Who is the man behind LVMH Moët Hennessy Louis Vuitton’s digital sales boom?
Ian Rogers was appointed the new chief digital officer in 2015, and in 2017, total revenue across multiple platforms went from 5 per cent a year earlier to about a third
This article was originally written by Ruonan Zheng and was published on Jing Daily.
When Ian Rogers was appointed the new chief digital officer at LVMH Moët Hennessy Louis Vuitton in October 2015, it was big news to both the technology world and luxury brands.
Naysayers raised the question: “Why jump from technology to an industry that is considered a digital dinosaur?”
And how could someone with no experience in luxury lead the way?
But Rogers’ appointment has had a major impact on the fashion titan, and in 2017, digital sales accounted for about a third of LVMH’s total revenue across multiple platforms, a big leap from the less than 5 percent in 2016 that analysts estimated.
Rogers was tasked with introducing a new digital thinking into the DNA of LVMH, a group that values craftsmanship, in-person connections, and customer service – all nuances that were believed to be impossible to deliver through a screen.
We ask him about reinventing the biggest luxury group in the world ranked by sales and about the huge role China is playing in the luxury industry… and more.
What has the luxury industry missed about the mobile experience?
