LVMH Moët Hennessy Louis Vuitton SE (OTC: LVMUY), the parent company of Louis Vuitton, has quietly posted a "PR Executive" opening on its official recruitment channels, with the job description explicitly requiring the candidate to proactively pitch stories to media outlets to ensure consistent brand exposure and awareness. The role also includes managing public opinion crises and drafting relevant statements. When questioned about the sudden hiring spree for public relations in China, LV's official customer service stated: "There is no relevant information at this time."

This year alone, LV has launched a dense wave of trademark litigation in China, first suing new-style tea brand Molly Tea for infringement, while also dragging numerous obscure small shops and vendors into legal disputes. According to a public poll, 55.5% of netizens expressed aversion to LV's aggressive rights enforcement tactics. Simultaneously, LV is executing a "mass withdrawal" from its physical retail footprint, having closed three key stores in Southwest China within just six months. Industry insiders note that consumer sentiment toward LV has become notably confrontational, and this PR recruitment drive is seen as an attempt to mend fences with the general public through relationship building and enhanced brand perception.

As of now, LVMH Group's share price has tumbled 31.11% from its yearly high of €766.90 to a low of €528.34, reflecting deep investor concerns about the brand's future trajectory.

Where the sudden PR hiring push begins

LV recently published the "PR Executive" position on its official account "LVMH Group," openly recruiting candidates from the public. This expansion is widely interpreted externally as the brand's response to the public backlash triggered by its concentrated rights defense campaigns. The position is based in Shanghai and requires 1-2 years of brand or PR experience, along with a deep understanding of LV's core philosophy, high-end fashion culture, and current trends in women's wear. LV particularly emphasizes that candidates must pay close attention to detail and demonstrate a high degree of accuracy and thoroughness.

In the job responsibilities section, LV requires the candidate to oversee and manage media shooting schedules. Additionally, they must draft and distribute press releases, proactively secure media coverage, and maintain the continuity and visibility of brand exposure. Beyond routine publicity, LV also outlines crisis management duties, stating the candidate must act as a key liaison for crisis mitigation and management, develop and implement emergency plans, and draft relevant statements. Further inquiries reveal that the "PR Executive" role does not specify compensation, and applicants must fill in basic information and upload their resumes. When asked about the sudden PR hiring in China, LV's official customer service replied: "There is no relevant information at this time."

Cheng Weixiong, a footwear and fashion industry brand strategy expert and founder of Shanghai Liangming Brand Management Co., Ltd., commented: "LV's frequent rights enforcement may stem from a perception that its position in China's luxury market is under threat. Consumer resistance toward LV is palpable, which certainly impacts its external environment. At this juncture, posting a PR position is an attempt to gradually ease tensions with the mass consumer base through goodwill maintenance and enhanced brand awareness." He added: "On the other hand, this hiring move also confirms that the luxury leader is willing to lower its stance and strengthen communication with Chinese user groups, further deepening its local integration."

Aggressive rights enforcement triggers public discontent

Since the beginning of this year, LV has leveraged its iconic Monogram four-leaf flower graphic trademark to launch extensive intellectual property enforcement actions across China, involving defendants from multiple industries and sparking ongoing controversy. Among the most high-profile cases, the trademark infringement lawsuit against Molly Tea concluded in June with a first-instance judgment by the Suzhou Intermediate People's Court, which determined that the tea brand's use of the four-leaf flower graphic infringed upon LV's registered trademark rights. Following the ruling, Molly Tea stated to reporters that it would appeal the decision.

However, this is not the only case on LV's enforcement list. Public records show that LV has also sued other parties, including individuals and real estate companies such as Xiamen Fulong Property Group Co., Ltd., Xiamen Haoyi Property Management Co., Ltd., and Yijiayuan (Xiamen) Property Management Co., Ltd., with registered capitals of $39.47 million, ¥1 million, and ¥50 million respectively. Additionally, LV has taken the China National Intellectual Property Administration to court this year, with the case heard publicly by the Beijing Intellectual Property Court. The case remains in legal proceedings with no final conclusion yet.

According to relevant institutional statistics, over the past five years, LV has initiated more than 1,690 trademark litigation cases in China, with 56 new cases added in the first half of 2026 alone. The targets of enforcement have expanded from counterfeit leather goods to tea brands, small restaurants, and daily consumer products. During the 2026 first-half earnings call, LVMH Group CFO Cécile Cabanis firmly stated: "Intellectual property is our absolute core asset, and we will fully protect our brands. Not just in China, our teams continue to regularly handle trademark infringement in multiple countries around the world."

The spreading litigation and controversy have kept LV's public reputation under sustained pressure. According to a public poll, 55.5% of netizens expressed dislike for LV's excessive rights enforcement; 25.5% said the issue is controversial and the ownership of traditional patterns needs further definition; 6.5% remained neutral, respecting legal judgments; and 12.5% supported LV's protection of intellectual property, stating that infringement should be held accountable.

Nationwide store closures accelerate as shares fall over 30% year-to-date

While actively pursuing rights enforcement in the domestic market, LV's store closures are also ongoing, with the Southwest region at the core of this round of contraction. Recently, LV's Guiyang Lixing Center store officially announced it will cease operations on August 31, 2026. As LV's only store in Guizhou Province, the outlet opened in August 2022 and set a record with first-day sales exceeding ¥10 million. Spanning over 700 square meters with separate standalone stores for men's and women's wear, it was regarded as a landmark layout for LV's deep penetration into the high-end consumer market of Southwest China's interior. Just four years later, the store's closure means LV's offline channels are completely exiting the Guizhou market.

According to statistics from industry media, within just six months, LV has closed three key stores in Southwest China. In February, the Kunming Jinge Department Store branch, which had operated for over 15 years, officially shut its doors; in mid-June, the Chengdu Tianfu International Airport store, which opened only five years ago, also announced closure. Behind the channel adjustments and public opinion controversies, LVMH Group's overall performance growth is also slowing. In its 2026 first-half financial report, the group posted revenue of €38.644 billion, down 3% year-on-year, while organic revenue grew 2% after excluding external factors such as exchange rates and acquisitions. On the profitability side, recurring operating profit reached €8.691 billion, down 4% year-on-year, while net profit stood at €5.697 billion, roughly flat compared to the same period last year.

Breaking down by business segment, concerns are emerging for LVMH Group: fashion and leather goods organic sales declined 1%, with second-quarter growth of just 1% missing market expectations. Growth in the Asian market, including China, slipped from 7% in the first quarter to 4% in the second quarter. On the stock front, LVMH Group shares have already dropped from a yearly high of €766.90 to a low of €528.34, a decline of 31.11%.