Considering the emergency, luxury brands Dior, Givenchy, and Louis Vuitton have converted their perfume facilities to manufacturing units of hand sanitizers.
The luxury brands conglomerate LVMH recently announced that in the grave situation of a pandemic taking over at a global level, it will be manufacturing hand sanitizers through 3 of its perfume manufacturing units. These converted units were the center of creating fragrances for Dior, Givenchy, and Guerlain brands.
In the official press release LVMH stated that by the end of the first week of production, LVMH expects to have made 12 tons of hydroalcoholic gel. The products are said to be given to French authorities at no charge and also to the largest hospital system in Europe.
The company also stated, "LVMH will continue to honor this commitment for as long as necessary, in connection with the French health authorities".
The French luxury brands conglomerate LVMH is home to brands like Louis Vuitton, Christian Dior, Givenchy, and Rihanna’s Fenty. It also owns well-celebrated brands like champagne maker Moet & Chandon, watchmaker Tag Heuer, and jeweler Bulgari.
As the world comes together to fight the coronavirus, the fashion industry is also doing its best. The luxury goods maker said they want to help tackle a nationwide shortage of anti-viral products across France. France till now has seen almost 175 deaths from the coronavirus. It has shut down all its restaurants, cafes, and non-essential stores to fight the spread of coronavirus.
Government across the world has called out on manufacturers to help make health emergency products that are running low during the outbreak of coronavirus.
LVMH has taken a good initiative and is also accomplishing several things with this move. It is responding to a shortage of hand sanitizers, but apart from this, it is also positioning itself to its consumers and employees as doing what is in the public interest. All these factors make the company more purposeful and less commercial.
The most appreciable thing about their initiative is how quickly they are doing it and their wise understanding of what luxury brands means right now. It is a perfect example of why they continue to be a boss in luxury brands segment.
More than 1,98,726 people have been infected with the coronavirus, and the death toll has crossed 7,989. Most of the cases are from China, and more than 82,770 people have recovered from the deadly virus recently.
The world is coming together to fight the outbreak of coronavirus, and different industries are coming up with several new ways to fight this critical situation.
The fashion industry is taking a lot of initiatives like luxury brands such as Prada announced that the company would be funding two new ICUs in three of Milan’s hospitals – Sacco, San Raffaele, and Vittore Buzzi.
On the other hand, Versace's Donatella Versace and daughter Allegra Versace Beck Elite have donated $200,000 that is around INR 1.4 crore to help recover from coronavirus cases.