LVMH has lost more than $167 billion in market value in 2026, according to Reuters, as weakness in China weighs on the luxury group. The downturn reflects not only softer demand but also changing consumer preferences, with Chinese shoppers becoming more selective about luxury purchases.
For Louis Vuitton, which ranked as the world's most valuable luxury brand in Kantar's 2025 BrandZ ranking, that shift could be especially significant. The evidence points to greater selectivity rather than a wholesale retreat from luxury, with consumers increasingly weighing perceived value, craftsmanship and cultural relevance.
