In October, 2011, LVMH (Moët Hennessy Louis Vuitton) opens their doors to their ateliers, leather workrooms and cellars around Europe through their latest initiative; “Journées Particulières”. This is the first time since 1987 that ordinary consumers have been allowed through the ateliers doors. The reasoning for the Journées Particulières comes from the annual French event known as Journées du Patrimoine, in which historical buildings – the Elysée palace, the Moulin Rouge, the Hôpital Saint-Louis – are opened to the public.
This initiative is launched to ensure LVMH’s reputation and image is held true to the craftsmanship and traditions of their brands, and not linked to their wolf-like move to quietly purchase a large stake in Hermès in 2010.
Antoine Arnault, son to Bernard, is the man behind the plan to infuse more passion into the LVMH image and hopefully improve consumer trust and attitude towards them as a whole; “LVMH the group always speaks in terms of profitability and performance, and maybe for 10-15 years that was right, but now I felt it was the moment to find a different way,” he says (Link to FT article here). According to the attendants, this initiative has already proven to be a great success, and perhaps can even be a reason for LVMH’s further revenue growth for the third quarter of 2011. It definitely won’t hurt its further results. And with rumours of Louis Vuitton to launch their own fragrance in 2012, results will surely not dissapoint investors,
Read the Financial Times’ full article; FT Luxury 360