LVMH Capabilities

Part
01
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Part
01

LVMH 1

After analyzing LVMH reports, news publications, and company profiles, we determined that LVMH has partnered with Viva Technology to implement Artificial Intelligence (AI) into their company and is one of the leading companies in the industry for social media. Details are provided in rows 4-15 of the attached spreadsheet. LVMH has partnered with Viva Technology to implement AI technology through chat bots, retail experience enhancement, and platforms for trying products prior to purchase. They also partner with Analytics PRO to analyze their companies social media posts and determine the effectiveness for each company.
Part
02
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Part
02

LVMH 2

Our researched focused on Personalizaton and Content for LVMH. The requested information has been added to rows 16 to 27 of the attached spreadsheet. LVMH is focused on providing a personalized customer experience, without compromising privacy.

PERSONALIZATION

LVMH's annual reports from 2017 and 2018 focus on the importance of personalization across its brands. In some stores customers will be greeted by name and recommendations online and in store will be made based on prior purchases. Examples of personalization campaigns include Clos19's pop up personalization shops. Le Bon Marché's “24 Sèvres digital platform, which includes personalized videos from stylists. Chaumet's “Make it Yours” ring collection, which allows customers to design and create rings to their own style. Louis Vuitton's "Make it Yours" campaign allows customers to add custom patches to their bags.

CONTENT

LVMH's Chief Digital Officer acknowledged that LVMH customers want luxury and privacy, therefore the company is taking a more conservative approach to data-analytics and customized content. He also understands that customization done correctly is what is more important. In 2019, the company's start up lab was aimed at “Crafting the Customer Experience of Tomorrow”. Companies included data analytical startups including; OpenDataSoft, and Yilou Software Ltd. LVMH has expanded its e-commerce team by 500%.

METHODOLOGY

We began our research by reviewing LVMH's most recent annual reports. This provided information on how LVMH approaches personalization and content. The annual reports and interviews with LVMH's Chief Digital Officer provides insights into LVMH's cautious approach to these aspects of the customer experience.

We approached the acquisitions and investments of LVMH by first reviewing the company's annual reports, as companies will often report this information annually. This did not provide any results. We next performed a press search, as large investments and acquisitions will often be reported by either party, or by large media outlets. This did not provide any information on acquisitions but we did find investments made in 2013 and 2018 related to personalization and content. Finally, we reviewed the investments and acquisitions on Crunchbase. The additional investments and acquisitions for the last ten years have all be based around fashion and beauty brands and have not been related to technology.
We reviewed LVMH's annual reports for any patent information, as companies will sometimes include significant patent news in their annual reports. LVMH does not cover patents in its annual reports. We next looked for any media mentions, as companies and media outlets will often report patent information, again this produced no results. We next searched patent databases, while we were able to find a list of patents for LVMH, patents in the last ten years have focused on cosmetic and fashion products and we were unable to identify any that related to personalization or content.

Part
03
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Part
03

LVMH 3

According to LVMH, news publications, and company profiles, LVMH has partnered with two companies in the last few years to create IoT and AI skin care products. Details of each can be found in rows 28-38 of the attached spreadsheet. The company partnered with CareOS to provide specialized bathroom devices that use IoT. Products use a range of technology to create a personalized, connected bathroom experience. They also partnered with Lululab to create a skin assessment device that uses AI technology to identify skin characteristics and provide personalized recommendations to consumers. Because the IoT devices are the only products the company carries relating to this sector and they are specialized to bathroom devices, there are no fragrance and beauty IoT efforts specifically.
Part
04
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Part
04

LVMH 4

We have entered the requested details on LVMH's Augmented & Virtual Reality and Mirror Tech on rows 39-50 of the attached spreadsheet.

After searching through several sources including LVMH's annual reports, press releases, industry trade publications, and media sources, there is no publicly available information on LVMH's acquisition or investment in any company with Augmented & Virtual Reality and Mirror Tech capability. There is also no information on LVMH filing a patent for any Augmented & Virtual Reality and Mirror Tech technologies.

Only Sephora, an LVMH beauty brand, is using mirror tech. There is no evidence that LVMH is implementing the technology across all brands/products.





Part
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Part
05

LVMH 5

Aura is a blockchain program being developed by LVMH. This program will track the authenticity of products amongst its luxury brands. Aura is expected to go live this summer. It is a behind-the-scenes program, with consumer-facing brand apps like the Luis Vuitton mobile app. LVMH also is an avid supporter of incubator start-ups. Currently, they are working with Cypheme and VeChai on blockchain technology. LVMH is a proponent of environmental stability and is involved with initiatives such as the Life Program and the Environment Academy. Their focus is to promote sustainability.
After consulting the LVMH company website, their annual reports, and media releases we discovered multiple blockchain technologies that are detailed in the attached spreadsheet.


Part
06
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Part
06

LVMH 6

According to LVMH, news publications, and company profiles, LVMH has their own research and development department dedicated to discovering new materials for each "house" as well a specialized digital shopping experience. Details of each can be found in rows 63-74 of the attached spreadsheet. The company publicly states that they have initiatives dedicated to research and develpment of new materials for products in each of their product categories including fragrance and beauty. Unfortunately, they do not provide any details relating to investments in this area or research results. This is most likely to maintain a competitive edge. Additionally, the only luxury service provided by the company After an extensive search of all listed sources, there was no evidence to suggest that the Fragrance and Beauty departments of LVMH had specialized luxury services.
Part
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Part
07

LVMH 7

After scouring LVMH reports, news publications, and company profiles, we determined that LVMH does not provide any product rental services. In addition, we found that the company does not have any home-try-on services, however, they partnered with Voir early in 2019 to provide digital makeup services. This service allows customers to digitally try on make-up prior to buying products throught the Voir app. Details of these findings can be found in rows 75-84 of the attached spreadsheet.
Part
08
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Part
08

LVMH 8

LVMH sells its products directly to customers through its online e-commerce platforms Clos19, Sephora, and 24 Sevres. Sephora partnered with Salesforce in March 2018 to help improve the online shopping experience for their customers. All the details have been provided in rows 85-96, Columns C of the attached spreadsheet.

Unfortunately, no information could be found publicly about the patents filed by LVMH.

METHODOLOGY

Initially, we searched through the annual reports of LVMH and could locate the information about their online marketplaces and e-commerce platforms. But these sources didn't provide information about their recent partnerships and investments or any patents filled.
Next, we scanned through their press releases where we only found some additional information about their e-commerce platforms and no other relevant details could be found. Then, we looked through Crunchbase and other company databases. The idea was to find information about their recent investments and acquisitions. Through this search, we were able to find that LVMH acquired an e-commerce company in 2015 as mentioned on Crunchbase. They also invested in Moda Operandi in 2015. No other information about their acquisitions or investments was found on these sources.
Later, we searched through various industry publications and news articles. The idea was to find if LVMH made any partnership or had any patents filed. Through this search, we were able to confirm that in 2015, LVMH made an investment in Luxola and Moda Operandi. There were no other relevant details on investments or acquisition made by the company. However, through CB Insights, we were managed to find that Sephora made a partnership with Salesforce and also, the information about their way to enhance the customer experience. Some of the relevant information was found on Coresight Research about LVMH's recent investments in digital.
To find the information on patents filed by LVMH, we further looked at the website of United States Patent and Trademark Office. But no relevant information about any patents filed by LVMH was found on this website.

ROW 85: DIRECT TO CONSUMER (ALL PRODUCTS)

Clos19 is an online shopping platform which sells luxury wine, spirits, and champagnes. It provides its customers the access to expert advice, service, and unique shopping experience. Louis Vuitton, Celine, Givenchy, and Rimowa are some of their other brands that have an e-commerce store.

ROW86: DIRECT TO CONSUMER IN FRAGRANCE AND BEAUTY ONLY

LVMH's beauty and other brands are integrating digital tools in order to attract new customers and enhance their experience. Make Up For Ever, their beauty retailer expanded its online sales and continued international growth.

ROW 87: DIRECT TO CONSUMER PARTNERING

Yes, LVMH partnered with FIS to improve its payment efficiency in commerce transactions for its international customers.

ROW 88: DIRECT TO CONSUMER BUYING

Yes, LVMH acquired an Asian e-commerce startup Luxola in 2015.

ROW 89: DIRECT TO CONSUMER INVESTING

No, LVMH hasn't invested in any e-commerce companies.

ROW 90: DIRECT TO CONSUMER PATENTS FILED

No, based on the company specific documents such as annual reports and press releases, industry trade publications, and media sources, no evidence was found of LVMH filing a patent for any e-commerce capability.

ROW 91: ONLINE MARKETPLACE (ALL PRODUCTS)

LVMH launched 24 Sevres, a digital shopping platform in 2017, with a goal of providing a different online shopping customer experience. It offers a selection of more than 150 luxury brands, with an attractive and innovative online presentation and an exceptional customer service.
The 24 Sevres platform was created based on the expertise from their Le Bon Marche department store in Paris. Their customers can have a chat with Parisian stylists, who are available for live consultations on the website and they can also have a chat and shop online at the same time through the 24 Sevres iOS app.

ROW 92: ONLINE MARKETPLACE IN FRAGRANCE AND BEAUTY ONLY

LVMH sells beauty products online through its e-commerce platform Sephora, which is a well-known online beauty retailer across the world. Sephora expanded its online presence in Mexico, the Middle East, and Scandinavia. Customers can try products via Sephora's Virtual Assistant from their mobile. It has launched the Beauty Insider Community, a digital platform, which customers can use to connect, find inspiration, get recommendations and browse product pages.

ROW 93: ONLINE MARKETPLACE PARTNERING

Yes, Sephora partnered with Salesforce in March 2018 to help improve the online shopping experience.

ROW 94: ONLINE MARKETPLACE BUYING

No, LVHM hasn't bought any online marketplace companies.

ROW 95: ONLINE MARKETPLACE INVESTING

No, LVMH hasn't invested in any online marketplace companies recently.

ROW 96: ONLINE MARKETPLACE PATENTS FILED

No, based on company documents such as annual reports and press releases, industry trade publications, and media sources, there was no evidence found of LVMH filing a patent for an online market place capability.

Part
09
of fifteen
Part
09

LVMH 9

According to LVMH, news publications, and company profiles, LVMH has implemented two initiatives in the past two years to cater to customer loyalty and retail experience. Details of each can be found in rows 97-108 of the attached spreadsheet. These initiatives included 24 Sevres, which is a loyalty and retail enhancement program and Retail Lab, which is a private sector of the company devoted to innovations in the retail experience for the entire company. After an extensive search of all listed sources, there was no evidence to suggest that the Fragrance and Beauty departments of LVMH had specialized loyalty or retail experience programs. This was supported by the fact that each listed program included this department in their offerings.
Part
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Part
10

LVMH 10

LVMH, a leading luxury provider, supports and provides multiple endeavors when it comes to technology. This year they will host Viva Technology, a gathering that brings together cutting edge technology solutions. They also developed an area for start-ups to work and develop new technologies called Station F. Station F has 90 workstations and can support 50 start-ups at once. The start-ups may use the workstations in six-month intervals. Sephora, which is part of the LVMH family, uses beacon technology in their mobile app as part of an omnichannel experience. The app can offer in-store suggestions
Store shopping Behavior details are provided in the attached spreadsheet.
According to LVMH, their annual reports, and press releases, the company has made strides in the areas of using technology to identify in-store shopper behaviors, but they are not concerned with being leaders in this area. They do not believe they need to be an early adopter of every technology, as their chief concern is luxury. This makes sense, as there was not a lot of information readily available that discussed their use of technology regarding in-store shopping behaviors.

Part
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Part
11

LVMH 11

According to LVMH, news publications, and company profiles, LVMH has partnered with three companies in the last few years to create voice products and offers click to collect services. Details of each can be found in rows 121-132 of the attached spreadsheet. The company partnered with CareOS, Google, and CRM to create voice search products for both companies and consumers. In addition, they provide click to collect services through both Louis Vuitton and 24 Serves. Because both sites provide fragrance and beauty services as well as others, we determined that there are no services specific to this sector provided by the company.
Part
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Part
12

LVMH 12

According to LVMH, news publications, and company profiles, LVMH has partnered with two companies in the last two years to further their technological reach in the fashion industry. Details of each can be found in rows 133-143 of the attached spreadsheet. These partnerships include mode.ai, which created a Facebook Messenger chat bot for LVMH in 2017, and Heuritech, which is fashion prediction platform launched in 2018. In addition, a subsidiary of LVMH, Sephora, released a chat bot through Kik in 2016 designed to provide advice and tips to their customers.
Part
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Part
13

LVMH 13

After analyzing LVMH reports, news publications, and company profiles, we determined that LVMH has its desktop 3D printing that allows the company's engineers and manufacturers to be creative in designing improved and new production processes. The 3D printers assist in the production line of each product. We also noted that the company does not provide personal styling. However, we discovered that recently the company shortlisted 30 startups that created solutions for "Crafting the Customer Experience For Tomorrow" The solutions range from artificial intelligence to data analytics, clientele to customer service, and omnichannel to supply chain. Details of these findings can be found in the attached spreadsheet, column C, rows 144 to 155.

Part
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Part
14

LVMH 14

Our research team was able to find that LVMH has invested $33 million into an online fraud startup named Riskified. We also found that LVMH worked with Oracle to design an updated POS. More details can be found below and on the attached spreadsheet.

LVMH

ANTI-THEFT AND COUNTERFEIT/ FRAUD PREVENTION

In 2016 LVMH and Dubai’s Department of Economic Development (DED) partnered to combat counterfeiting. They started the Group Audit and Internal Control department in 2011 in order to battle theft and they re-iterated their risk management efforts in 2015 by conducting two workshops focused on the subject. LVMH invested in an online fraud startup named Riskified. They invested $33 million in a 2017 funding round.

FRAGRANCE & BEAUTY

We were unable to find anything different that LVMH is doing to protect their beauty & fragrance products more than the others they manufacture and sell. They list how they deal with brand protection among their brand on their website.

PARTNERING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending partnerships with any anti-theft, counterfeit or fraud prevention companies.

BUYING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending acquisitions with any anti-theft, counterfeit or fraud prevention companies.

INVESTING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending investments in any anti-theft, counterfeit or fraud prevention companies.

PATENTS FILED

LVMH has 387 patents filed, none of those patents are related to anti-theft, counterfeit or fraud prevention devices.

POS RETAIL STORE (POINT OF SALE)

LVMH had outdated and aging POS applications. Some items the POS needed to be able to handle were warehouse transfers, click & collect, transfers reception, and e-commerce in store. Oracle was able to update their systems. The new POS improved productivity, stock optimization, retailer learning, and they reduced the number of applications needed to maintain the system.

FRAGRANCE & BEAUTY

LVMH designed a sales team at LVMH fragrance brands for the purpose of POS reporting because they wanted to improve data analysis and reporting tool. They call the system Accelerated Analytic's and it contains key data that helps retailers see day-to-day stock and sales. This system also can pull up historical data so that they can plan promotions and seasonal sales.

PARTNERING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending partnerships with POS hardware or software companies.

BUYING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending acquisitions with POS hardware or software companies.

INVESTING

After reviewing their CrunchBase, Reuters, Press Releases, and LVMH financial statements we were not able to find any prior or pending investments with POS hardware or software companies.

PATENTS FILED

LVMH has 387 patents filed, none of those patents are related to POS hardware or software companies.
Part
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Part
15

LVMH 15

We have entered the requested details concerning LVMH's omnichannel and their subscription model in rows 168-179 of the attached spreadsheet.
After searching through several sources including LVMH's annual reports, press releases, industrial publications, and media sources, there is no publicly available information on LVMH's omnichannel buying, filing a patent for any omnichannel products, and investment in any company offering omnichannel solutions.
Also, after searching through several sources such as LVMH's annual reports, press releases, industrial publications, and media sources, we could not retrieve related information concerning LVMH's partnership in subscriptions, subscriptions buying, subscriptions investing, and any patents filing regarding subscriptions on public data.
In addition, only Sephora, an LVMH beauty brand, utilizes subscription approaches. There is no evidence that LVMH is implementing subscription across all brands/products.
Additional information concerning the research request can be accessed here.
Sources
Sources