Abstract
Louis Vuitton (LV) is the world 1st luxury brand and the leading brand of the LVMH group created in 1987, which was the 1st world group for luxurious goods' production and distribution. LVMH, ?16.5 billion sales worldwide in 2007 (+7.7%), is far ahead of the competition with revenues three times bigger than its close competitor, Richemont Group. The group is split in five core activities with a rich portfolio of over 60brands. Fashion and leather goods, with ?5.6 billion sales accounting for 34 % of the group turnover, are the group's growth engine. LV dominates the luxury segment by far with ?1.659 billion turnover in 2006 (2 times its two main followers PPR and Valentino), and owns 405 stores (+15 net openings 2008).
