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LVMH’s Luxury Slowdown Masks an Intensifying Push to Protect Brand Power

LVMH’s Luxury Slowdown Masks an Intensifying Push to Protect Brand Power Jan/29/2026

LVMH’s latest earnings update unsettled markets, with shares sliding sharply after the group posted modest holiday-quarter growth and a contraction in its core fashion and leather goods division, reinforcing investor caution toward the luxury sector. Yet beneath the market jitters, the company continues to double down on one of its most durable advantages: intellectual property. As EU authorities recently reaffirmed the exceptional reputation and broad legal protection of Louis Vuitton’s iconic "LV" mark, LVMH has also maintained a steady pace of brand expansion and defense. The following table, detailing trademark applications filed worldwide by LVMH in December 2025, underscores this strategy, revealing sustained global activity even as demand softens in the short term. The contrast is instructive. While sales growth remains uneven and guidance elusive ahead of key shopping periods such as China’s Lunar New Year, LVMH’s systematic investment in trademarks signals long-term confidence in its maisons and their ability to command value well beyond any single quarter’s results.

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