Dior’s "reset" propels LVMH toward growth in 2026

After a challenging two-year period marked by aggressive price hikes and a creative plateau, Dior is ready to reclaim the spotlight. New Creative Director Jonathan Anderson has provided the brand with a fresh impetus, leading HSBC analysts to forecast a full-scale recovery—with sales projected to grow by 10% in 2026, reports WWD.

According to HSBC, while the Fashion and Leather Goods division accounts for only 47% of LVMH's total revenue, it generates a staggering 72% of its EBIT (earnings before interest and taxes). Consequently, Dior and Louis Vuitton remain the primary engines capable of influencing the group’s overall success and stock performance.

Dior’s New Strategic Course

"We are confident that Dior is already beginning to show results and will progressively accelerate growth throughout the year," notes Erwan Rambourg, HSBC’s Global Head of Consumer & Retail Equity Research.

The strategy includes a shift toward more "accessible" price points within the Toujours, Groove, and D-Motion handbag collections. Accessories now start as low as €200, such as the Dioramour Mitzah scarf. A separate report from J.P. Morgan confirms that 43% of the Spring 2026 women’s collection is priced under €1,000, spanning jewelry and small leather goods. Rambourg predicts a surge in foot traffic, stating, "With Jonathan Anderson at the helm, there is far more upside for Dior than risk."

Louis Vuitton: Stability and Heritage

Louis Vuitton, the group’s flagship powerhouse, is expected to grow at a more measured pace than Dior in 2026. The house is currently shifting its focus away from purely "aspirational" marketing toward the "art of travel," heritage icons, and sophisticated media campaigns. Analysts believe LV could reach €30 billion in sales, though structural constraints may moderate its growth rate.

Other LVMH Brand Outlooks

HSBC also maintains a positive outlook on several other portfolio brands:

• Fendi: Expected to gain momentum in the second half of 2026 with the arrival of Maria Grazia Chiuri.

• Celine: Projected to strengthen its commercial approach under new designer Michael Rider.

• Rimowa: Remains one of LVMH’s fastest-growing labels, with a turnover nearing €1 billion.

• Loewe and Loro Piana: Continue to perform strongly within their respective niches.

Overall, HSBC forecasts 4.6% organic growth for LVMH in 2026 and maintains a "Buy" recommendation on the group’s shares.