LVMH's digital drive yet to show gains despite top Apple hire

Paris

WHEN LVMH hired former Apple music executive Ian Rogers to craft a digital strategy, investors may have hoped for some quick results. If so, they are probably disappointed.

Almost a year later, aside from drafting in more digitally-savvy people and taking part in a technology startup fair, his impact on the world's biggest luxury goods group has yet to become visible.

Changing mentalities and priorities at LVMH takes time, according to sources close to the 78 billion euro (S$119 billion) group controlled by France's richest man, Bernard Arnault.

LVMH's online strategy appears inconsistent across its more than 70 businesses and brands. Some l…