Case 12-2 LVMH and Luxury Goods Marketing

Leadoff question/activity: Ask students whether they own any fake luxury goods (e.g., knockoffs of Rolex, Gucci, etc.) Better still; ask them to bring in fakes lus genuine luxury goods for com arison. !. Bernard Arnault has built LVMH into a luxury goods empire by making numerous strategy is evident here acquisitions. What

Arnault wants luxury to a eal to to e"eryone, not #ust the global elite. $he basic roblem is making luxury brands a"ailable to a broader market without alienating the core consumer of luxury roducts. $he roliferation of licensing deals threatens to dilute the exclusi"ity of the brands. %esigner sunglasses, hosiery, and other roducts are more affordable to the mass market, but if &e"erybody' is wearing the brand, then how luxurious is it(