Music Executive Ian Roger was brought in to LVMH from Apple to craft a digital strategy, although his impact has yet to be visible. The group is controlled by France’s richest man, Bernard Arnault, and it’s argued changing mentalities and priorities at LVMH takes time! The group owns more than 70 brands, however there appears to be no consistency in the group online strategy, with Louis Vuitton and Fendi making great strides, and Celine showing no sign of jumping on the digital bandwagon! Online sales have become the industry’s most important engine of growth. It’s predicted internet transactions will represent 20% of all luxury sales in a decade, up from 7-8% now. LVMH’s total online sales are currently estimated at less than 5%!