LVMH marketing spend exceeds pre-pandemic levels

Cinzia Petio

An overview of LVMH's marketing spend between 2012 and 2021.

LVMH's marketing and selling spend has exceeded pre-pandemic levels, according to the company's latest reports.

The luxury group spent €22.3bn in marketing and selling, a 32.8% increase from 2020 and 10.4% above their pre-pandemic level of marketing investment in 2019.

However, marketing spend as a share of revenue has fallen to a recent low, at 34.7%. This is down 2.9 percentage points (pp) from 2020 and down 1.1pp from 2012.

This shows that LVMH's revenue is growing faster than its marketing spend. Fashion & leather goods, in particular, stand out as the fastest-growing business group, with sales being 42% above...

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