9.1. What is the context of the processing?

Berluti is part of the LVMH Group, which comprises numerous exceptional Maisons offering high-quality products and services across all sectors: Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewellery, Wines & Spirits, Selective Retailing, and Other Activities. The list of all LVMH Group Maisons is available at https://www.lvmh.com.

 

9.2. What is the purpose of the processing?

If you are a customer of our Maison, you may also be a customer of other LVMH Group Maisons.

Accordingly, obtaining information related to your product category preferences and purchasing behaviour from other LVMH Group Maisons may help us improve our existing marketing and profiling activities.

Our aim is to continuously enhance your customer experience by offering you personalised offers and services as well as personalised communications that are more in line with your expectations. This is based on a better knowledge of your preferences and interests.

The processing of your Personal Data for the purpose described above does not involve profiling or automated decision-making that may result in legal consequences or a significant impact on you. In addition, we do not use sensitive Personal Data in this context.

 

9.3. How does the processing work?

To achieve this objective, data relating to your product preferences, purchasing behaviour and purchases made during the past 3 years will, subject to your express prior consent, be transmitted to the Group LVMH, our parent company acting as a data processor, in a pseudonymised form (meaning that neither your name nor your contact details will be transmitted).

All data relating to your product preferences, purchasing behaviour and purchases made within our Maison and within other LVMH Group Maisons, to which you have also given your consent (the "Authorised Maisons"), will be reconciled. Based on this analysis, Berluti and the other Authorised Maisons, each acting as independent data controllers, will receive additional information from LVMH Group about your purchasing habits and preferences (without, however, knowing in which other Maison(s) you have made those purchases).

No data will be shared with other LVMH Group Maisons to which you are neither a prospect nor a customer and/or to which you have not given your consent.

Furthermore, to carry out the data reconciliation, we use, as a data controller, artificial intelligence algorithms provided and operated by LVMH Group, acting as a data processor.

These algorithms are regularly trained to maintain their accuracy and to prevent bias. This training activity is carried out using pseudonymised data relating to product preferences, purchasing behaviour and purchases of all our customers and prospects. This processing activity is based on our legitimate interest.

This data is also used to produce statistical reports aimed at assessing the relevance of our marketing and profiling activities, based on our legitimate interest.

These reports are provided in the form of aggregated data.

 

9.4. Note regarding your rights in relation to this processing

You may withdraw your consent to the cross-referencing and sharing of your data at any time.

We draw your attention to the fact that the withdrawal of your consent to this processing will apply only to the consent given to Berluti. Accordingly, consent given to another Maison separately will not be affected, unless you exercise your right directly with that Maison.

You may also object at any time to AI training and data analyses.