Letter #100: Bernard Arnault (2016)
According to Kapferer, “luxury is superlative, not comparative”. The beauty of luxury is that no one can definitively say whether a Louis Vuitton bag is better than an Hermes bag because that concept doesn’t even make sense
Punch Card Investor • LVMH and the Luxury Strategy
You can’t charge a premium price for giving people what they expect, and you won’t ever have break-out products that way—the kinds of products that people line up around the block for.
Suzy Wetlaufer • The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Luxury is no longer about simply reviving heritage codes of the past, but rather it’s a dream space. Status is therefore found in radical solutions and ground-breaking projects.