The last parameters that contribute to the authenticity perception of LV are its distinct product attributes.
The respondents highlight quality and design as essential factors of LV's brand strength. Also, logo prominence is a widely discussed topic that seems to contribute to LV's brand authenticity.
Functionality, however, has less impact on brand authenticity for both generations. All respondents agree that quality is an essential parameter of luxury fashion brands. Gen X highlights the robustness, and Gen Y argues that long-lasting is the most critical feature of LV's quality. Following, the quality associations are similar and are highly correlated to the notion of timelessness discussed earlier. Gen Y contrasts quality more often in relation to the price as compared to Gen X, which can be related to the generation’s potential budget constraints. Whereas everyone perceives LV as long-lasting, people are skeptical of the material used, which often is plastic-based.
Gen X Female 4: “What I would also like to do is to buy an LV travel bag and pass it on to the next generation. It is durable (…), and it will last for decades. I would like that I could leave something like that behind for my children.”
Gen X Male 1: “For the price, you could get better material than plastic.”
Gen Y Secondary Data 36: “I have about six bags that are worth every penny. They are classic and will last forever if you take care of them.”
Gen Y Female 4: “I think the pattern is unique. Because it is a patent, and the quality is very good.”
Accordingly, Gen X speaks of the symbolic value involved when passing on long-lasting, classic luxury products to the next generation. It is noteworthy to point out that mainly Gen Y describes quality as a necessary base value that ought to be there, rather than an exceptional feature that increases brand equity.
Gen Y Male 1: “You kind of expect it to last for as long as possible because you are buying a more superior product in that sense.”
Gen Y Female 1: “If I am going to spend a lot of money on a product, I hope it lasts.”
The design seems to play a more significant role than long-lasting quality when it comes to evaluating product attributes that make LV a strong brand. Both Gen X and Gen Y argue that they like the canvas, the pattern and the colors, described as minimalistic by Gen Y and classic by Gen X. In regard to Gen X, especially the males seem to put exquisite importance on the design aspect of the brand. Most Gen X members refer to design mainly to product attributes, such as colors or patterns, only one Gen X
81 member refers to the designer of the product. It is interesting to see how Gen X describes that the real value of LV does not lay in its quality, but rather in what it conveys to the public eye in terms of design.
Gen X Male 1: “For the public image, appearance, (…), the shapes and colors and so on, they are good. But if you look into the depths, if you just look at the quality of these things, then from our point of view it is excessive. But we are going along with it anyway.”
In contrast, many Gen Y participants have a more holistic association to design, linking it to brand heritage and craftsmanship rather than specific forms and colors. For Gen Y, the role of luxury designers on CBBE creation was found to be more pronounced. Accordingly, the more immersed participants are in fashion, the more they emphasize the influence of designers on their brand perception. They celebrate design changes and often mention and praise Virgil Abloh, the creative director of LV’s men's fashion division, which results in a favorable association to LV. Moreover, they express that the presence of a designer adds to the perceived uniqueness of a brand.
Gen Y Male 1: “I first saw the huge travel bags they had. And I thought they looked really, really cool. (…) It just seemed like a really nice-looking product that portrays kind of genuine craftsmanship.”
Gen Y Female 1: “Yeah, yeah, more unique and I also have a feeling of one person standing behind that one bag that you are purchasing.”
Gen Y Secondary data 34: “Walked out of Louis, looking like a Virgil discount.”
Whereas design can be argued to be the most essential product attribute for the respondents, functionality seems to be the least important. Both Gen X and Gen Y argue that there is a certain sense of practicality, comfort, and robustness in the products, but none sees it as an essential feature of the brand.
Gen X Male 3: “Not the functionality. There are brands which are much more functional than LV.”
Gen Y Male 2: “Of course, there are differences in quality, but whether you're paying 500 euros for a belt or twenty euros for a belt, the function is the same.”
Lastly, a product attribute that both generations agree to play an essential role is the brand’s logo. Many respondents talk about the famous, easily recognizable monogram that is imprinted on many bags.
However, respondents of both generations differ in opinions on whether they like the logo to be
82 prominent or not. Preference for logo prominence seems to be linked to demographics and social groups rather than generational differences.
Gen X Male 3: “[So the brand name is important to you?] Yeah, absolutely. What I am saying is I do not like to have the brand like, all over the product.”
Gen X Male 4: “When I am on the road somewhere privately, then you can see the logo, of course.”
Gen Y Female 2: “This is so bad what I am about to say, and I feel really ashamed...But I think that if I have to pay 800 euros for a bag, I want the logo to be on it.”
Gen Y Female 1: “I do not want to wear a bag and people think, Ah, that is LV. Actually not. I would like to hide it. But you can see the brand on my bag.”
Interestingly, the same tendencies are perceived in both generations. Many individuals secretly want the logo to be there, but preferably not too visible. Some individuals hide the logo and argue that the quality and design speak for itself, while others would like the brand visible so that it becomes evident that much money has been spent on this item. Nonetheless, it seems to be an essential aspect of LV to buy a branded item, often as a justification for the high price. Furthermore, the signaling effect of wearing the logo can be linked to the socialization aspect of brand equity, which will be discussed in Socialization. It shows that depending on the peer group, there is either a strong preference for showing the logo or hiding it.
5.2.2 Brand Image
Authenticity Brand Image
Brand Associations Socialization Drivers of Brand Equity
Planning Behavior Impulse purchases
Daily usage
User Behavior
Customer Segments Peer Inspiration Celebrities & Influencer
Typical Users
Store Location In-Store Experience Internet vs In-Store Service Preference
Shopping Experience
Usage for Special Occasions
Figure 7 – The Brand Image Driver of LV’s CBBE
83 The second important driver of LV’s CBBE is Brand Image. Keller (2009) emphasizes that imagery is significant as luxury brands at their core evolve around intangible aspects. Thereby, the brand image held by the consumers is formed through personal experiences or external factors such as brand communication, creating sensory and emotional connections to the brand, ultimately supporting the creation of CBBE. The parameters that are especially important for the respondents of this study can be summarized under user behavior, shopping experience, and typical users.