LVMH
Defining brand architecture and product roles for one of the world’s most famous luxury brands
THE CHALLENGE
One of the key LVMH business divisions had a number of different products and innovations, and they wanted a coherent and forward-looking strategy with specific roles for each product that aligned to the Brand’s Purpose.
They tasked us with defining which categories the brand should be playing in, as well as which segments were the most attractive to deliver long-term sustainable growth. They asked us to deliver a framework to guide the brand family and the roles for each product in order to maximise future growth.
THE SOLUTION
- Internal Interviews – we spoke with the extended stakeholders both from the global team and key markets in order to get a 360° view of the brands positioning. This gave us a grounded understanding of where key stakeholders believe the brand should be playing.
- Data Analysis – we conducted analysis of volume and value category dynamics to identify the key segments and opportunities that would generate long-term sustainable growth.
- Working Sessions – we facilitated challenge and build sessions with the core team to ensure that all the stakeholders supported the plan, iteratively built on our future-focused recommendations and developed adaptable strategic priorities for them to own.
THE RESULT
We developed a framework for the division to guide their portfolio and their future innovation. Each product was given clear roles across different distribution channels, consumers, and geographies, to produce growth both today and tomorrow. This was communicated upwards to senior stakeholders, and across to sales teams in different markets for implementation. This helped set up a long-term, sustainable innovation roadmap (rather than just quick fixes), and LVMH have subsequently engaged us to work on further projects with this brand.
