LVMH

Defining brand architecture and product roles for a world-famous luxury brand

Portfolio Strategy

THE CHALLENGE

One of the key LVMH business divisions had a number of different products and innovations, and they wanted a coherent and forward-looking strategy with specific roles for each product that aligned to the Brand’s Purpose.

They tasked us with defining which categories the brand should be playing in, as well as which segments were the most attractive to deliver long-term sustainable growth. They asked us to deliver a framework to guide the brand family and the roles for each product in order to maximise future growth.

THE SOLUTION

Internal Interviews – we spoke with the extended stakeholders both from the global team and key markets in order to get a 360° view of the brands positioning. This gave us a grounded understanding of where key stakeholders believe the brand should be playing.
Data Analysis – we conducted analysis of volume and value category dynamics to identify the key segments and opportunities that would generate long-term sustainable growth.
Working Sessions – we facilitated challenge and build sessions with the core team to ensure that all the stakeholders supported the plan, iteratively built on our future-focused recommendations and developed adaptable strategic priorities for them to own.

THE RESULT

LVMH is the world leader in luxury. A family group founded in 1987.

LVMH is home to 75 iconic Maisons, which embody a distinctive art de vivre blending heritage and modernity. LVMH operate in 6 different industries, across 81 countries, LVMH and its Maisons are committed to exemplary ethics, social and environmental responsibility. They strive to ensure that their products and the way they are made have positive impact on their entire ecosystem and host communities.

www.lvmh.com/en