Louis Vuitton 2008 Annual Report Download - page 37

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LVMH010_2008_GB:Mise en page 1 24/03/09 11:12 Page 38
Offering customers
a pledge
of excellence
In 2008, by cultivating their specific assets and the values that differentiate them in the
market, the LVMH brands again recorded notable growth in a fiercely competitive market. In
order to continue to enhance their positions in 2009, they will pay unprecedented attention to each
market and will more than ever adhere to the goal that drives them – offering a pledge of excellence
and a promise of exceptional quality to consumers looking for benchmarks and sure values as well
as a sense of dream. They will rely on their best sellers which extend their success over time and
illustrate their formidable capacity for renewal with each new product variation, as well as on
innovations that have the potential to become classics in the future.
Revenue
EUR million
2006
2,519
2007
2,731
2008
2,868
Profit from
recurring
operations
EUR million
2006
222
2007
256
2008
290
Investments
EUR million
2006
98
2007
115
2008
144
Revenue by geographic
region of delivery
in %
16%
France
42%
Rest
of Europe
14%
Other markets
14%
Rest of Asia
6%
Japan
8%
United States
Breakdown of revenue
by product category
in %
18%
Skincare
products
54%
Perfumes
28%
Cosmetics
Invitation
to travel
Escale à Portofino: its name
evokes a mythical location
adored by Christian Dior. The
cane motif so dear to the
fashion house decorates the bottle. The perfume is a fresh, modern
cologne, for which François Demachy, the House perfumer-designer,
has combined special natural materials like Italian citron, Calabrian
bergamot and Sicilian Petigrain.
Parfums Christian Dior:
exceptional image
and high-quality growth
With significant revenue growth and new impro-
vement in its profitability in 2008 for the fifth
consecutive year, Parfums Christian Dior again
illustrated its exceptional image, the soundness
of its strategy, and the quality of the resulting
growth. The brand's growth, again greater than
the market average, was well distributed among
its different geographic regions. The leader in
Europe, its first market, Parfums Christian Dior
expanded its position there with advances into
Russia. The brand also achieved solid growth in
Asia and recorded the best growth among its
competitors in the United States. China and the
Middle East also confirmed their potential.
Dior's growth, another balancing factor, is driven
by all product categories and, within each
category, by the brand pillars, the strategic lines
developed over time and supported by a large
number of initiatives. The dynamic performance
of the perfume segment was driven by the excep-
tional vitality of the great classic
J’adore
, and
by new variations of
Miss Dior
and the success
of two new products launched during the year,
Dior Homme Sport
and
Escale à Portofino
, which
inaugurated a new fragrance collection. The
PASSIONATE ABOUT CREATIVITY 35