Louis Vuitton 2003 Annual Report Download - page 61

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59
LAPASSION
CREATIVE
December sales were particularly steady, both
in London and in Tokyo, where the diamond
authenticity and the creativity of the collections
are highly valued. The year 2004 will be devoted
to improving the performance of existing stores
and preparing the vectors of long-term profita-
ble growth.
OMAS
Omas, the famous Bologna craftsman, speciali-
zing in luxury pens, is basing its growth on the
image of its exceptional expertise, the use of
noble materials and intensified creativity.
Omas posted strong sales growth in 2003 in a
sluggish global market as a result of marketing
expenditures focused exclusively in Italy, France
and the United States, the largest markets for
writing instruments, and promotional efforts
primarily devoted to its trademark 360 product
line.
DE BEERS*
De Beers entered the Japanese market with the
opening of three boutiques located in Tokyo
department stores: Matsuya in Ginza, Takashi-
maya in Nihonbashi, and Isetan in Shinjuku.
Opened in September 2003, the three stores
with different customer bases provided an
opportunity to measure the reactions of a very
demanding Japanese market and to adjust the
product line accordingly.
The first year of operation of the flagship store
in London, at the corner of Bond Street and
Picadilly, was extremely encouraging in a very
slow local jewelry market.
* In 2003, De Beers LV activities are consolidated in
Other activities.