Analýza strategie koncernu LVMH na trhu vysoké módy v době pandemie Covid 19

The luxury goods market has grown steadily over the last few years, but the pandemic of Covid-19 caused logistical and distributional constraints. On the other hand, it has significantly accelerated the inevitable digitization processes. The aim of this work was to show, on the example of the LVMH group's strategy, how crises and the global paradigm changes could be not only a threat for companies, but also a source of new opportunities. Through qualitative research in the form of semi-structured interviews with experts, it turned out that despite the difficulties in the initial phase of the pandemic, the management of the LVMH group was able to develop a strategy that not only minimized the negative consequences but also increased the company's prosperity. The final recommendations of the thesis provide a summary of current trends, opportunities, and possibilities of their use in the high fashion market.