LVMH redefines craftsmanship to include retail sales associates

French luxury group LVMH has made a notable strategic shift in its definition of craftsmanship during the ‘Virtuoses 2025’ ceremony. At the event, held on Wednesday, November 19 2025, the concept of craftsmanship was broadened. While the focus was previously on production and couture ateliers, the luxury group now also positions sales roles and the customer experience as an essential form of craftsmanship.

For this edition, LVMH selected 73 employees from eight countries, representing 44 different houses. The selection was made from a talent pool of 110,000 employees across 280 professional groups. The chosen individuals received the title ‘Virtuoses 2025’ and were awarded a brooch designed by Victoire de Castellane of Dior Joaillerie as a symbol of their achievement.

Sales as a form of craftsmanship

The most notable development during the ceremony was the explicit recognition of sales associates. Under LVMH's new vision, a ‘virtuoso’ is no longer limited to someone who creates with their hands but also encompasses those who deliver a high level of personal service.

“Craftsmanship is not just about what you make with your hands. Sales teams convey emotion,” explained Bastien, who is responsible for private salons and personal shopping at the French department store Le Bon Marché. “Customers come for an experience; otherwise, they could just as easily order online. This is why LVMH considers sales roles, and specifically the physical interaction with customers, as a craft.”

Antoine Arnault, a member of the LVMH board of directors, emphasised the importance of this human element during the ceremony. According to Arnault, it is the soul and passion in the execution that transforms a simple purchase into an exceptional experience. He stated that the luxury group's vitality is directly attributable to these talents.

Strategic importance in a challenging market

The re-evaluation of commercial sales roles comes at a time when economic conditions are more challenging. According to Arnault, these ‘métiers d’excellence’ are more strategic than ever in the current climate.

“Today, with the economic situation being somewhat more difficult, we realise all the more how strategic these professions are,” said Arnault. “They are the living engine of our group. In a turbulent market, they can make the difference, widen the gap with our competitors, and attract new customers through the excellence of their work.”

The ceremony underscores that for LVMH, the art of selling is equivalent to the creation of the product itself. The emotional connection with the customer is central to its strategy for the coming years.