Sylvie Moreau

In the past 12 months, the team made China the number 1 market globally for Chloé's Atelier des Fleurs franchise and turned Chloé Beauty into one of the top 3 fastest growing brand online, in a challenging market.   How do you sustain and scale such performance ?   We started by owning Qixi (Chinese Valentine’s day) with a ‘Chloé en Rose’ flash store concept and the takeover of Shanghai’s most iconic flower shops. From August 14th to 19th, the flash store delivered : - 3,000+ consumers booked and visited - A Tmall (brand building !) livestreaming inside the pop-up becoming the #1 Tmall livestream in the period - A full consumer journey with the flower shops that made Chloé the go-to gifting choice for Qixi The business impact: - Sellout +25% for July–Aug on the total brand - New members recruitment +183% - 50M+ impressions, EMV $1.8M   By blending cultural relevance and breaking the silos between offline and online, Chloé Beauty turned a pop-up into a performance powerhouse.   #LuxuryMarketing #BrandActivation #Ecommerce #ChinaMarket #RetailInnovation #DigitalMarketing #ChloeEnRose #Tmall #KOLMarketing #Fragrance

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LVMH‘s Growth Strategy Is Reaching Its Limits The Group Risks Trading Legacy for Virality Luxury isn’t just about craftsmanship anymore. It’s about culture. And LVMH, long the most culturally fluent conglomerate in the industry, is beginning to lose its grip. In its race to dominate every segment of the luxury market, the group is veering toward overexposure, creative dilution and a dangerous dependence on visibility over vision. Pharrell’s appointment at Louis Vuitton was headline-grabbing, but it also reflected a shift in creative priorities. Internally, concern is growing across LVMH maisons: Are we trading depth for dopamine? The rapid turnover of creative directors, particularly at GIVENCHY and KENZO Mode, exposes a short-termist mindset. Even at Christian Dior Couture, where Maria Grazia Chiuri delivers commercial wins, the product pipeline has become saturated with logo-heavy iterations. At what point does the brand’s mystique erode? The Tiffany & Co. rebrand post-acquisition is another revealing case. The “Not Your Mother’s Tiffany” campaign, Basquiat overlays and Gen Z influencer pushes delivered buzz, but also backlash. Longtime clientele felt alienated. Internal stakeholders now concede: “We went too fast. We lost our footing.” Succession planning presents another structural risk. With all five Arnault children in key roles, the company has created a dynasty, but not necessarily a future-facing creative vision. The lack of a clear successor with artistic or cultural authority leaves a strategic vacuum. Geographically, the reliance on Chinese and Southeast Asian markets also demands recalibration. Post-pandemic Gen Z consumers in Asia increasingly favor authenticity, local storytelling and brand substance over European prestige. LVMH’s global rollout of boutiques and capsule drops risks feeling tone-deaf in markets that now crave differentiation. The group still delivers strong financials. But underneath the surface, a pattern is emerging: short-term marketing spikes replacing long-term equity building. Luxury doesn’t scale like mass fashion. Cultural leadership can’t be bought, it must be earned, and re-earned. If LVMH wants to maintain its relevance in the next decade, it must slow down, re-invest in creative depth and protect the very brand DNA it has so brilliantly monetized. Because when everything becomes a moment, nothing becomes a legacy.

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🚀 AI Adoption in E-commerce: Lessons from Havaianas 🎥 Now available on demand – Watch the full recording! AI isn’t the future of e-commerce. It’s the present. In this expert-led session, Cindy Shepard (D2C Director, Havaianas North America) shares how her team is actually using AI to reduce returns, boost conversion, and increase AOV—without rebuilding their tech stack. 🔍 What you’ll learn from the recording: ✅ How Havaianas prepared their data and content to make AI work ✅ The real impact of AI on conversion (+54%) and AOV (+23%) ✅ How to cut through AI hype and evaluate tools that deliver ✅ Ways to secure AI budget—even when leadership is skeptical ✅ Why experimentation beats perfection when adopting AI Cindy is joined by AI expert Jo Lambadjieva (Amazing Wave) and our CEO François Silvain (NewEcom.AI) in this practical deep dive. 💡 Whether you're just getting started with AI or already experimenting, this conversation offers a blueprint for real-world impact. 👉 Watch the replay now: https://lnkd.in/eNh347aa #AIinEcommerce #EcommerceStrategy #RetailInnovation #DigitalTransformation #NewEcomAI #Havaianas #AOV #ConversionRate #Returns #DTC #RetailTech #AIstrategy Frederic Levy Frederic Lasnier Cyril Reinhard Dan Deusan Alexandre Vallin @shopify Sylvere Azoulai Radu Buta Diane Bekhor David Golub Nancy Wang Mark Chaskelson Cindy Shepherd Havaianas NA&C - an Alpargatas Brand Joanna Lambadjieva Æthos Faizan Ayyub NewEcom.ai

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How I would fix the frustration of Hermès resale & counterfeit 👨🏼‍🔧 In a recent article, CEO Axel Dumas explicitly said that the luxury brand sees the 'secondhand frenzy' as a 'threat' to serve 'real customers'. ❌ Unlike Gucci or Balenciaga, Hermès has NO appetite to legitimize resale. 🔐 Absolute control is most important. So here's what I'd do: ___________________ 1️⃣ Integrate → We'd take craftsmanship one step further and modernize it by sewing an NFC chip elegantly into each new product. 2️⃣ Apply → Potential customers apply through their blockchain-based, encrypted, Maison Profile. This profile includes verified past purchases, event attendance, service history... = a loyalty fingerpint. 3️⃣ Vet → Hermès discreetly vets applicants based on purchase history, loyalty and behaviour (frequency, resale activity, social graph). 4️⃣ Issue → Once approved, the bag's embedded NFC chip is linked to the customer's blockchain-based profile. 5️⃣ Unlock → The user unlocks the Digital Passport when they tap the NFC (only accessible from their verified account, linked with the item they now own). The passport shows the date of production, artisan name/code, leather origin, personal milestones, service options & exclusive content (including private event invitations). 6️⃣ Monitor → Any resale requires re-registration of the bag. When a reseller taps the NFC, Hermès knows the bag changed hands. ↳ 🔴 If resale occurs within a minimum holding period (e.g. 5 years), penalties can apply to the profile like loss of priority access or blacklisting. ↳ 🟢 If service & resale is done via approved channels, the customer retains/grows their status. This is all programmed via smart contracts. 7️⃣ Track → The blockchain profile + NFC system allows Hermès to track every resale event globally. Which markets are reselling most, at what prices, ... It allows for early detection of flippers vs loyal customers and offers absolute market control. They can flood or dry up inventory strategically. ✨ Bonus points: Link the Maison Profile with luxury perks like concierge services at the best malls, airport lounge access across the world, etc. and you've created the ultimate "luxury lifestyle passport". What do you think? Should Hermès roll this out soon? 💬

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Isabel Marant needs fresh funds Isabel Marant, one of France’s most important fashion labels, needs to find new financial backers, as lower sales and profits have dented its ability to repay €265 million worth of bonds maturing in early 2028. The brand needs to strike a deal with bondholders or get a cash injection of €150 million from a new investor if it wants to avoid having to file for bankruptcy protection, financial analysts predict. Read more: https://lnkd.in/e9sszThH Montefiore Investment

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