How Big Can Luxury Brands Get?

Around the time LVMH and PPR (now Kering) were locking horns over acquisition target Gucci, word on the street was that the maximum turnover a luxury brand could achieve before becoming overexposed and losing its lustre was $2 billion. Since then, that number has been far surpassed by luxury’s biggest names, including Chanel, Louis Vuitton, Hermès and Gucci itself. Last month, Kering announced a medium-term annual sales target of €15 billion for Gucci, almost 50 percent more than its already substantial sales base.

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