Louis Vuitton 2009 Annual Report Download - page 53

IN THE FALL OF 2009, LE BON MARCHÉ PAID TRIBUTE TO LEGENDARY ARTIST GUY BOURDIN,
A STAR OF INTERNATIONAL FASHION PHOTOGRAPHY. THE EXHIBIT UNVEILED THE PERSONAL FILMS
OF GUY BOURDIN FOR THE FIRST TIME. THE FILMS IMMERSE THE VIEWER IN IMAGES AND EMOTIONS,
THE RESULT OF INTIMATE AND MYSTERIOUS STAGE DESIGN. IT WAS A UNIQUE OPPORTUNITY
FOR VIEWERS TO UNDERSTAND WHAT MADE GUY BOURDIN ONE OF THE MOST INFLUENTIAL
PHOTOGRAPHERS OF OUR TIME.
LE BON MARCHÉ–—an inspired space
“To be a setting for what is beautiful and rare” is the goal of the
prestigious luxury department store on the Left Bank. Moving
far beyond its initial purpose, Le Bon Marché has established
itself over time as a place for exchanges and meetings open to
the world and proudly displaying its pronounced taste for cul-
ture. This inspiration is not new. In the 19th century, founder
Aristide Boucicaut created a reading room and painting gallery
within the store.
Since the end of the 1980s, Le Bon Marché’s taste for design
has resulted in the acquisition of a large number of contempo-
rary art works which are exhibited in the halls or sales areas.
Every year, several temporary exhibits are also offered to the
public in spaces dedicated to the themes of design, film, photo-
graphy, fashion and music. Art occupies a prominent place and
is an integral part of the store’s overall strategy. Le Bon Marché
today is a true benchmark, known worldwide by its identity
and unique character.
50
/
51
Outlook
Based on the improved trend seen in the second half of
2009, DFS is facing the year 2010 with confidence. The
leader in “travel retail” will continue to implement its strategy
to strengthen its presence at the favorite destinations of
Asian travelers. Among other positive elements, DFS will
benefit from the completion of the work on its flagship store
in Hong Kong Sun Plaza, where the Beauty department has
already been renovated, and from the progressive opening
of City of Dreams, the second Galleria in Macao.
As economic recovery in the United States promises to be
gradual, Miami Cruiseline will maintain drastic cost
management in 2010, while focusing on seizing the best
opportunities for growth. Those opportunities include a new,
very large ship operated by Royal Caribbean, where Miami
Cruiseline has opened more attractive stores in which it can
ideally express its expertise.
In order to maintain its global leadership and its positioning
as a trend-setting beauty expert, Sephora will continue to
expand its presence with new openings in profitable markets
and will accelerate the rate of its innovations. A major pro-
ject to develop online sales in Europe will also be initiated
in 2010. An increasingly exclusive offer (new brands carried
in the stores, previews launched in partnership with selective
brands, the development of Sephora product lines), the roll-
out of new merchandising and service initiatives and the
expansion of customer loyalty programs etc. are all efforts
that will contribute to a new year of growth and win new
gains in market share.
In 2010, Le Bon Marché will implement a strong and dy-
namic sales offensive. The store will begin modifications to
its sales areas to give greater space to sectors with high
profit potential. This change will result in two major events.
In the spring, the regrouping of the Home and Leisure
departments on the store’s second floor will reinforce the
unique and inspired character of Le Bon Marché. In the
second half of the year, the store will inaugurate a new
expanded Balthazar space for men, offering notably a Shoe
department that is unique in Paris.