How Lanvin could rebuild desirability : A Global Marketing Case Study

If I Were Part of Lanvin’s Global Commercialization Team

Global Marketing Case Study – Lanvin’s Path to Luxury Growth

Following a reported decline in revenue, Lanvin has appointed Barbara Werschine as Chief Executive Officer to lead a major transformation of the house.
Having held leadership positions at Hermès, Céline, Louis Vuitton and Eric Bompard, her mission will be to drive Lanvin’s global strategy and restore desirability across key luxury markets.

(Source: WWD)

As a fashion marketing professional, I found this announcement particularly interesting because it raises a broader question: how does a luxury house regain desirability after a period of decline?And If I were sitting at Lanvin’s strategy table, here is where I would begin.

Before making any new decisions

If I were sitting at the commercialization table alongside this new leadership team, my first priority would not be launching a new campaign.
Here is my train of thoughts for this global marketing case study; My first priority would be understanding exactly what happened. First I’d analyze what worked and what didn’t. Then I would conduct a luxury market review . I would suggest a return to the brand DNA , and then rebuild desire through Cultural authority.

Step One: Analyze What Worked and What Didn’t

Before making strategic decisions, I would request a complete performance review across all regions and channels. I would examine:

• E-commerce sales performance
• Retail store performance
• Product category performance
• Customer acquisition costs
• Social media engagement
• Email marketing performance
• Customer retention rates
• Geographic sales distribution

The objective would be simple:
Identify what is generating value and what is destroying value.

I think a transformation strategy should never be based on assumptions. It should be based on evidence. And collecting cross functional datas is the most efficient way to engage it.

Step Two: Conduct a Deep Luxury Market Review

Once the internal diagnosis is complete, I would launch a new market study.
And This research would combine:

• Current luxury market trends
• Competitive analysis
• Digital customer surveys
• Client interviews
• Boutique customer feedback
• Customer experience insights

You will notice that Luxury customers evolved and it is not categorized on demographics or even revenue . Today we segment based on beliefs and personal aspirational goals . People wants to crack the code of wealth and fake it until they make it . And acquiring luxury goods takes them closer to their goals. So in Marketing we need to Understand how consumers currently perceive Lanvin . It would be essential before redefining the brand’s future.

Step Three: Return to the Brand’s DNA and Strong History

For Lanvin, that means reconnecting with its heritage. Because , one of the biggest mistakes luxury brands can make during a transformation is deluting what made them iconic in the first place .

Founded in 1889 by Jeanne Lanvin, the house is the oldest French couture house still in operation today. Its identity was built around:

Parisian elegance , Exceptional craftsmanship , Art Deco influences , The relationship between Jeanne Lanvin and her daughter Marguerite , and The iconic Lanvin Blue.

Just as Chanel continuously returns to its iconic symbols, its history in Deauville, the tweed jacket and the 2.55 handbag, Lanvin should ensure that innovation remains connected to its heritage.

Step Four: Rebuild Desirability Through Cultural Authority

Luxury is not obviously visible like mass market. I define Luxury as aspirational.

While influencers can generate reach and engagement, luxury houses have historically built prestige through cultural figures who embody longevity and influence.

If I were advising Lanvin, I would focus part of the brand narrative on high-profile cultural personalities, particularly actors and artists whose image aligns with the values of the house.

Luxury consumers are attracted by symbolism, belonging and cultural relevance.

Final Thoughts on Global Marketing Case study

If I were advising Lanvin today, my role would not begin with advertising. It would begin with understanding what is working , what is failing.And how customers perceive the brand.

And most importantly, understanding which elements of Lanvin’s heritage still have the power to inspire modern luxury consumers.

A Deeper Approach

If I were leading this marketing transformation for Lanvin, I would invest significantly in rebuilding and aligning the brand’s digital communication ecosystem.

A United Message

A luxury brand’s vision cannot live only within the marketing department. It must be clearly understood and consistently communicated across every department, market, partner and stakeholder.

Brand messages should never be communicated once, in one place, and then forgotten. Consistency creates recognition, and recognition creates desirability.

Control the narrative of the fashion brand

The brand itself must remain the primary narrator of its story.

One simple exercise illustrates this challenge. When I search for Chanel online, the brand identity appears immediately clear and cohesive. The visual codes, heritage, storytelling and positioning are instantly recognizable.

When I perform the same exercise with Lanvin, the brand narrative feels less defined.
This does not necessarily mean the brand lacks heritage or value. On the contrary, Lanvin possesses one of the richest histories in French fashion. However, the communication of that heritage appears less visible and less consistent across digital touchpoints.

I would therefore pay particular attention to the images, stories and messages distributed to the press and media partners. While media coverage remains essential, luxury houses should not allow external voices to define their identity.

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