aggressive marketing strategy, targeting the high- and middle- income groups. The firm has focused on product development and brand management, while trying to understand and adapt to the Japanese market. To do so, the firm has strongly invested in creativity and innovation, quality control and distribution control. Thanks to this, it has introduced newer product categories in the Japanese market, such as jewellery, watches and eyewear. The markets for these products have grown rapidly, exceeding expectations. Louis Vuitton has redesigned bags exclusively for the Japanese market with a local flavour. The care given to establish the stores at the best possible locations in cities is another factor that has attracted high-income customers Louis Vuitton products.
Louis Vuitton has been able to improve its positioning in the market due to constant pro-activity and wise expansion in the tertiary markets. For instance, after land prices decreased in the 1990s and with the global recession during 2007-2009, there were some changes in people’s shopping habits and lifestyles. Louis Vuitton reviewed them carefully and reconsidered its line-up of merchandise. The favourable environment and a strong business model have made it possible for Louis Vuitton to be the incontestable leader in the Japanese luxury market.