Retail Luxury Brands Company Mission Statements and Corporate Values

Vision of World's Largest Luxury Retail Brands Loftier and Larger Than Money

What are Luxury Retail Brands Like Louis Vuitton Company/Corporate Mission Statements?
© Barbara Farfan

Since the largest luxury retail brands in the world like Chanel, Louis Vuitton, Tiffany's, Coach, and Swarovski have the richest and most famous people in the world as their target market, it would seem logical to assume that the corporate mission statements that drive these luxury retail companies would be focused on some aspect of money or wealth. Surprisingly, though, the revenue and profit-related aspect of these luxury retail businesses are not the primary mission that drives decisions of employees at all levels of these luxury retail businesses.

Their missions are larger and much loftier than money.  

Rather profit and fortune is a natural result of focusing on corporate values that revolve around exclusivity, premium quality, uniqueness, and an experience that is unmatched, unprecedented, and unmistakable. The company mission statements and corporate values of iconic luxury retail brands are much less about logic than they are about emotion, which is true for the customers of these luxury retail companies as well.

The mission, vision, and values statement of each luxury retail brand in the world defines their brand, their customer experience, the internal company culture, and the values which guide daily decisions and business practices. Each mission, vision and values statement of each luxury retail brand is as unique as the exclusive luxury products and services they provide.

Click the links below to view the mission, vision, and values of each luxury retail brand (arranged alphabetically below).

Audi & Lamborghini Mission Statement - Audi, one of the fastest-growing premium automobile brands, and Lamborghini, one of the most exclusive automobile brands in the world, are both owned by Volkswagen, and both brands have a mission statement that is general and simple. 

BMW Mission Statement - Reading the BMW Group mission statement, it's easy to understand why the BMW Group is clearly associated with premium products, premium prices, and premium experiences.


SEE ALSO: All Automobile Retailers Mission Statements - Volkswagen, Honda, Mazda, etc.

Chanel Mission Statement - Staying true to the distinction between its past and its founder, Coco Chanel, the Chanel company mission statement maintains the legacy of the Chanel brand while successfully moving it into the future. 

Coach Mission Statement - The mission statement of Coach retail stores seems obvious, mundane, and much less inspiring than the Coach retail offerings.  But it’s the Coach Values that really define the uniqueness of the Coach brand.

Free People Mission Statement - Considered a luxury retail brand by some and "just" a premium retail brand by others, Free People is definitely an elevated brand which doesn't view itself as being an apparel retailer, but rather a "lifestyle merchandisers.  And the company mission statement is in alignment with that, focusing on passion, purpose, people, and creating an emotional connection, and not at all on selling clothes.

RELATED:  Apparel Store Mission Statements  - Victoria’s Secret, Nordstrom, Zara, UNIQLO, etc.

Louis Vuitton Mission Statement - The mission statement of parent company LVMH is also the mission statement of the 60+ luxury products, companies, brands and retailers that it owns, and is the common thread that connects all of the companies that it acquires.

Mercedes-Benz Mission Statement - The mission statement of this luxury carmaker takes the form of six values that they refer to as "What Drives Us," which fulfill the intention behind a formal corporate mission statement. 

Swarovski Mission Statement - The mission statement of the Swarovski company and Swarovski retail stores is as simple and elegant as the company’s crystals themselves.  But Swarovski also provides its employees with guiding principles in the form of official corporate values which define how the Swarovski elegance translates into the customer experience and employee workplace.

SEE ALSO: Specialty Retailers Mission Statements - L.L. Bean, Nike, PetSmart, etc.

Tiffany & Co. Mission Statement - The official company mission statement of Tiffany’s is not much different from the mission statement that any fine jewelry manufacturer and retailer would be expected to have.

 Beyond that basic mission statement, Tiffany defines itself with its social and environmental responsibility mission as well.