Paris Olympics: a "small negative" for luxury
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PARIS OLYMPICS: A "SMALL NEGATIVE" FOR LUXURY
With the reporting season out of the way, the focus has now shifted to what's ahead in the coming months. And for luxury investors, one key question is whether the 2024 Summer Olympics are going to have any impact on demand, given broad expectations of accelerating sales growth from Q3.
UBS has looked into this to conclude that the Paris event, running July 27-August 11, might be a small negative.
"The Olympics are more likely to have a small negative impact on the sector in Q3 due to the associated loss in luxury tourist demand, thus delaying the prospect of returning positive earnings momentum for luxury stocks in the short term," it says.
The key negatives, per UBS, are: travel restrictions across Paris; different profiles of tourists vs typical luxury consumers; and the wallet shift away from luxury goods purchases into experiences (increased hotel prices and flight fees).
The Swiss bank expects companies with the highest sales exposure to France to be impacted the most. Hermes HRMS.PA is 9% exposed, LVMH LVMH.PA 8%, followed by Prada 1913.F and Moncler MONC.MI at 7% and 6% respectively.
More on the market impact of this summer's events:
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