Tackling every angle: LVMH Moët Hennessy Louis Vuitton’s multi-pronged approach helped it stand out from other Olympic sponsors in terms of media visibility, but most fashion companies were featured primarily for their designs on sports uniforms.
That’s one of the main findings of a report by London-based media analytics and insights company Cometrik, which analyzed more than 1,300 English-language articles about fashion and the Olympics from the past three months.
As a result, LVMH has seen additional attention with athlete sponsorships, a range of Olympic merchandise, outfitting celebrities at the opening and closing ceremonies, and pop-up stores and events featuring its wines and cognacs.
Louis Vuitton ambassador Leon Marchand will carry the Olympic torch at the closing ceremony.
Getty Images
Reflecting the initial rankings for share of voice during the Olympics, which ended on Aug. 11, Cometrik’s survey placed LVMH ahead of Ralph Lauren, Nike, Adidas and Lululemon.
Commetric also analyzed around 6,000 Olympic-related posts on X (formerly Twitter) and found mostly praise for LVMH’s various initiatives: 43% of posts discussed the medal trays made by Louis Vuitton, 32% the Dior outfits for Lady Gaga, Celine Dion and Isolde, 25% the Chaumet medals incorporating metallic elements of the Eiffel Tower, 22% the outfits tailored by Berluti for the French team, 18% Sephora’s torch relay and 13% the Moët & Chandon pop-up restaurant in Paris.
Chaumet’s 2024 Paris Olympic medals were kept in a Louis Vuitton trunk.
AFP via Getty Images
LVMH’s deep involvement in the popular Olympics went against the luxury industry’s usual obsession with exclusivity, which is seen as a “central pillar of its reputation”, according to Cometrik.
In contrast, users of X viewed LVMH’s presence as having the greatest impact on their reputation for innovative design and superior quality.
Additionally, there was dissatisfaction with the excessive commercialisation of the Olympics, skepticism about LVMH’s sustainability claims and lamentations about “a lack of real commitment to the values of sport”, Commetrik noted.
But overall, “LVMH has done a good job of repositioning itself to a new mass audience by signing on as a premium partner for the Paris 2024 Olympic and Paralympic Games,” the study said.
