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Book Cover
Author Liu, Yang, author

Title LVMH : is China still a new market? / Yang Liu, Peter Z᭢orsk&#xe000
Published London : SAGE Publications: SAGE Business Cases Originals, 2018
Online access available from:
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Description 1 online resource : illustrations
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary This case study examines LVMH, a global producer of luxury goods such as Fendi dresses, Louis Vuitton handbags, Mo봠champagne, Hennessy cognac, TAG Heuer watches, and Christian Dior perfumes. A primary focus is how LVMH has grown in China, which is gradually becoming one of its core markets. Background on the strategy and global growth of the group provides context to a more in-depth analysis of the importance of China to the luxury retailer. The case focuses on the evolving strategy of LVMH, which has become increasingly sensitive to consumer perceptions of luxury in China compared to Western countries. The risks and difficulties of marketing in China are stated in the context of the overall significance of Asia in the group and compared to Europe and America. Was the relative decline of Asia and China in terms of their share of group revenues in 2013-2016 only a temporary phenomenon? How could LVMH rekindle its growth in the region?
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Louis Vuitton Mo봭Hennessy (Firm) -- Management -- Case studies
Strategic planning -- China -- Case studies.
Corporations -- China -- Growth -- Case studies.
Luxury goods industry.
Genre/Form Case studies.
Form Electronic book
Author Z᭢orsk점eter, author
ISBN 9781526438836 (ebook)