LVMH Plans to Group All Brands Under One Site

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LVMH is planning their most ambitious undertaking yet in the world of ecommerce – the impending site moves towards a single portal that will combine all its brands, as the French luxury group attempts to capitalize on fast-growing online sales.

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Slated to launch in May, the new website will be branded as Le Bon Marché. Aside from offering labels from LVMH’s very own, distributing non-LVMH brands will also be included in the upcoming site. The imminent launch will set LVMH against available platforms such as Net-A-Porter and Farfetch, amongst other websites that already offer various LVMH labels.

The move mirrors their current brick-and-mortar businesses including DFS Group and Sephora, which also represent competitor labels. The approach appears to work in Sephora’s favor, in particular – the beauty distributor is currently the biggest beauty distributor in the US.

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This will be the very first major digital move that LVMH will be undertaking since the appointment of Apple’s Ian Rogers as chief digital officer, a role newly created as the world’s largest luxury holdings group pushes towards the expansion of its online retail. Of LVMH’s 70 houses, all have the freedom to map out their own digital strategies.  

At 7 percent, ecommerce still makes up a tiny portion of sales in the luxury goods market worldwide, but recent Boston Consulting Group estimates have suggested a comfortable increase to about 12 percent within the next three years.

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