The WARC Podcast CMO Conversations: LVMH on 'the art of crafting dreams'
Jul 23, 2024
Mathilde Delhoume, Global Brand Officer at LVMH, discusses the luxury brand's role in the 2024 Paris Olympics, emphasizing the blend of heritage and modernity. She dives into luxury's pillars of craft, creativity, and culture while highlighting long-term brand desirability. Mathilde elaborates on LVMH’s unique contributions to the Games, showcasing items like custom medals and uniforms. She also explores the importance of omnichannel experiences and the role of AI in enhancing creativity. A fascinating insight into luxury and innovation awaits!
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Three Pillars That Define Luxury
- Craft, creativity and culture are the three pillars that make luxury meaningful rather than the label 'luxury' itself.
- Mathilde Delhoume argues desirability in luxury comes from exceptional craft and cultural influence, not merely customer-driven problem solving.
Transposing Brand DNA Into The Present
- Balancing heritage and innovation means transposing a brand's DNA into today's world rather than reproducing the past.
- Losing sight of the original DNA risks damaging a brand, so treat it as living guidance for future actions.
Louis Vuitton’s Origin As A Human Epic
- Louis Vuitton's DNA traces back to a young Louis Vuitton who walked to Paris and learned trunk-making craftsmanship.
- Mathilde Delhoume uses his story to explain how the brand accompanies people's 'human epic' across time.