LVMH 2021 . I n t e r v i e w w i t h t h e G r o u p M a n a g i n g D i r e c t o r

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closer, more lasting customer relationships in each local market. It s a virtuous circle. While our Maisons and prod- ucts will keep taking a global approach, we will also keep paying attention to the different customer bases and cultural specificities of each region. Another key trend that s here to stay is digital, which is how most of our customers stay informed, share and shop. That s not about to change, even with the return of the in-store experience. To leverage this trend, our brands must be able to cohesively express their unique values and their creative identity across a range of customer touchpoints, both physical and digital. Another increasingly important focus is the role of good corporate citizenship. In a complex, fragmented world, our responsibility has never been greater. And the same can be said of our power to make a difference: by making our manufacturing processes more and more sustainable, rising to meet younger generations aspirations for find- ing meaning in their work, and reducing inequality and prejudice that belong in the past. Lastly, our organization must be open to change in order to adapt to fundamental shifts in the world around us and prepare for the future. That means bringing in new skills, empowering local teams, breaking down silos, flexibly navigating in-person and virtual interactions, and more. Not to mention the key priority of passing on our Mai- sons creative legacy and excellent craftsmanship to the next generation. Through initiatives like the Institut des Métiers d Excellence and Artisans 4.0, we re doing more

than just preserving our exceptional skills: we re readying them for the future.

What s the Group s mindset going into 2022?

Confident and determined, because we know we can count on our people. Our energy remains focused on the appeal of all of our Maisons, with many highlights ahead, including inspiring innovations at Louis Vuitton and the reopening of Christian Dior s historic flagship at 30 avenue Montaigne in Paris and Tiffany s on Fifth Avenue in New York. We will of course remain vigilant. Given the current geo- political crisis and ongoing pandemic-related disruptions, we will maintain our flexible, rigorous management approach. One of our priorities will be relaunching our activities most exposed to the travel industry, which will only see a very gradual recovery: our customers are eager to get back out and explore the world, but substantial restrictions remain in place. One thing is certain: we re going to engage more closely than ever before with our partners to support them and work side by side. From our own workshops to our sup- pliers, our exceptional craftspeople and the world s most innovative startups, we are part of a vast ecosystem, and this interconnectedness and dialogue are key to sparking new ideas and enhancing quality and efficiency. That s what our Maisons success and our Group s performance will always be built on.

Louis Vuitton, Towards a Dream, Greece.