We welcome Mr. Yujin KIM, Marketing Manager
About Louis Quatorze
We can recognize the Louis Quatorze on the streets and in the department store, and through the articles of newspaper and internet. However, there are few people know what the meaning of the brand is. Then what does it mean? Louis Quatorze, which is the king of France, and the Versailles represent the grace and luxury in France.
They use the rose for their symbol, which means grace by using wine color. With this images Louis Quatorze established by Paul Barrate in 1981 in France. Then this brand began exporting their products to Korea since 1990, Licensing into Taejin International,. Ltd. After 17 years later, due to the careless business in 2007.
Their current Acitvities.
Louis Quatorze products by its own brands with 6 product lines –Nice, Toulouse, Bordeux, Evian, Loire, Alsace. Then Do they sell handbags and wallets They’ve been vending umbrellas, shirts, ties, watches, more that what we’ve been known. They do business in Korea, with about 60 shops in departments store and in worldwide with shops in many countries- Singapore, Malaysia, Japan, Indonesia, Hong Kong, France, U.K.
Sales amount
They have launched their product in the Asian market since 1990. Their value of brand was getting higher and sales amount have been growing. So In 2000, Sales amount was about 10 billion uk won in Korean currency and last year, it was grew about 500%.. They prospect their sales will grow continually.
Marketing strategies
They think that the current of competition is changing from product to brand. At first, they set a products’ image as a high product. But A difference of the quality between A company and B company was disappeared. So, As including traditional value with their quality, that became Louis Quatorze company paradime. They said “Marketing is sellin of brand value, not quality.” Even if the product set a high pricing strategies, The products don’t mean the product is expensive copare with other brand. It is masstige strategies. The most importance of the masstige is high quality product brand and reasonable price. Now Louis Quatorze’s brand Image is fashion brand for mass such as a Daks and MCM. And they establish their company in Hong Kong in this year. They think globalization is very important thing for that they establishes Design center in London. Now London is recognized by fashion pivots. And then they hire famous designer. It is composed Korean and native designer. Last, For deep relationship with their customer, they held some event through website or off-line and they have met regular basis with them. It is call Luise Angel. Through running Luise Angel, they issued 4 webzine.
What shall they do?
At first, We heard Luise Qurtorze sales target is for 20~30. The generation is recognized as a purchases generation for many company. But many people who use internet recognized the product for thirties, forties or over forties after searching the internet. And also many internet user think the product for women. We think for their sales, They have to change their image.
