The resilience of luxury goods companies: An analysis of LVMH and Kering's share prices during the COVID-19 pandemic

Abstract

This research investigates the impact of the COVID-19 pandemic on the share prices of luxury goods companies LVMH and KERING. The study focuses on the period from January 2020 to December 2021 and employs a quantitative approach, utilizing primary and secondary data from financial databases and news sources. The study finds that despite the significant disruption caused by the pandemic, the share prices of LVMH and KERING have risen considerably during the pandemic period. This is attributed to several factors, including the resilience of the luxury goods market, the shift towards online sales, and the successful adaptation strategies implemented by the two companies. The study also reveals that LVMH and KERING have outperformed other luxury goods companies during the pandemic period. These findings have significant implications for investors, policymakers, and other stakeholders in the luxury goods industry. The study suggests that LVMH and KERING's successful response to the pandemic has helped them maintain their market position and suggests that other companies in the sector could benefit from similar strategies.