The Art of Slowing Down

117: LVMH’s Soft Goods Problem — And Why Goyard Gets It Right

In a recent expert interview, I spoke with a veteran luxury executive whose resume spans leadership roles at Celine, Barneys, Nordstrom, and most recently, Goyard. The conversation underscored what many industry insiders are beginning to whisper more publicly: LVMH may be losing its grip on true luxury in the soft goods space.

With an expanding store footprint, inconsistent in-store experiences, and product offerings that increasingly favor hype over heritage, LVMH’s strategy feels more mass than maison. Meanwhile, quieter competitors like Goyard and Hermès are pulling ahead—not just in sales, but in prestige and customer trust.

This transcript is part of a growing series of expert calls typically reserved for institutional investors who pay 1.200€ /hr. Paid subscribers gain access to full interviews like this one each month.