TEXT ALL SECOND MODULE INSIDE LVMH MAY 2024, Appunti di Brand Management

Scarica TEXT ALL SECOND MODULE INSIDE LVMH MAY 2024 e più Appunti in PDF di Brand Management solo su Docsity! 2nd module INSIDE LVMH Certificate 28/5/24 Welcome to your second course! Luxury & society The Luxury Industry and Society ...over time. Past, Present and Future: The Luxury Formula Serge Carreira from Sciences Po Paris explains the paradox of Luxury: it has to be of our time and timeless at the same time. What makes a Luxury brand relevant over time? In this video, Serge Carreira, Lecturer in the Program of the Master “New Luxury and Art de Vivre” at Sciences Po Paris, focuses on one of Luxury's most singular dimensions: Time. He uncovers how Luxury can evolve with society to ensure its values are lasting. Brands and society Brand values are strongly linked to society and consumers. What emotions and societal values are strongly associated with brands, and in line with society's aspirations? Research has shown that consumers rely on Luxury consumption to communicate certain values, and thus reward companies that truly reflect those values. Follow Anne Michaut, Associate Dean for Education Track and Pedagogy and the Director of the LVMH Academic Chair at HEC Paris, as she uncovers the role of brands in society related to their opportunities to express functional, experiential and symbolic values Now, let's focus on companies' growing engagements starting with the input of two academic professors Focus 1: Sustainability How to define sustainability? How companies and individuals may consider their engagement and commitment to improving society? In this video, Anne Michaut, Associate Dean for Education Track and Pedagogy and the Director of the LVMH Academic Chair at HEC Paris, shares her definition of sustainability, and uncovers how businesses not only focus on minimizing their negative impact, but also seek to eVect a positive one. Focus 2: Equity, Diversity and Inclusion What are the definitions of Equity, Diversity & Inclusion ? Felicia Henderson, Lecturer at Sciences Po Paris, gives a brief overview of equity, diversity and inclusion in organizations and oUers some suggestions for how you can foster equity and inclusion in your workplace or future workplace. LVMH: 30 years of sustainable commitments Taking action to make a diVerence. LVMH takes action. Every action taken by the Group and its employees reflects our commitment to ethics, corporate social responsibility and respect for the environment. Our commitments drive our Maisons’ performance and ensure their longevity. Firmly convinced that truly desirable products can only come from sustainable businesses, we are committed to ensuring that our products and the way they are made have a positive impact on our entire ecosystem and the places and communities where we operate, and that our Group is actively working to build a better future for our planet. “The LVMH Group embodies a unique culture, one that we express around the world through our products, as well as our ethical, social, environmental and cultural actions, with each aspect contributing to a truly living legacy.” - Bernard Arnault, Chairman and CEO of LVMH In the light of the 30-year mark for LVMH in honouring these commitments, let's look back on the evolution and progression of this path and dedicated strategy over the years. LVMH: 30 years of sustainable commitments Taking action to make a diVerence. LVMH takes action. Every action taken by the Group and its employees reflects our commitment to ethics, corporate social responsibility and respect for the environment. Our commitments drive our Maisons’ performance and ensure their longevity. Firmly convinced that truly desirable products can only come from sustainable businesses, we are committed to ensuring that our products and the way they are made have a positive impact on our entire ecosystem and the places and communities where we operate, and that our Group is actively working to build a better future for our planet. “The LVMH Group embodies a unique culture, one that we express around the world through our products, as well as our ethical, social, environmental and cultural actions, with each aspect contributing to a truly living legacy.” - Bernard Arnault, Chairman and CEO of LVMH In the light of the 30-year mark for LVMH in honouring these commitments, let's look back on the evolution and progression of this path and dedicated strategy over the years. Fusing durability and desirability, the wardrobe designed for this unique capsule is the fruit of a new alliance, inviting us to rethink the fashion of tomorrow by transforming the creative process. Creative Circularity 3/3 Nona Source, a veritable innovation in sourcing. Created by three experts from the LVMH Group – Marie Falguera, Romain Brabo, and Anne Prieur du Perray, Nona Source is a startup incubated by our DARE intrapreneurial program (Disrupt, Act, Risk to be an Entrepreneur) to accelerate innovative solutions. With their expertise in material sourcing and digital transformation, they designed a game-changing platform to re-use deadstocks, the “sleeping beauties” stored in the warehouses of exclusive LVMH Fashion & Leather Goods Houses. Pillar 2 Let's now discover the second pillar: Biodiversity 1/3 Fundamental importance of preserving the ecosystem LVMH has been committed to making the protection of biodiversity an absolute priority. The protection of nature’s ecosystems has always been of utmost importance to LVMH, whose activity is significantly reliant on natural raw materials (flowers, grapes, cotton, leather, stones etc.). Therefore, LVMH is taking action and making the protection and regeneration of biodiversity a key pillar of its LIFE 360 environmental strategy. Alexandre Capelli is the Innovation & Biodiversity Director at LVMH, and is leading the environmental creativity and innovation topics linked to products and raw materials within the Group. Let's discover with him how LVMH has structured its strategy around three main objectives to preserve and regenerate the biodiversity. Biodiversity 2/3 Moët Hennessy protecting biodiversity As a global leader in Luxury Wines and Spirits, Moët Hennessy division has a special responsibility towards its stakeholders and towards the planet, from soils to communities. Learn from Sandrine Sommer, Chief Sustainability OVicer at Moët Hennessy, about the Living Soils Living Together sustainability program and especially its first pillar about REGENERATING SOILS. Biodiversity 3/3 Louis Vuitton partnering with People For Wildlife NGO Louis Vuitton launched in September 2020 its sustainable roadmap, called The Committed Journey. Learn more about its key pillars with Christelle Capdupuy, Sustainable Development Director at Louis Vuitton, while focusing on concrete actions to protect and regenerate biodiversity with the 5-year global conservation agreement with People For Wildlife NGO. A year after joining the People For Wildlife conservation charity in a five-year partnership to restore and preserve biodiversity in a vast Australian natural reserve, Louis Vuitton has shared the first results of initiatives for a 400,000-hectare area on the Cape York Peninsula in Queensland, Australia. In order to assess the state of biodiversity in the area prior to project launch, the first year of the People for Wildlife collaboration established baseline metrics, set up robust monitoring systems and deployed operational scientific measurement equipment. This facilitates access to remote and challenging terrain. EUective monitoring has led to the discovery of two new species in the Apudthama reserve, a unique mushroom species likely endemic to the area, as well as a new snake species. The grey and brown python is currently being studied by the scientific community. What’s more, over half a million camera trap images have been collected, documenting the presence of numerous species and attesting to the health of the ecosystem and the diverse wildlife population in the reserve. Pillar 3 Now, deep dive into the third pillar: Climate 1/2 Fight Climate change with Sephora Another pillar of LIFE 360, the LVMH environmental roadmap, is about Climate. Let's meet Katarzyna Wizniewska, Corporate Social Responsibility Director at Sephora, who talks about Sephora's concrete commitments and initiatives on that topic. Climate 2/2 Bvlgari's commitment to protect our planet. All LVMH Maisons contribute to making improvements regarding climate and biodiversity changes through their specific action plans for the years to come. But what to expect from a Maison like Bvlgari? What are its strategy and main pillars to fight for our planet? At Bvlgari, creativity also means thinking for the community We are a team of architects, engineers, visual, event, creative people with a strong commitment to achieving high sustainability standards through creativity, innovation, and research. We had great teachers in the past, such as Bruno Munari (Italian artist 1907-1988) or Gio Ponti (Italian artist 1891-1979), who taught us that a designer doesn’t work just for himself, to follow his own idea, a special shape or only the functionality of the object. A designer works for the community, considers ethical and social impacts, and today more than ever, also includes social responsibility and environmental impacts. This has always been part of our DNA and now we are reinforcing it, with a clearer strategy and an integrated vision among all the departments. We work mainly around 3 pillars: circular economy, eco-design and “give it back.” Circular economy: a challenge accepted by creative minds At Bvlgari, we do not believe that creativity needs a white paper to be free to express itself. We trust that the limits and constraints can be a further challenge. This is the approach we take when designing our external animation vitrines, where we keep the same window structures, and we animate the seasonal launches only with new fabric lining and finishing. It is a great achievement in terms of saving materials, as there is a seasonal roll out worldwide 3 times a year. Always new but also always the same. Our Visual Merchandising team’s favorite motto? Reuse, Reinvent, Recycle! We focus on producing products that can be used and reused. Our objects should have many lives until they are recycled. The same approach is followed for pop ups and our high jewelry events: the furniture set up delivered to markets is designed and produced to be modular and itinerant. Year after year, diUerent events with diUerent moods are adapted with the same furniture, to make sure we create a unique experience for our customers, always taking into account the environment in our strategy. Our best example is our huge stand in Basel, Switzerland. After being installed and dismantled 7 times, this year we finally had to dispose of the stand. With a careful recycling process, we have been able to reuse more than 166 tons of various metals. Eco-design: a sustainable approach for Bvlgari stores worldwide As the second pillar of Bvlgari’s sustainable strategy, eco-design guides the main choices for the design concept of our stores. All woods are FSC certified [1], paints are water-based, and metals born from galvanization are moving to an eco-production process, through mechanical joints that may allow dismantling and recycling of the materials. A great eUort has also been made for lighting: all stores are fully equipped with LEDs, with a concept focused on lighting only the product, with a dimming system that optimises the quantity of light needed, and with sensors and timers that further contribute to energy management. For the future, shipping materials across the world is clearly a non-sense. We studied the impact of our delivery in our store in New York's 5th Avenue. For that construction finishing delivery, we were able to save over 1.000.000 kg of CO2 emitted, 74% of the total emissions, as we managed mainly boat delivery. “Give it back”: the future of creativity always marketing's best friend. The Bee Respect experience proves the contrary and responds to this need for concrete and precise information to the deep questions on environmental footprint and climate change. How does the naturalness strategy fit into the LVMH Group's zero carbon objective for 2028? We are fortunate to have this powerful backbone of the unique connection to nature, this history linked to biodiversity and natural ingredients. We must not forget that Guerlain is also the inventor of synthesis in perfumery. The product must also respond to an essential alliance between its functionality and sensoriality. The equation must be subtle and respond to an ecosystem. This alliance will never be one hundred percent natural. Sustainable innovation is like a healthy mind in a healthy body. At Guerlain, the spirit is the formula and the healthy body is the packaging. Here too, we are completely transparent. Ahead of each new product development, our Marketing, Development and Sustainable Development teams work together to set ambitious yet realistic goals according to the 3 following indicators: • The Environmental Performance Index (EPI) is a grade out of 20 which determines whether the rules of eco-design are being well implemented. This grade is calculated using a software developed by LVMH for use by all Maisons. As a reporting tool, it measures what eco-design progress is being achieved by the Maison as well as throughout the Group more globally. For each new development we broadly aim for a minimum grade and each re-launch of an already existing product will be re-launched with an improved grade better than its predecessor. • CO2: With each new development we commit to producing less CO2 than its predecessor. This indicator corresponds to the equivalent CO2 created by the product packaging and transportation in the world. • Finally, we follow the 3 Rs: Reduce, Reuse, Recycle, in this precise order. We endeavor to develop products that integrate all three Rs. From an environmental standpoint, the highest performing products are therefore those with a grade higher than 12 and a significantly reduced CO2 impact compared to the product it replaces, while also meeting three R objectives (Reduced packaging, using Recycled materials and designed to encourage Recycling.) Does the lasting transparency of Bee Respect strengthen the brand's position in its market segment? I am convinced that sustainability meets performance. I would even say that today it is beyond that, we are condemned if we do not meet these requirements for transparency and traceability and, in essence, the expectations of our consumers. Both certification and traceability are the guarantee of a virtuous circle in our way of sourcing the wonders of nature at the heart of all our creations for nearly 200 years. It is to protect them and to be able to pass them on that we are committed to the quality of the cultivation and the traceability of our sustainable natural ingredients: whether it is orchid, honey but also neroli, ylang, rose, etc. We audit them on both the environmental and social aspects, aiming for continuous improvement. Luxury would not exist without biodiversity and this is a very upstream approach, at the sourcing stage, that improves the quality of our products. In a more societal angle we connected the dots between bees and society with our latest program developed with UNESCO: “Women for Bees”, designed to train women beekeepers in UNESCO Biosphere Reserves all over the world. Surely, we will rely on the Bee Respect platform to update and visualise all the places we install beekeepers and beehives! “Both certification and traceability are the guarantee of a virtuous circle in our way of sourcing the wonders of nature” The floor is yours... Take 30 minutes to think about what could be done at each stage of a product's life cycle in order to be more environmentally friendly. Before ending this chapter, we would like you to think of one of luxury brands' key challenges: creating products in harmony with nature. You saw that LVMH has been increasingly involved in Creative Circularity and, as part of the LIFE 360 program, the Group intends to apply Eco-design principles to all its new products by 2030. We recommend you to choose one or two diVerent products for this exercise (a perfume, a bottle of Champagne, a watch, a bag, a sweatshirt…). Relying on examples from your personal experience, on what you have learnt previously in the module, or by searching on the internet, think of concrete ideas about implementing eco-design principles in a product. This grid may help you. Go further: Regenerative Luxury Design in the context of a planetary emergency Professor Carole Collet, Director of Maison/0, the Central Saint Martins LVMH creative platform for regenerative Luxury, discusses design strategies that address some of our critical ecological challenges. She discusses going beyond the idea of sustainability, and transitioning to a regenerative practice that helps replenish our climate, our biodiversity and our communities. Go further: Regenerative Luxury Design in the context of a planetary emergency Professor Carole Collet, Director of Maison/0, the Central Saint Martins LVMH creative platform for regenerative Luxury, discusses design strategies that address some of our critical ecological challenges. She discusses going beyond the idea of sustainability, and transitioning to a regenerative practice that helps replenish our climate, our biodiversity and our communities. LVMH and its impact on society We are committed to making excellence a lever for social and professional inclusion. LVMH & Social Responsibility LVMH believes its heritage and Maisons’ success are anchored in their respect for society and communities. At LVMH, we are driven by a strong sense of responsibility towards society. As a leading group, at LVMH we have the responsibility to stay in touch with the world around us because we are driven by the belief that people – whether those employed by the Group or those with whom it works – make the diVerence. Our social responsibility is rooted in the fundamental principle of respect for people and their individuality. We believe our heritage, as well as the success of our Maisons, is anchored in our respect for society and communities. Our long-term commitments yield tangible benefits for society. LVMH views social responsibility as not simply an obligation, but an imperative and a source of competitiveness. Together, we are committed to making excellence a lever for social and professional inclusion in solidarity with our host regions and communities as we strive to cascade the positive social impact of our activities. The four pillars of social responsibility are as follows: 1. Respecting the uniqueness of our employees: we endeavour to build an inclusive organization that celebrates what makes each employee and each candidate special. 2. Passing on and developing savoir-faire: the preservation of artisan crafts and design is a fundamental concern, as it guarantees excellence for our Maisons and safeguards our reputation throughout the world. 3. Supporting our employees by improving their safety and well-being: employee well-being requires action in all areas directly and indirectly related to health and safety. 4. Empowering local communities: As a leading company in the global economy, at LVMH we feel a strong sense of responsibility towards the regions in which we operate. Over the next chapters, we will have a specific focus on Diversity & Inclusion and Preserving Savoir-Faire. Diversity & Inclusion 1/3 Preserving these métiers and their traditions is essential to the enduring success of LVMH. The skills of our artisans guarantee the excellence that goes into crafting our products and experiences. This savoir-faire constitutes a unique, intangible heritage that lies at the heart of our appeal and aura around the world. This can be professions such as formulation technician, winegrower, seamstress, leather craftsman or Client advisor. We call these exceptional skills the “LVMH Métiers d’Excellence” that encompass more than 280 professions, that have a very promising future, in which people can grow, pursue fulfilling careers and explore new territories. It aims to create a virtuous circle of initiatives that unites all LVMH Maisons and all generations around the essential goal of passing on savoir-faire. Overview of the 5 Métiers d’Excellence initiatives in detail: 1- Excellent!, a program to build awareness to new generations and awaken vocations in France, Italy, Spain and USA. The LVMH Maisons, through their Human Resources teams and experts, thus engage students in middle schools by leading practical workshops and show that these métiers oUer wonderful career opportunities. 2- The You & ME tour is a vocational guidance and recruiting fair dedicated to the LVMH Group’s array of specialized métiers. This event occurs every year in France and Italy in various cities. It aims to provide professional opportunities to all types of audiences to let them discover and try diUerent Métiers d’Excellence. 3- The Métiers d’Excellence Institute is the first vocational training program in the luxury industry with a work-study format, committed to protect and pass on to new generations or people seeking reskilling opportunities the unique heritage of savoir-faire and craftmanship skills that make the success of each Maison in the Group. The Métiers d’Excellence Institute currently oUers diUerent courses in Creative, Craft, and Client Experience professions in France, Switzerland, Italy, Spain, Japan, Germany and USA. In each training track, students take both technical and theoretical courses at recognised partner schools and universities, combined with on-the-job experience at LVMH Maisons through paid apprenticeship or professional training programs. The Métiers d’Excellence Institute oUers unique Master Classes to their students (discovery, métier, cross-disciplinary, culture) to discover the Maisons and exchange views with experts in the field. In this podcast, Frederic Bodenes, Artistic and Image Director at Le Bon Marché, and Emilie Labarussias, newly promoted Première Main Qualifiée at Atelier Christian Dior Haute Couture Flou, share their experience holding a Masterclass and taking part in the Métiers d’Excellence Institute program, respectively. 4- The Métiers d’Excellence Academy is the LVMH Group’s career-long learning organization through in-house academies and schools at our Maisons which pass on and develop employee skills in Métiers d’Excellence. 5- The virtuosos, a community of people whose exceptional savoir-faire are practiced at LVMH Maisons around the world. They endorse this status as a recognition of their expertise and emblematic career path within the Group. This recognition enables them to take part in Métiers d’Excellence multidisciplinary trainings and activities but also to pass and promote their profession, transmit their savoir-faire, develop themselves, and gain visibility by becoming an ambassador of their profession and Maison. Deep dive into a sustainable and social Maison strategy Focus on TiVany & Co. By now, you have learned more about the various environmental and social commitments within the Group and diUerent Maisons. But in practice, all the Group's Maisons are taking action on environmental and social issues at the same time. Learn from Mary Bellai, Chief Human Resources OVicer at TiVany & Co, about TiUany & Co.'s two distinct initiatives: The TiVany & Co. Foundation, focused on preserving the environment, and TiVany Atrium, focused on Diversity, Equity, Inclusion & Belonging. LVMH & Art Our commitment to culture & creativity As the world's leading luxury group, LVMH has a role to play to create exceptional products and share artists’ outstanding works, celebrate culture and oQer it to the world, inspire dreams, stir up emotions and raise awareness among all people. Supporting art and heritage From the beginning of its history, LVMH has demonstrated a unique commitment to philanthropy. The Group and its Maisons support community-oriented initiatives in France and around the world, promoting and maximizing access to art, cultural heritage, fashion and arts education. LVMH is a major supporter of initiatives aimed at preserving France’s historic heritage. Thanks to LVMH’s exclusive support, Boating Party – painted by Gustave Caillebotte between 1877 and 1878 – has been added to the Musée d’Orsay’s permanent collection. The painting – a major work of the artist and of the Impressionist movement as a whole – was recognized as a National Treasure by France’s Ministry of Culture in 2020. Its acquisition enriches the Musée d’Orsay’s collection of Impressionist paintings with a masterpiece without equal in France’s public collections. Fondation Louis Vuitton : A haven for art and culture Since it was opened in 2014, the Fondation Louis Vuitton has become one of the world’s leading institutions on the international arts scene. In nine years, it has already welcomed nearly 11 million visitors, reflecting its immense success with French and international museum-goers. The Fondation Louis Vuitton’s core missions are supporting artists and building dialogue between key figures in modern art, leading lights of the international contemporary art scene and a wide audience, especially young people. Two flagship exhibitions were held in 2023: Basquiat x Warhol: Painting Four Hands, from April 5 to August 28, and Mark Rothko, starting October 18.