Business Strategy and Market Attempt of Luxury Brands in the Post-epidemic Era – A Case Study of LVMH’s Leather Goods

Tianjie He ()
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Tianjie He: University of Sydney, The University of Sydney Business School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 293-300 from Springer

Abstract: Abstract The luxury goods industry has been one of the hardest-hit sectors during the COVID-19 pandemic. Using LVMH as a sample, this article examines the sales of luxury goods during the epidemic and the luxury goods group’s sales strategy in the post-epidemic era. The article takes fashion and leather products as the entry point and analyzes the financial results of lvmh with a timeline from 2019 to 2022. Primarily, it examines the opportunities and challenges facing lvmh’s fashion and leather products during the epidemic. It also points out the development flaws of the luxury brand’s market strategy in the post-epidemic era and how the brand’s market strategy can change for a better future how to better capture the market. Finally, the article takes lvmh’s fashion and leather products division as an example to study the application of on-line marketing strategy can be used for luxury brands to come out on top in the market in the post-epidemic era .

Keywords: LVMH; Business strategy; Luxury brands (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_36

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DOI: 10.2991/978-94-6463-246-0_36

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