LVMH's defining moves.
The defining strategic moves at LVMH — each one explained and grounded in the record.
The Pricing Lens · Business Model
Louis Vuitton Never Holds a Sale. That Refusal Is the Entire Strategy.
A €3,000 handbag marked down to €2,000 doesn't sell one bag cheaply - it quietly tells every customer the bag was never worth €3,000. That's why Louis Vuitton runs no sales, no outlets, and no discounts, ever, and raises prices in a downturn. For a luxury house, the price isn't on the product. The price is the product.
7 min
The Moat Anatomy · Moat Anatomy
LVMH's Moat Isn't 170 Years Old. It's 40, and It Was Bought at a Discount.
Everyone thinks luxury's moat is heritage - the older the house, the deeper the protection. But LVMH's oldest maisons, Moët (1743) and Hennessy (1765), posted a -9% organic decline in H1 2024. Age didn't save them. The real moat is who controls the story of age.
8 min