LVMH Moet Hennessy - Louis Vuitton, Societe Europeenne

Tapestry, Inc.

Ralph Lauren Corporation

Louis Vuitton owner reports weak holiday quarter. Hope for China?

PUMA SE

Kering SA

Puma shares jumped nearly 23% in Frankfurt on the news, but have since corrected and at the time of publication are trading in the plus side by just over 5% relative to the previous close

Puma has had a change of major shareholder. The owner of Gucci sold his stake at a 60% premium

Burberry Group plc

Compagnie Financiere Richemont SA

Sales of British luxury fashion house Burberry <a href="https://www.burberryplc.com/content/dam/burberryplc/corporate/documents/investors/results-reports/2026/Burberry%20Q3%20FY26%20Trading%20Update%20Press%20Release.pdf.downloadasset.pdf">increased</a> during the holiday period of late 2025-early 2026: buyers actively bought up the brand's signature plaid scarves and trench coats. Demand for Burberry goods was particularly strong in China, Bloomberg <a href="https://www.bloomberg.com/news/articles/2026-01-21/burberry-s-sales-rise-over-holidays-as-china-market-picks-up?sref=Y0jVLcFo">reported</a>, noting that the company's latest results have boosted investors' hopes for a recovery in the premium market. Shares of Burberry on January 21 during trading in London in the moment added about 6% - the maximum intraday growth since November 2025. Later, the securities slightly corrected, at the time of publication they are in the plus by 5.6%.

Demand in China has supported Burberry through the holiday season. Shares rose

Now the investment bank is betting on the Japanese market

Citi downgraded European stocks due to EU-US conflict over Greenland

Italian designer Valentino Garavani, who founded the luxury brand Valentino, has died. This was announced by the Foundation Valentino Garavani and Giancarlo Giametti, his message <a href="https://www.instagram.com/p/DTswQRXDD5V/?img_index=1">is posted</a> on the designer's page in Instagram. Garavani was 93 years old.

Valentino Valentino Garavani, designer and founder of Valentino brand, has died

Brunello Cucinelli S.p.A.

The imposition of new U.S. duties over Greenland could reduce eurozone GDP by about 0.1%, Goldman Sachs has calculated

LVMH and Kering shares fall due to Trump's duties. A quarter of the brands' sales depend on the US

Porsche AG

Volkswagen AG

Volkswagen's premium brand - Porsche - <a href="https://newsroom.porsche.com/en/2026/company/porsche-deliveries-2025-41516.html">reported a</a> 10% decline in car sales in 2025. This was the sharpest decline since 2009, that is, since the global financial crisis, <a href="https://www.bloomberg.com/news/articles/2026-01-16/porsche-sales-slump-most-in-16-years-on-weak-china-model-gaps?srnd=phx-industries">writes</a> Bloomberg. Shares of the luxury manufacturer fell in trading on January 16, continuing the collapse, which has already led to the loss of the status of "blue chip".

Porsche reports deepest slump in 15 years amid problems in China and US

A sharp rise in Richemont quotations at the opening of trading in Zurich was quickly followed by a fall

Cartier owner beats holiday quarter sales forecast. Why did the stock fall?

Saks Global's bankruptcy could be the most high-profile among department stores since the COVID-19 pandemic, notes the WSJ.

The owner of luxury department stores in the US has replaced its CEO. The WSJ writes that it is on the verge of bankruptcy.

The Gap, Inc.

American Eagle Outfitters, Inc.

Netflix, Inc.

In 2025, the markets were repeatedly reminded that stock dynamics can be influenced not only by Fed decisions and reports, but also by mass culture, streaming and viral advertising. The public lives of celebrities, late-night TV series premieres and viral campaigns for jeans were all triggers for stock prices in the past year. Below are a few examples of how seemingly "non-systemic" events changed company values and investor expectations.

"The Swift Effect" and Sidney Sweeney: 5 unusual factors influencing the market in 2025 

Optimism in the European luxury sector is increasing, with more and more analysts believing that the rally that started in the second half of 2025 could continue into 2026. The recovery is indicated by strong quarterly reporting from luxury goods manufacturers, a rebound in demand in China and the renewal of creative teams at fashion houses. Key market players, including LVMH and Richemont, are already showing signs of a turnaround after two years of decline.

Analysts expect the luxury market rally to continue in 2026. Who to bet on?

Hugo Boss AG

The fashion house decided to change its strategy and raise product prices to optimize its budget

Luxury Brands