Fashion Friday: LVMH, Rihanna, and the The New Era of Luxury

As luxury brands struggle to stay relevant, many of these brands are now recognizing how important millennial consumers are. Young, affluent consumers are taking cues from casual street wear, demand newness, and expect brands to reflect their ideals. Rihanna's Fenty Maison marks a number of firsts for LVMH specifically, including LVMH's first original brand created by a woman. Partnering with Rihanna was a particularly smart move for the company, as she champions inclusivity in everything she does. The new brand is a natural step in the evolution of the new era of luxury.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.