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Running Head: LVMH IN CHINA: CRACKS ITS EMPIRE OF DESIRE? 1
Case Study #3: LVMH in China: Cracks its Empire of Desire?
Bryan Larocque
Davenport University
MGMT440
Kitson
2
LVMH IN CHINA: CRACKS ITS EMPIRE OF DESIRE?
Case Study #3
Introduction
In this case we are learning about how Louis Vuitton, the flagship brand of Moet
Hennessy Louis Vuitton (LVMH), has had so much success in the Chinese market.
Sales in Asia accounted for ⅓ of LVMH’s sales in 2015. The relationship between China
and LVMH is one that is said to be strong as people in China love to flaunt their LVMH
products in order to show off their wealth. This is important to the people of China
because they want to be able to stick out amongst their high population. Showing off the
LVMH symbol shows they have money and that they are luxurious.
After having over a decade of success in China, LVMH began being more
