LVMH to Follow Suit in New Craftsmanship Trend in Paris
LVMH plans to follow the new craftsmanship trend many other luxury companies are pursuing.
It’s no secret that recent demands for luxury fashion have catapulted brands worldwide to forgo their own luxury…time. Status and exclusivity were not the only vital conditions for purchasing luxury items. The guaranteed long-term investment for certain luxury items propagated the mindset, “It will last a lifetime, it will never go out of style, and it’s a classic.”
Dr. Martina Olbert, The Meaning Expert and founder of Meaning.Global shared with Forbes, “We want to use things of high quality with longevity, aesthetics and personal meaning that help us express who we are and complement our authentic selves.” At one point, this was the case.
However, it seems fashion houses applied advanced marketing strategies to attract more consumers. They were leading these brands to bite off far more than they could chew. “The need is dire. At the end of 2022, 20,000 artisan-led jobs were left unfilled in France, according to estimates from Comité Colbert, a consortium of luxury brands; the organization’s president and CEO Bénédicte Épinay said the number is likely higher,” explained Business of Fashion. The post-pandemic market saw an influx of consumers participating in the luxury mania. Kering’s brand, Bottega Veneta, is one of the first to solve the overwhelming demand by opening its own school for craftsmanship.
As the demand for luxury continues to grow exponentially, the lack of human resources to balance the market drove many fashion houses to seek an alternative means of production. For fashion houses today, mass production of their designs allows consumers access to luxury fashion without the issue of waitlists or limited stock.
Lately, however, there’ve been rumors of “quality issues” amongst luxury fashion brands. Uneven stitching, faulty hardware, popped seams, crooked flaps on purses, etc. “To make clothes with detailed embroidery all over or lots of detailing is going to cost more in time and materials. For consumers, the clothes were never quite as beautiful as imagined,” stated New Thinking.
The goal for LVMH is to encourage oncoming scholars to pursue a craft and potentially become one of the many types of artisans luxury brands now lack. “Spanning 21,500 square feet, the location on Rue Bayard will be open to the public as well as provide a physical home for LVMH’s Institut des Métiers d’Excellence,” stated Women’s Wear Daily. “The vocational training program aimed at promoting, enhancing and ensuring the transmission of know-how in partnership with leading schools.”
LVMH plans to locate its craftsmanship building near some of the most distinguished boutiques in the heart of Paris. The innovative fashion group hopes to complete the highly anticipated project in 2025.
