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Luxury BrandsLuxury Brands, the LVMH companies, world leader in luxury.Luxury Brands - LVMH group. An international group with over 50 Luxury Brands : Moet & Chandon, Louis Vuitton, Fendi, Christian Dior Perfumes… champagne, spirits and cognac, haute couture, designer fine jewelry… Discover on lvmh.com news about the Group, about the LVMH Luxury Brands... |
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LVMH Luxury Brands and CompaniesA world leader in luxury, LVMH possesses a unique portfolio of some 60 prestigious luxury brands. The Group is active in five different sectors: |
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Wines and Spirits: Watches and Jewelry: |
Fashion and Leather Goods: Selective Retailing: |
Perfumes and cosmetics: Other activities: |
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Bolster the image of our luxury brands with passionate determinationLVMH luxury brands enjoy exceptional reputation. This would not amount to much, and could not be sustained, if was not backed by the creative superiority and extreme quality of their products. However, without this aura, this extra dimension that somewhat defies logic, this force of expression that transcends reality, the sublime that is the stuff of our dreams, Dior would not be Dior, Louis Vuitton would not be Louis Vuitton, Moët would not be Moët...
The power of the companies' luxury brands is part of LVMH's heritage. It took years and even decades to build their image. They are an asset that is both priceless and irreplaceable. Therefore, Group companies exercise stringent control over every minute detail of their luxury brands' image. In each of the elements of their communications with the public (announcements, speeches, messages, etc.), it is the luxury brand that speaks. Each message must do right by the luxury brand. In this area as well, there is absolutely no room for compromise. How does LVMH manage its increasing number of luxury brands ?Respect for luxury brand autonomy and a distinctive identity is a fundamental tenet of LVMH's management philosophy.Each house is free to adopt the marketing and retailing strategies best suited to its needs, to capitalize on its distinctive positioning, to shape and broaden its own universe. But all Group houses share certain basic values - creativity, product and service excellence, absolute respect for luxury brand image, and entrepreneurial spirit.The strategies implemented by Group companies are designed to meet the new challenges faced by the luxury goods industry - growing attraction to quality and cre-ativity; emergence of new local clienteles and new con-sumer segments; interest of younger generations; global-ization of brands; success of new retailing formulas at expanding their potential markets. To gain market share, luxury brands must extend the franchise of their best-selling products, broaden their product lines, target new consumers, notably among the younger generations, open new retail outlets around the world, and diversify their activities, coherently and cau-tiously, in areas related to their core businesses. Hennessy has captured the US market, where it is far and away the cognac leader, by positioning itself as a young, festive drink. Louis Vuitton has successfully leveraged its image of authenticity and as an outstanding leather goods brand to develop its ready-to-wear lines and become a global luxury brand. Céline, Loewe and Kenzo are pursuing similar goals. With the Group's considerable financial resources to bolster internal growth, LVMH luxury brands are able to achieve global market leadership by making the significant investments - notably in in advertising, promotion and distribution - that an isolated luxury brand without critical mass could not afford. |