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Louis Vuitton turns to pop-ups

Louis Vuitton is betting on pop-ups in off-beat spots as one way to keep shoppers hooked.

Louis Vuitton, which sells handbags at some of the world’s swankiest locations, is a part of French luxury group LVMH and drives the bulk of sales and profits at LVMH. Clothing only represents around five per cent of the brand’s sales, with three quarters of revenues coming from high-margin handbags and luggage. With revenues of over ten billion euros, Louis Vuitton is the world’s biggest luxury brand by sales. In a bid to stay ahead, Vuitton has also invested in new designers, betting on Virgil Abloh, a DJ and founder of high-end street wear label Off-White, to help jazz up its men’s clothing lines.

Luxury brands are experimenting with ways to attract younger shoppers, who are increasingly propelling sales growth in a sector that has long been notoriously rigid in its approach, and slow to move into selling online, for instance. At the lower end of the fashion scale, high street labels like H&M are grappling with shifting shopping habits, often taking a different tack, such as sprucing up cluttered stores with a more luxurious feel.

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