Maintain the Kingdom of Luxury (LVMH's Acquisition of Bulgari)

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Proposal for LVMH’s Project World Personal Luxury Industry Overview Industry Definition The personal luxury market includes labeled clothing, accessories, watches and jewelry, fragrance, cosmetics and home wares, wines and spirits. Here we mainly focus on the personal luxury part, excluding cars, planes and the like. Market Trend Recent financial market development may warrant a downward revision in the sector earnings estimated by 6% for both 2008e and 2009e. However, in 2008, the fast-growing customer groups from Asia especially China, Middle East and Eastern Europe will be the potential driven forces of increasing revenue. Key factors promising a hopeful market environment - High-end world personal luxury industry performs well in economic uncertainty. - Key players have already invested to reduce cost and upgrade productivity. - Emerging markets strongly drive up overall expenditures on personal luxury. Key concerns over World Personal Luxury Industry - Intensified competition among key players. - Economic uncertainty and possible weak performance in key markets may overshadow the efforts made. - Changing foreign currency exchange rates may eat up profit margin. Competition within the Industry - Top 12 main European luxury groups account for over 40% of the total value in 2007. - LVMH continues the lead with strong revenue growth and increasing market share. But, share price downturn since 2008 laid great pressure on its management. - Richemont, LVMH`s strong competitor, gained strong sales, up 20% of constant currency driven by high-end jewelry sector. Analysis of major competitors in Personal Luxury Industry:Challenge from Richemont in Jewelry and Watch Section The Polo Ralph Lauren Watch and Jewelry Company formed by Richemont and Polo Ralph Lauren in 2007 can be a challenge to LVMH`s comparatively small Watches & Jewelry

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