Does The New JD & LV Pact Signal A Luxury Shift?

Luxury brands can no longer map their future without partnerships with e-commerce giants.
At first glance, Louis Vuitton and make an unlikely pair. Louis Vuitton is the epitome of glamour, French mystique, and elegance. And as a luxury leader, it represents an elitist and very exclusive worldview. By contrast, JD is an equalizer and the embodiment of mass culture. Yet, these strange bedfellows are redefining the meaning of luxury in China, and their latest partnership proves that the industry is ready for a major overhaul.