The owner of Louis Vuitton and Christian Dior firmly believed in the possibility of setting up companies that would only operate on the web: for example, he wanted to launch an online bank; The project was called Thebank. Luxury has put a lot of resistance to appropriating the multiple possibilities of the internet during the following decade. This period is over. In 2016, all the big names in luxury realized that the digital space was not only unavoidable, but also, in the short term, the preferred tool for the promotion and distribution of their products. Now, LVMH intends to make full use of digital technology and has the means to do so. The world’s No. 1 luxury group hired Ian Rogers last year at Apple. His position: Digital Director. That is to say that its functions are to explore the new opportunities of the group in the digital field. Well established at LVMH, Ian Rogers sees himself as an “executive producer” whose role is to allow the creatives to concretize their projects. The new Chief Digital Officer considers that luxury and digital are perfectly compatible. At the Viva Technology event held at the Porte de Versailles at the beginning of the summer, LVMH presented on its stand some forty startups in a wide range of fields, such as a connected wine bottle, 3D printing To make jewelry or paper catalog connected. “Digital has to be a part of the life of these houses as the mobile is part of ours, including as consumers,” says the young chief of digital at LVMH at the JDD. ” No recipes therefore, but a certainty, it is necessary to invest the digital space knowing that the reputation is played over the duration. According to the study conducted by the Customer Insight Research Center of the University of St. Gallen on the mandate of the association Leading Swiss Agencies, “Digital communication is the one that will increase the most”. Over the next two years, mobile marketing is expected to become more important.