LVMH Group's ad spend worldwide 2008-2022

The French luxury goods conglomerate LVMH Group, primarily known for its fashion house Louis Vuitton, spent around 9.5 billion euros in advertising and promotion costs worldwide in 2022. The value corresponded to around 12 percent of LMVH revenue that year. In 2022, the company’s investment in advertising reached an all-time high and more than doubled compared to 2020, when the pandemic strongly hit the luxury market.

Louis Vuitton: the world’s most valuable luxury brand

The LVMH Group operates globally and manages over 70 luxury brands. Its main fashion house Louis Vuitton sells high-end leather bags and shoes, watches, jewelry, and ready-to-wear fashion – all products with the eponymous LV initials – and ranks among the world’s 10 most valuable brands. Among high-end labels, Louis Vuitton owns, by far, the leading position as the most valuable luxury brand worldwide, at nearly 125 billion U.S. dollars in 2022. LVMH’s other labels, such as Dior and Tiffany & Co, also appear among the leading luxury brands by brand value.

Luxury advertising: from print to digital

When it comes to advertising, high-end labels are known for making high investments in print media, especially magazines. For instance, the LVMH Group was one of the leading magazine advertisers in the United States in 2021. By not reaching broad audiences, the medium may help luxury brands replicate their perception of exclusivity. However, staying away from online channels is an ineffective marketing strategy in a digitally driven world, and advertisers seem to be aware of that. In the third quarter of 2021, leading fashion luxury brands invested roughly 400 million dollars in social media marketing in the U.S.