In the sparkling world of luxury brands, IP is undoubtedly the crown jewel that makes luxury, well, luxurious. But how do the big players, like LVMH Moët Hennessy Louis Vuitton, commonly known as LVMH, protect these prized assets, especially when the world is going digital faster than you can say “super fake”?

Our latest paper, IP Management in the Luxury Sector: Insights from LVMH’s Approach, offers a behind-the-scenes look at how the top luxury conglomerate stays ahead in this high-stakes game.

Why Should You Care?

You might wonder: why does LVMH’s IP strategy matter to me?

Whether you’re in luxury or not, the way LVMH handles its intellectual property holds lessons for anyone who values their brand. In the luxury business, a brand is often worth more than anything tangible—it’s their most prized possession. LVMH’s approach to IP management shows how to ride the waves of digital transformation without getting swept away. Let’s face it, in today’s world, keeping a luxury brand exclusive while navigating the online space is no easy feat. But LVMH does it, and you can learn from their balancing act between tradition and tech.

Now, about counterfeiting—if you’ve ever come across a “super fake,” you know just how good they’ve become. LVMH’s IP team has been dealing with this head-on. They’ve figured out how to stay ahead of increasingly sophisticated counterfeiters, which is something every business with a valuable brand should pay attention to.

One more thing: running a multi-brand empire is not as simple as putting everything under one roof. LVMH’s secret is that while they centralize a lot of their resources, each brand under their umbrella keeps its own creative independence. They manage to give their brands room to breathe while maintaining control over what really matters, mastering the so-called “decentralized paradox”. It’s the best of both worlds. The key here is that they’re not afraid to let their brands flex their creative muscles, but they also know when to step in with the right kind of support. For any company juggling multiple brands, this is a lesson in keeping the balance without losing control.

Finally, if you want to learn how to tailor your IP strategy to different global markets, LVMH’s playbook is a curious read. They’ve cracked the code on how to succeed in places like China, where the rules (and the risks) are completely different.

In other words, it’s not just about learning how the big players do it—it’s about getting a valuable and proven toolkit that helps you protect and grow your own brand in our ever-changing world.

Download our full paper and unlock the secrets of IP management from the luxury giant.

About the author

Maria Boicova-Wynants is an experienced IP lawyer and IP strategy consultant. She runs her own IP law and strategy consultancy practice, bringing two decades of international experience to her clients. Maria is a Latvian Patent and Trademark Attorney, a European Trademark and Design Attorney, and a European Mediator in civil and commercial cross-border disputes. Her main areas of expertise include IP strategy, contractual relations, and alternative dispute resolution. She is also a recognised mediator and art law expert, listed with the Court of Arbitration for Art (The Hague) and the WIPO ADR Centre. Maria holds an MBA from Vlerick Business School (Belgium) and an LL.M. (MIPLM) from CEIPI/University of Strasbourg.