Critical Shopper and Different Aspects of Louis Vuitton - Article Example

? Critical Shopper Luxury is a dish only few can afford. It comes with a heavy price, but those who can afford it, get all sorts of complementary side dishes with it, like pride, superiority and sometimes, even arrogance. This would explain why someone would give an arm and a leg to own a 1000-dollar suit. However, would anyone pay a similar amount for a wallet that is damaged, or a pair of loafers that may be damaged after two weeks of being used (Reviews for Louis Vuitton, 2011)? The staff at the luxury store Louis Vuitton seems to think so; given the quality of some of the merchandise that they have been selling lately. While the above-mentioned damaged goods were the objects of anecdotes, which frustrated customers of Louis Vuitton have shared online, there is always a second side to the story. This is why I judged it necessary to take a trip to one of their stores with the eyes of a critical shopper. The image that a store earns is a product of its goods, its store, and its management. The horror stories of the expensive products turning out to be of poorer quality than expected are nothing short of a revelation with regard to the high price equals high quality formula. However, I believe in giving the other two factors a thorough analysis as well before making any final judgments. Thus, I write this critique with a perspective that encompasses several different aspects of Louis Vuitton. The image this brand sets in the minds is one of class, grace, and beauty. It means to set a high standard in fashion, while proving its appeal to the upper middle class and the elite in specific. Louis Vuitton engineers the atmosphere of its stores to map on precisely to this image. The elegance with which the store is decorated and made sends out an implicit message of higher-level class. One can tell by the look and feel of the place that this brand spends several thousands of dollars to design the palate of the walls and then embellish them with graceful designs and shelves (Louis Vuitton, 2011). Thus, Louis Vuitton succeeds in having a store atmosphere, which is identical to the image they portray of the brand. Another thing that the store apparently invests heavily in is the decoration done throughout the store. This includes the way the different products the store has to offer are arranged throughout the store, and how well their tidiness and order is maintained. These were all posh and strategically maintained, so that the look of the store did not lose its clean and well-maintained charm during any part of the hour which I spent there. One especially striking feature of the store was the manner in which the decorators have arranged the different merchandise on sale. Several of the stores that Louis Vuitton has, do not sell clothes. They specialize in leather goods, which is why their tag line is ‘Epi Leather.’ These goods include wallets, bags and purses, and shoes. Other accessories they sell include sunglasses and jewelry. Even the store window displays the goods in an exquisite manner, which would attract a consumer to enter the store and have a look around. This is one aspect of the store, against which the customers will most likely not have any complaints. It satisfies the image of the store due to which so many people visit and buy from Louis Vuitton. As the ambiance of the store passes inspection, we move on to the second factor, which makes up the true image of the store amongst its customers. The store was well equipped with sales assistants so that the sales assistant to customer ratio never got low. There was perhaps a slight arrogant air as to how these assistants greeted their customers (Louis Vuitton, 2010), which is inexcusable unless most of their customers have matching pompous dispositions. They were, however, present nearby the customers throughout the time that the customer was browsing, willingly discharging information about the products available in stock, as well as their location in the vast display throughout the store. This helpfulness was a savior to the image of this store, because one expects high quality service from a store, which charges people several hundreds of dollars for objects like wallets and shoes. Thus, the service in the store was complementary to the image, and is probably helpful in maintaining the respectable image that Louis Vuitton has built for itself. It is thus a disappointing fact that the third factor, from the three above-mentioned factors, which build up a brand’s image, did not meet the expectations that the other two factors had built up. While the decor and the service at the store were both at par with high quality, the product itself was not one would pay highly for. While the designs and styles of most of the products available were admirable and unique, it was the condition that some of these products were, was disappointing. A store, which promises top quality through its brand name alone, should ensure that the goods on display, with their thousand-dollar price tags, are in the best condition. One wallet I found, to my dismay, was in similar condition to the description one disappointed shopper has described in an online forum about this store. While the unique design of this wallet, and the elegant leather finish made me pick up the wallet, the condition it was in made me put it back down (Reviews for Louis Vuitton, 2011). There were around a dozen others, which were in perfect quality and ready for sale but it was the condition of this one, which caught my attention, since it is human nature to always see the flaw first. Although the damage was only slightly noticeable to someone browsing the store, it would have no doubt dismayed any customer who was willing to pay its $700 dollar price. The shoes, thankfully, I found in good condition, but I have no doubt that the person who shared her experience online about the unreliable shoes she bought from this store was only offering due precaution. It was a disappointing experience to find that a million dollar company such as this to be failing in upholding their image through the stores, which sell their products. While the image of the store will no doubt remain solid and respected in the eyes of the public, a few dismayed customers, and critics maintain a different stance. Works Cited Louis Vuitton Review. Urban Path, London, 2010. Retrieved on April 11, 2011: www.urbanpath.com/london/designers/louis-vuitton.htm Louis Vuitton. Official Website, 2011. Retrieved on April 11, 2011: www.louisvuitton.com/web/flash/index.jsp;jsessionid=Z03H3TOBKPN0GCRBXUDVAFYKEG4RAUPU?direct1=stor&langue=en_US&buy=1 Reviews for Louis Vuitton. Yelp, San Francisco, CA, 2011. Retrieved on April 11, 2011: www.yelp.com/biz/louis-vuitton-san-francisco Read More