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The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
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
Asked by the WSJ whether he spent $500 million renovating the 5th Avenue Tiffany flagship, Bernard Arnault replied:
“You cannot dream when you talk numbers. When you create desire, profits are a consequence.”
You need to be creating desire. https://t.co/58kMHj0j5o
Bernard himself continuously expresses that ‘creating desire’ is the most important part of what they are doing at LVMH