Monday, December 6, 2010

About Us: LVMH Gets an A+

You’d expect a high level of quality on the website of the LVMH Group (LVMH Moet-Hennessy - Louis Vuitton): it’s the world’s largest luxury-goods conglomerate, with over 60 brands ranging from fashion and jewelry to perfume, cosmetics, and wine. Among them are Fendi, Donna Karan, Givenchy, TAG Heuer, and Dom Perignon. Created in 1987, LVMH employs more than 70,000 and has an international retail network of some 2,400 stores. The primary “About Us” page is here.


Products/Services: A+

The brands owned by LVMH are famous for their quality. Under “LVMH Companies and Brands,” each is given a page to itself that includes a history emphasizing its distinctive character. The text is laid out well: an easily legible size, a manageable line length, with paragraphs and highlights that prevent the text from becoming a dauntingly solid block.

Given that we have to scroll to read the whole text of most of these descriptions, we love the “print” option directly below the description. Clicking it opens a new window in which the full text displays.

The visuals are perfectly chosen to convey the luxury and quality of each brand. Equally important for this type of product, the images are sized large enough to be seen and enjoyed--in fact, they’re given equal emphasis with the text.

Considering the number of brands within LVMH, we appreciate the fact that the navigation menu appears on the right side of every page, and that it even includes headings for LVMH’s philanthropic and environmental endeavors. Everything we might want to know is constantly available: no hitting the “back” button to get back to a page that offers all the options.

Personality: A+

The stars on LVMH’s site are not the management or employees, but the separate brands. As noted, the brands are well represented in text and in images. But we also like the fact that the contents of each brand’s page are set within a frame that bears the LVMH logo--an understated, visual way of reminding us what group this brand is part of. What could be less obtrusive than classic black serif letters on pale gray? On that note, one tiny cavil: The light gray body text could stand to be a little darker, maybe even classic black.

Accessibility: A+

The page for each brand includes, at the top, full name, mailing address, email, and website, all set off from the descriptive text by a simple graphic. When you click the “print” button, you automatically get all the contact information as well as the company description. No clicking on an extra link to reach a “Contact Us” page: what a relief!


It’s wonderful to see a site where every element of text and graphics conveys the company’s products and personality--not just competently but brilliantly.

Does your Web site’s “About Us” section accurately convey your organization’s history and capabilities? Every two weeks we evaluate one example, grading it in three areas that are key to potential customers: Personality (Who are you?), Products/Services (What can you do for us?), and Accessibility (How can we reach you?). Contact us if you’d like to have your site evaluated—there’s no charge and no obligation.

Today’s example was chosen at random; has no ties to this company.