In marketing, what is LVMH's stance on exclusivity?

LVMH embraces exclusivity as a key component of its marketing strategy. This approach significantly enhances desirability and perceived value of its brands and products. By limiting availability, LVMH creates a sense of rarity and uniqueness, which in turn elevates customer interest and demand. The luxury market, where LVMH operates, often thrives on the concept that fewer items available drive higher prestige and an aspirational allure.

Consumers often associate exclusivity with higher quality and status, leading to a willingness to invest in luxury goods. This perception is essential for maintaining the brand's elite status and allows LVMH to command premium pricing. Therefore, exclusivity is not viewed as an obstacle but rather as a powerful marketing tool that sustains and enhances the appeal of its prestigious brands.