LVMH's Antoine Arnault Takes Up Group Image as Heirs Flex Muscle

By putting his son Antoine in charge of image and communication, Bernard Arnault is sending a powerful message: LVMH, the world’s largest luxury goods maker, needs to make room in its executive ranks for the owner’s family. Arnault sent a memo to employees on June 1 announcing Antoine’s new responsibilities, a copy of which was seen by Bloomberg News. In it, he stresses the importance of the role, saying his son will be in charge of managing the “growing attention’’ in the company from the media and public, and pointing to social media as an area of particular focus.