I actually thought about also looking at LVMH and MS again sort of as like the luxury playbook and how they are doing.
So uh LVMH was first uh was first put on my radar um back in 2024. a member of our uh mastermind community talked to me about it and um you know the luxury industry it just sounded uh the thesis sounded too good to be true.
You know it was uh oh there's a lot of really rich people and they don't care about the price for what they pay. Uh they're you know very very price insensitive uh and you know they're addicted to these luxury goods.
Um and and so that was very much like you could see uh the operating profit peaked in 2023 for LVMH. That was very much uh the narrative uh at the time. Um and then we've seen that decline substantially.
Uh so 22 billion in operating profit, 22.5 billion um in operating profit uh in December 23 for that fiscal year and then in the last 12 months a bit under 17 billion. Um so that's a that's a dramatic um decline.