Case Study: LVMH

Premium vs. Luxury

"House of Brands" Model

Heritage

Vertical Integration

Pricing Power

Perceived Scarcity

Acquisition

How might a company get richer by telling customers "No, you can't buy that"?

What's the thinking around running a company with many sub-brands and actively encouraging them to compete against each other?

When you buy a $10,000 handbag, what might you really be paying for?

How might a 200-year-old brand (like Tiffany & Co.) suddenly become the coolest thing on social media?

Video: The Man Who Buys All The World’s Luxury by The Wall Street Journal

Video: How a Louis Vuitton Bag is Made: A Tour of the Atelier (Official Louis Vuitton or similar "inside the factory" video)

Video: Why Hermès Birkin Bags Are So Expensive by Business Insider

Article: A Timeline Behind the Building of LVMH by The Fashion Law

Analysis Framework: Helmer's 7 Powers