STYLE TIDINGS: Clash of the Titans

Hermès Boutique Paris

Louis Vuitton Moet Hennessy, the powerhouse conglomerate lead by French tycoon (practically an oligarch) Bernard Arnault, has continuously been legally challenged by its rival Hermès over the past year.  Beginning with a suit filed almost a year ago in September of 2012, Hermès stipulates that LVMH conducted insider trading and price manipulation in their purchase of Hermès shares in 2010.

LVMH currently owns 22.6% of the notoriously privately held Hermès, and it seems that Arnault desires to scoop up as much of the storied Parisian luxury-goods maker as possible.  The Dumas, Puech and Guerrand families who control 70% of the Hermès shares had filed in the previous year to move their shares into a private holding company to protect from LVMH.

Just last month LVMH was fined 8 million euros by the French Autorité des Marchés Financiers (the name translates to Financial Markets Authority), the regulation committee in place within France.  According to Reuters, "The AMF's enforcement committee condemned the 'unusual' way LVMH had amassed its shares, buying equity swaps with a number of banks so as to avoid disclosure requirements and using foreign subsidiaries that were not listed as consolidated units until its 2010 annual report."

Bernard Arnault, Chairman & CEO of LVMH

 Is this the last we will hear from rival LVMH? - Probably not.  Controlling several of the top names in fashion including Louis Vuitton, Kenzo, Givenchy, Fendi and Céline (an abbreviated list), Arsenault has no reason not to continue his assault on Hermès ownership.  With the famed Birkin and Kelly bags at record sales levels and the expanding market in China, Hermès share price has increased 40 euros year to date.

Personally this author is rooting for Hermès.  Clearly the underdog on this one, Hermès remains pure of  LVMH's prostitution most notably displayed by their name-sake, Louis Vuitton.  LV (and Gucci for that matter) has increased its accessibility by opening up to more markets in the last few years. As a direct result, Louis Vuitton's exclusivity has sharply plummeted and as a result so has the Parisian trunk maker's image, which is now often and easily seen on the soccer mom's of America.. (ironically contributing to the soaring popularity of Céline handbags). Staying clear of Arnault's ownership has assisted Hermès in maintaining its brand and all that it encompasses (regardless of any Kardashian interferences while doing so).

The Classic H Belt Buckle

Tell us how you feel about the LVMH scandal in the comments! Do you feel LV is passé yet? What's your favourite luxury designer brand?

Click here to shop Hermès: Hermes.com

Click here to shop Louis Vuitton:  Louisvuitton.com