The European Heritage Days will see the LVMH group open the doors of its manufacturing workshops under the title “Special Days.” At the same time, the luxury fashion house Lanvin will offer a lucky winner of an online contest specially designed for the occasion the opportunity to visit its workshops. These initiatives underscore the current commitment of luxury brands to highlight not only their image, but above all the artisanal skills that drive them. These skills, very much alive (all of LVMH’s workshops are still in operation), are based on the tradition of transmission and know-how, as well as on their roots and geographical locations. Valuing one’s heritage means asserting one’s uniqueness in an increasingly standardized market, while consolidating one’s position as an intellectual leader. Indeed, a brand that holds intellectual leadership is one that influences the market through the novelty and originality of its ideas, regardless of its market share.