Louis Vuitton 2002 Annual Report Download - page 8

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LVMH’S STRATEGIC PRIORITIES IN 2002 WERE TO DEVELOP ITS STAR BRANDS
AND ITS FUTURE GROWTH DRIVERS. THIS PROGRAM OF SELECTIVE
INVESTMENTS INCLUDED THE DISPOSAL OF CERTAIN NON-STRATEGIC
ASSETS.
PASSIONATE ABOUT CREATIVITY HIGHLIGHTS
A STRATEGY BASED ON ORGANIC GROWTH
06 • ANNUAL REPORT 2002
AUGUST 2002 - LOUIS VUITTON
CREATES AN EVENT ON TOKYO’S
OM OTESANDO.
In August 2002, the brand celebrated the opening
of not only its seventh and largest “global store”
in Japan, but a true “House of Louis Vuitton”
on the Omotesando, Tokyo’s trendiest shopping
artery, the equivalent of avenue Montaigne
in Paris. The ten-level building houses the 900
square meter store, a reception area, and exhibit
spaces devoted to a permanent exhibition of
25 masterpieces from the brand’s collection.
With this building that is both a commercial and
architectural landmark, Louis Vuitton celebrated
both its extraordinary success and its commit-
ment to Japan, where the brand has been present
for 24 years. The day of the store’s grand open-
ing, more than one thousand customers waited
in a line that stretched for nearly a kilometer.
M OËT HENNESSY STRENGTHENED
ITS DISTRIBUTION NETWORK IN ITS PRIM ARY
M ARKET AND EXPANDED ITS PORTFOLIO
OF PRESTIGIOUS BRANDS.
In order to generate greater marketing synergies
for its products in the United States, Moët
Hennessy consolidated the distribution of its
brands with those of the Diageo group at
a single distributor providing dedicated teams
in certain key states. These exclu-
sive and powerful sales forces will
ensure a proactive response to
consumer demand and the needs of
American retailers. This move gives
Moët Hennessy a new asset to grow
sales in its leading world market.
Pursuing its goal to improve
its positioning in luxury spirits,
Moët Hennessy acquired a 40%
stake in Millennium, the company
that owns the Polish vodka brand,
Belvedere, and the distribution
rights for the Chopin brand. This
new partner has created the high-
end vodka category in the United
States, where Belvedere and Chopin
sales have grown rapidly since they
were introduced in 1996 and 1997
respectively. Moët Hennessy will
distribute both brands worldwide, excluding
North America, where Millennium will con-
tinue to market them.
To k yo Omotesando –
the building
exterior, designed
by Japanese architect
Jun Aoki, suggests
a stack of five trunks
symbolizing the House
of Louis Vuitton.
The overall style
evokes both Japanese
and French
contributions to the
art of living.