Bernard Arnault

Group mission and values

The mission of the LVMH group is to represent the most refined qualities of Western "Art de Vivre" around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.

In view of this mission, five priorities reflect the fundamental values shared by all Group stakeholders:

- Be creative and innovate
- Aim for product excellence
- Bolster the image of our brands with passionate determination
- Act as entrepreneurs
- Strive to be the best in all we do

Be creative and innovate

Group companies are determined to nurture and grow their creative resources. Their long-term success is rooted in a combination of artistic creativity and technological innovation: they have always been and always will be creators. 
Their ability to attract the best creative talents, to empower them to create leading-edge designs is the lifeblood of our Group.
The same goes for technological innovation. The success of the companies' new products - particularly in cosmetics - rests squarely with research & development teams.
This dual value - creativity/innovation - is a priority for all companies. It is the foundation of their continued success.

Aim for product excellence

Group companies pay the closest attention to every detail and ensure the utter perfection of their products. They symbolize the nobility and perfection of traditional craftsmanship. Each and every one of the objects their customers buy and use exemplifies our brands' tradition of impeccable quality. Never should Group companies disappoint, but rather continue to surprise their customers with the quality, endurance, and finish of their products. They never compromise when it comes to product quality. 
Their search for excellence go well beyond the simple quality of their products: it encompasses the layout and location of our stores, the display of the items they offer, their ability to make their customers feel welcome as soon as they enter our stores... All around them, their clients see nothing but quality.

Bolster the image of our brands with passionate determination

Group 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' 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 brands' image. In each of the elements of their communications with the public (announcements, speeches, messages, etc.), it is the brand that speaks. Each message must do right by the brand. In this area as well, there is absolutely no room for compromise.

Act as entrepreneurs

The Group's organizational structure is decentralized, which fosters efficiency, productivity, and creativity.
This type of organization is highly motivating and dynamic. It encourages individual initiative and offers real responsibilities - sometimes early on in one's career. It requires highly entrepreneurial executive teams in each company.
This entrepreneurial spirit requires a healthy dose of common sense from managers, as well as hard work, pragmatism, efficiency, and the ability to motivate people in the pursuit of ambitious goals. One needs to share and enjoy this entrepreneurial spirit to - one day - manage a subsidiary or company of the LVMH group. 

Strive to be the best in all we do

Last but not least is our ambition to be the best. In each company, executive teams strive to constantly improve, never be complacent, always try to broaden our skills, improve the quality of our work, and come up with new ideas.
The Group encourages this spirit, this thirst for progress, among all of its associates.

Code of Conduct

In 2010, to provide a set of simple principles and behaviours that should guide the Group and each of us in the everyday conduct of business, LVMH officially adopted a Code of Conduct.
LVMH has a global dimension and the world in which we do business is changing at a rapid pace. In the context of this continually evolving business environment, this Code of Conduct constitutes a common benchmark to guide individual initiatives and ensure greater consistency in practices across the Group's companies and geographies.
Code of Conduct (PDF–1,419 Ko)
Addendum to the Code of Conduct - November 2012 (PDF–413 Ko)

Digital

In 2010, the Group also adopted self regulatory on line marketing principles, aligned with the World Federation of Advertisers. 

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