Louis Vuitton's pivot during COVID-19 highlights the value of their flexible management approach

April 10, 2020 | Case Study

A lot of companies have stepped up or been ordered to help with the medical personal protective equipment and disinfectant shortage during the current global pandemic. Chemical companies like Dow, Ineos, and Solvay are some of the companies that are producing hand sanitizers. Many fashion brands have also committed to helping the medical supplies industry – from Zara's owner Inditex and H&M producing hospital gowns and masks for patients and medical workers alike to L'Oréal also contributing to help meet the hand sanitizer shortage. Elsewhere, brands have made sizable donations to try and support efforts to combat the spread of the virus. However, Louis Vuitton (LVMH) was the first fashion company to start producing disinfectant gel at its French facilities that usually produce perfume and cosmetics for brands including Guerlain, Christian Dior, and Givenchy. LVMH's project came together 72 hours after the French government issued a call to industry on March 13 to help fill gaps for key medical supplies.