Based on worldwide sales, the top three luxury goods companies in Europe are LVMH Moët Hennessy Louis Vuitton SE (France), Compagnie Financière Richemont SA (Switzerland) and Kering SA (France). LVHM is responsible for many of the most well-known luxury brands across a range of product categories, including Luis Vuitton, Christian Dior, Givenchy, Marc Jacobs and Moët & Chandon. As such, the company’s sales clearly exceed Richemont and Kering, reaching 46 billion euros in 2018, around 8.7 billion euros of which was made in Europe. In comparison, sales of the Richemont Group amounted to around 13.9 billion in the 2019 financial year, with just over a quarter of this generated in Europe. Meanwhile, Luxottica produced sales of approximately nine billion in 2018, with Europe accounting for a share of 21 percent.
Studies on luxury purchasing behavior in France and the United Kingdom (UK) have shown that a large proportion of consumers still prefer to purchase their luxury items in-store, rather than online. According to French consumers, being able to see and touch the product, avoiding the risk of counterfeits and the lack of contact with vendors online are some of the main reasons why this is the case. Across Europe, there is also a growing trend for customizing luxury items, which is most popular in Italy, France and Russia, with 23 percent of consumers interested, compared to 15 percent in Germany and 13 percent in the UK.