Luxury Conglomerate Strategy: A Comparative Case Analysis of LVMH and Kering

This comparative case study explores the strategic initiatives of two major luxury conglomerates, LVMH and Kering, and their responses to the evolving dynamics of the luxury industry. It focuses on four key strategic areas identified in the literature: digitalization and technology integration, immersive retail strategies and brand storytelling, ESG and sustainability efforts, and mergers and acquisitions. Through a detailed analysis of LVMH and Kering’s approaches to these areas, the study elucidates how both firms maintain their competitive edge and leadership in the luxury market. The findings highlight the critical role of strategic continuity, technological innovation, effective brand communication, sustainability efforts, and strategic acquisitions in navigating the complexities of the contemporary luxury landscape. This case study contributes to a deeper understanding of luxury brand management and provides valuable insights for both industry practitioners and academic scholars.