Document De Référence 1999 LVMH

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Document De Référence 1999 LVMH LVMH/99 exe 18/04/2000 11/05/00 15:11 Page Ca CRÉATIVE LA PASSION RAPPORT ANNUEL 1999 LVMH/99 exe 18/04/2000 11/05/00 15:11 Page Cb 2 Message des dirigeants 6 Les métiers du Groupe 8 Chiffres clés 12 Faits marquants 14 Gouvernement d’entreprise 16 Organes de Direction et de Contrôle 17 Relations avec les actionnaires 18 LVMH en Bourse 20 Bâtir des marques mondiales 22 Préparer le futur 26 Ressources humaines Evolution des groupes d’activités : 28 Vins & Spiritueux 40 Mode & Maroquinerie 48 Parfums & Cosmétiques 56 Montres & Joaillerie 60 Distribution sélective 67 Autres activités 68 Principaux chiffres consolidés 70 Rapport du Conseil d’Administration sur la gestion du Groupe 75 Comptes 1999 LVMH/99 exe 18/04/2000 11/05/00 15:11 Page 1 Un univers cohérent d’hommes et de femmes passionnés par leur métier, animés du désir d’innover et d’entreprendre. Un ensemble unique de marques au fort pouvoir d’évocation et de grands noms emblématiques de l’histoire du luxe. Une alliance naturelle entre des métiers proches de l’art, où dominent la création, la virtuosité, la qualité. Une remarquable réussite économique : près de 40 000 collaborateurs dans le monde, le premier volume d’affaires dans le secteur des produits de luxe, le premier rang mondial du champagne et du cognac, le troisième des parfums et cosmétiques haut de gamme, une position de leader dans la distribution sélective. Une vision mondiale qui n’exclut jamais une approche attentive de chaque clientèle. Le mariage réussi de cultures tournées vers la tradition et l’élégance avec les techniques les plus avancées de marketing, d’organisation industrielle et de management. Un cocktail singulier de talent, d’audace et de rigueur dans la recherche de l’excellence. Une entreprise unique en son genre. Deux mots résument notre philosophie : passion créative. LVMH/99 exe 18/04/2000 11/05/00 15:11 Page 2 CROISSANCE RECORD ET REMARQUABLES PERSPECTIVES l y a un an de cela, nous commen- Tout au long de I cions à sentir les effets de l’accélé- l’année 1999, ration de la croissance. Confiants dans la notre croissance force du Groupe et dans le travail entre- pris pour établir les bases d’un développe- s’est accélérée et ment solide et profitable, nous anticipions LVMH a encore amélioré une augmentation rapide de nos activités. sa rentabilité Cette évolution s’est manifestée dans au cours de l’exercice. tous nos métiers et sur tous nos marchés, au-delà même de nos prévisions initiales. Tout au long de l’année 1999, notre crois- sance s’est accélérée. LVMH a atteint un Bernard Arnault Président record de ventes en décembre et a encore amélioré sa rentabilité au cours de l’exer- cice. Conformément à Les performances réalisées ont été saluées en Bourse, valorisant fortement notre objectif, l’investissement de nos actionnaires : LVMH progresse LVMH a l’une des meilleures performances plus vite que du CAC 40 en 1999. ses concurrents. UNE STRATÉGIE FONDÉE SUR UNE FORTE CROISSANCE INTERNE Myron Ullman L’innovation, Directeur Général La stratégie mise en œuvre, privilégiant la croissance interne, prouve son efficacité : le développement conformément à notre objectif, nous pro- de nos réseaux de gressons plus vite que nos concurrents. distribution et les Les gains de productivité réalisés dans nos différents métiers amé- investissements liorent notre compétitivité et les efforts de maîtrise des coûts permet- tent d’investir plus fortement dans les éléments moteurs de nos affaires, consacrés à la tout en préservant un haut niveau de rentabilité. communication L’innovation est le premier axe stratégique : les produits lancés sont nos principaux depuis deux ans ont représenté plus de 29 % du chiffre d’affaires des vecteurs de croissance. 2 LVMH - RAPPORT ANNUEL 1999 LVMH/99 exe 18/04/2000 11/05/00 15:11 Page 3 Parfums et Cosmétiques en 1999 ; la part des produits nouveaux est Nous continuons proche de 15 % dans le secteur de la Maroquinerie ; elle a plus que dou- à mettre en place blé en deux ans dans les Vins et Spiritueux. des relais de croissance Le développement de nos réseaux de distribution est aussi un impor- à moyen terme. tant vecteur de croissance : en 1999, nous avons renforcé la distribution des Vins et Spiritueux et nous avons ouvert, hors acquisitions réalisées par Sephora en Italie, 129 nouveaux magasins à travers le monde. Les efforts consentis pour la communication de nos marques et la pro- motion de nos produits contribuent aussi à l’accroissement de nos parts de marché : nous leur avons consacré près de 12 % du chiffre d’affaires réalisé en 1999. L’extension de la couverture géographique du Groupe, et notamment le renforcement sur ses marchés stratégiques, se poursuit résolument. Les Face à de nombreuses Etats-Unis font l’objet d’efforts particuliers : nos marques y bénéficient opportunités, nous d’un fort potentiel et doivent y développer leur présence. Nous avons sommes très sélectifs pour objectif de réaliser un tiers des ventes du Groupe sur ce marché d’ici dans les opérations de cinq ans. Notre chiffre d’affaires aux Etats-Unis a connu une croissance croissance externe. de 28 % en 1999 et les investissements engagés ces derniers mois, notam- ment pour Sephora, accentueront ce développement à moyen terme. Les ventes ont également progressé de 25 % au Japon et de 23 % en Europe. Créativité et esprit d’entreprise étant deux valeurs clés du Groupe, nous continuons à mettre en place des relais de croissance à moyen terme : le nouveau concept de magasin Sephora “jeune” actuellement testé en France, les vins haut de gamme lancés par Chandon Estates sur diffé- rents marchés mondiaux sont deux exemples de ces développements. Avec un cinquième métier, LVMH U N NOUVEAU MÉTIER AU SEIN DE LVMH est aujourd’hui L’année 1999 a également été marquée par une forte dynamique de présent dans tous croissance externe. Face à de nombreuses opportunités, nous avons été les secteurs du luxe très sélectifs dans les opérations réalisées, en choisissant des affaires et renforce porteuses de croissance à moyen terme. considérablement Le principal événement est l’entrée de LVMH dans un nouveau métier, celui des Montres et de la Joaillerie. La constitution de ce groupe d’acti- son leadership. 3 LVMH/99 exe 18/04/2000 11/05/00 15:11 Page 4 vités fait suite à l’acquisition de TAG Heuer, Ebel, Chaumet et Zénith Grâce aux contacts au cours du second semestre. Elle démontre notre volonté de jouer un privilégiés qu’il rôle majeur dans ce secteur, l’un des plus dynamiques au sein de l’uni- entretient avec la vers des produits de luxe. Nous y avons déjà acquis d’importantes posi- tions : le troisième rang mondial, un ensemble cohérent de marques à clientèle des produits forte notoriété, un savoir-faire exceptionnel et un outil industriel per- haut de gamme, formant. Avec ce cinquième métier, LVMH est aujourd’hui présent dans LVMH est idéalement tous les secteurs du luxe et renforce considérablement son leadership. placé pour développer des activités de distribution sélective UN PORTEFEUILLE DE MARQUES RENFORCÉ sur Internet dans d’excellentes conditions Nous avons complété notre portefeuille de marques dans les Vins et économiques. Spiritueux avec l’arrivée de Krug et Château d’Yquem, deux marques de grande valeur, reconnues mondialement. Nous avons constitué, aux Etats-Unis, un pôle cosmétique regrou- pant quatre jeunes entreprises en forte croissance : Bliss, Hard Candy, BeneFit et Urban Decay. Leur développement sera accéléré grâce au soutien du Groupe. Elles représentent un relais de croissance pour LVMH, dans le cadre de ses objectifs aux Etats-Unis, ainsi qu’une vitrine sur les tendances de demain. Nous avons également acquis Make Up For Ever, une marque française à vocation internationale, spécialisée dans le maquillage professionnel, qui nous ouvre un nouveau segment de marché. Dans le cadre d’une alliance stratégique, nous nous sommes associés au groupe Prada et à la famille Fendi pour développer Fendi, l’une des plus belles marques de mode et maroquinerie en Italie. Ce partenariat renforce notre présence dans ce pays et ouvre à Fendi de remarquables Pour amplifier la perspectives de développement. création de valeur Enfin, dans le cadre de la stratégie visant à élargir la base de clien- pour nos actionnaires, tèle du groupe Distribution sélective, LVMH a acquis en janvier 2000 nous voulons doubler la société américaine Miami Cruiseline Services, leader mondial de la le résultat opérationnel vente hors taxes de produits de luxe sur les bateaux de croisière, un sec- teur en fort développement, parfaitement complémentaire des activités du Groupe dans les de DFS. cinq ans qui viennent. 4 LVMH - RAPPORT ANNUEL 1999 LVMH/99 exe 18/04/2000 11/05/00 15:12 Page 5 LVMH DEVIENT UN ACTEUR MAJEUR DE LA NOUVELLE ÉCONOMIE Grâce aux contacts privilégiés qu’il entretient avec la clientèle des produits haut de gamme, notre Groupe est idéalement placé pour déve- lopper des activités de distribution sélective sur Internet dans d’excel- lentes conditions économiques. LVMH a donc entrepris de devenir un acteur majeur de la nouvelle économie. Le lancement du site sephora.com aux Etats-Unis est la pre- mière manifestation de cette volonté, conforme à notre vocation de pré- curseur ; d’autres initiatives verront le jour prochainement, en particu- lier le lancement du portail commercial e.luxury. D’EXCELLENTES PERSPECTIVES LVMH aborde l’avenir en excellente position. La croissance écono- mique mondiale devrait continuer à dynamiser le marché de nos pro- duits. Notre Groupe est leader mondial du luxe, nos parts du marché mondial augmentent dans tous nos métiers et nos objectifs sont ambi- tieux.
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