LVMH and Amazon

I saw this article on BoF.com which commented on the the recent comments of LVMH that it refuses to partner with Amazon for fear of it "not fitting" with the LVMH brand or the brand's which LVMH sell. While Amazon now stocks a lot of affordable luxury brands like Kate Spade and Calvin Klein, I agree that the identity of the brand would not be in fitting with the heritage-concerned and luxury fashion house-orientated nature of the LVMH business model. 

Having begun to study the identity of Coach in my Marketing module while considering its failings and successes as an affordable-luxury brand, it has become clear that the public perception of a brand is vital to its success among competitors. Coach's integration with outlet and discount stores led to a distinct, detrimental reduction in the desirability of the brand which could have been repeated with LVMH and Amazon, had they agreed to partner. The idea of luxury and heritage combined with public perception and desirability is something that interests me greatly and I may wish to develop further as the year progresses.

• Reuters, Business of Fashion. (2016). LVMH Says No Way Will it Do Business with Amazon. Retrieved from https://www.businessoffashion.com/articles/news-analysis/lvmh-says-no-way-will-do-business-with-amazon.
• WGSN (2016) gift_giving_an_advent_calendar_LV [Instagram Screenshot]. Retrieved from http://www.wgsn.com