Abstract

Moet Hennessy Louis Vuitton (LVMH), the world’s largest luxury goods company owns famous luxury brands like Dom Perignon, Christian Dior, Donna Karan and Louis Vuitton. LVMH defines a brand’s identity by mining its history and finding the right designer to express it. LVMH believes in controlling quality and distribution and creating brand excitement among customers with innovation, which in its view is the ultimate driver of growth and profitability. Chairman Bernard Arnault believes that star brands are born when a company manages to make products that ‘speak to the ages’, yet remain intensely modern. These products fulfil the consumer’s fantasy. A star brand is timeless, modern, fast growing and highly profitable. Arnault believes that the impression of timelessness can be created with uncompromising quality.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 0

Keywords

LVMH (Moet Hennessy Louis Vuitton), Star brands, Luxury goods, Louis Vuitton, Brand building, Bernard Arnault, Gucci, Prada, Miami Cruiseline Services, Newton and MountAdam vineyards, Dom Perignon, Christian Dior, Donna Karan, Celine