Digital Strategy for LVMH Group

LVMH currently employs 145,000 people across the world and reported sales of 42.6 billion euros in 2017. The LVMH Group brings together truly exceptional Houses. Each of them creates products that embody unique savoir-faire, a carefully preserved heritage and a dynamic engagement with modernity. These creations make their Houses ambassadors of a distinctively refined art de vivre.

True to tradition, each of their brands builds on a specialty legacy while keeping an unwavering focus on the exquisite caliber of its products. This breathtaking collective heritage fuels their refusal to settle for anything less than the very best as they grow. Their design, manufacture and retail teams continuously raise the bar for excellence in their products even as they honor their roots by safeguarding time-honored traditions.

The LVMH Group comprises 70 exceptional Houses that create high quality products. It is the only group present in all five major sectors of the luxury market:

• Wines & Spirits (Moët & Chandon, Château d'Yquem, Hennessy, etc.)

• Fashion & Leather Goods (Louis Vuitton, Givenchy, Christian Dior, etc.)

• Perfumes & Cosmetics (Christian Dior, Kenzo, Benefit, etc.)

• Watches & Jewelry (Bvlgari, Chaumet, TAG Heuer, etc.)

• Selective Retailing (Sephora, Le Bon Marché Rive Gauche, La Grande Epicerie de Paris, etc.)

Creating a Digital Strategy that brings the shared values of the houses to the digital age

Be Creative and Innovative

Creativity and innovation are part of their DNA. Over the years, they have ensured their Houses’ success and established their legitimacy.

Cultivate an Entrepreneural Spirit

LVMH has an agile and decentralized organization that encourages efficiency and responsiveness. It stimulates individual initiative by entrusting each person with significant responsibilities. Their entrepreneurial spirit encourages both risk-taking and perseverance.

Deliver Excellence

At LVMH, they never compromise on quality. Because they embody the world of craftsmanship in its most noble and accomplished form, they pay meticulous attention to detail and to perfection.

Respect for these values is one of the keys to the performance of LVMH Houses, engaging them with contemporary times and society. The Group has made sustainable development a strategic priority since its creation. Today, this commitment establishes a clear position regarding the issue of the ethical responsibility of businesses in general, as well as the distinctive role played in society by a group such as LVMH, in France and around the world.

We created a coherent set of e-commerce and omnichannel guidelines, templates and educational materials, that help the LVMH group coach the Houses in their digital transformation.

Considering the importance of each House’s unique heritage and the savoir-faire in LVMH’s culture and strategy, they were looking for a solution that was flexible enough to be used by all the Houses, no matter how big or how digital-savvy they already are. The materials are simply an instrument that LVMH offers them, but it’s the houses themselves that decide which tune they want to play.

Even with 20 years of experience in e-commerce and digital transformations, translating our concrete strategies to a higher, more conceptual level, was still a nice challenge. Even more so since everything we created had to be valid for a diverse range of luxury domains: Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry. We took the challenge head-on and are proud to have successfully completed it.