What The Latest Moves From LVMH, Moncler, and Marc Jacobs Reveal About Staying Smart In Shaky Times
There’s a temptation, when markets wobble, for brands to pull back—tighten budgets, delay big moves, and hope to wait out the storm. But the savviest players know that long-term success isn’t about slamming on the brakes; it’s about steering differently.
LVMH’s latest report showed a 15% dip in profit for the first half of 2025, with fashion and leather goods down 9% in Q2. Not insignificant numbers. Yet even amid those headwinds, they’re making bold plays—pushing Dior’s creative reset with Jonathan Anderson, opening audacious retail flagships, and preparing new category launches. It’s a reminder: when you’re the biggest ship in the fleet, you still have to keep moving.
Moncler, for its part, saw flat sales for the first half of 2025 compared to 2024—but they turned that plateau into an opportunity to invest, upping their marketing spend to 9.6% of revenue, up from 8% last year. It’s a signal that when others might cut, they’re choosing to build, betting on stronger customer connection and long-term momentum.
And then there’s the industry buzz: LVMH is reportedly exploring a sale of Marc Jacobs for about $1 billion. It’s not panic—it’s pruning. Sometimes the boldest strategy isn’t adding more, but letting go of what no longer fits, creating room for sharper focus elsewhere.
The through line? Whether it’s recalibration, reinvestment, or release, the healthiest brands aren’t frozen by uncertainty—they’re making moves.
As we all navigate this climate, take a page from their playbook: double down where it counts, cut loose what’s holding you back, and keep telling a story that’s worth listening to.
There’s always room to adjust course—but there’s never progress in standing still.
Warm Regards,
Kenneth Richard
Chief Impressionist
