Saved by sari and
The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Matthew Giampetroni and added
phoebe and added
Up until then, every cosmetic ad was designed to sell a product. I decided that rather than selling only a product, our ads would sell the brand. The brand would be timeless and would translate across languages and countries. All our advertising would be oriented toward the brand. Focusing on the brand would hone our identity and be our North Star:
... See moreLeonard A. Lauder • The Company I Keep: My Life in Beauty
Independent brands — even those with significant backing — were boxed out by luxury’s biggest players, whose heft gave them a major edge in distribution and marketing, where they enjoy greater leverage with multi-brand retailers, mall owners, real estate developers, magazines, influencers and other key players in the fashion ecosystem. In 2019, LVM... See more
The Nine Lives of Proenza Schouler
Diego Segura added
“we can't **outspend** these people is what makes me most alarmed
how do you overcome that? what changed, if anything? what leverage can be applied on ad spend and shows?
it might just be storytelling
it's like the old granddad authors who have a pitiful enough looking face for tiktok that their books start flying off the shelves in support
Dave King and added
Bernard himself continuously expresses that ‘creating desire’ is the most important part of what they are doing at LVMH
Punch Card Investor • LVMH and the Luxury Strategy
Matthew Giampetroni added