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LVMH’s Marc Jacobs Discount Sale

After months of blustery denial, a strategic leak suggests that LVMH is indeed looking to off-load Marc Jacobs—a generationally iconic brand with a still-active founder that no longer fits the paradigm of modern superscale luxury. The only surprise is the price.

Marc Jacobs
The Marc Jacobs situation is unusually sensitive. Jacobs, after all, is an active and well-regarded designer, and his collections are still revered by the fashion industry. Photo: Dimitrios Kambouris/Getty Images for Marc Jacobs
Lauren Sherman
July 28, 2025

During LVMH’s quarterly earnings call on Thursday, group C.F.O. Cécile Cabanis answered some difficult questions from analysts regarding the conglomerate’s unexpectedly treacherous first half. One line of inquiry focused on whether the world’s biggest luxury group would resort to discounting its products if things got worse. “We’re not Coca-Cola,” Cabanis said. “We refuse to do that with cheap bags.”