Following Moët Hennessy Layoff News: The Truth People Don’t Like to Hear + My Rules in PR & Communication Consultancy

The first reports about upcoming staff reductions at Moët Hennessy came from LA LETTRE, followed by coverage in Financial Times. Here’s an unpopular opinion on the matter:

Layoffs happen—it’s a business process. Getting a job doesn’t guarantee eternal stability.

I haven’t seen the internal video announcing these plans, but I noted Jean-Jacques Guiony’s words reported by FT: “This was an organisation that was built for a much larger size of business” and “Things are bad, but they will become better. This is a cycle.”

I hope the video also included assurances that the company would offer whatever support it can—or at least acknowledged how deeply the decision affects employees and that it was not made lightly. While business goals come first, it’s essential for leaders to communicate such [layoff] decisions with empathy and provide support where possible, even beyond what the law requires. This not only reflects responsible leadership but also protects the company’s future media presence and PR image.

Now, about my consultancy rules in PR and communications. We don't live in a world of pink unicorns, where everything is fair and "as it should be"—reality is different. After all, there are always two sides to every coin. You can deny how business (especially large business) operates, but that won’t change it. The system will grind you down—like in Ken Kesey’s One Flew Over the Cuckoo’s Nest.

So, when building communication strategies in luxury and fashion to deliver my solutions, I consider:

1. how the system works (whether it’s business, politics, or any other field)

2. how to communicate with the system using values it recognizes—not the way you’d like people to speak to you, but in a way that aligns with the system’s values and delivers results

   
   

Every time I develop crisis communication strategies, the part I enjoy most is the action—it’s inseparable from communication itself. The reality today is that fair practices at every step—from idea development to the actual sale in stores, including quality and sustainability—have become essential for driving sales and building long-term client relationships. Especially when it comes to luxury.

The "right words" at the "right time" are no longer enough. Loud marketing campaigns alone are also insufficient—they’re just the facade, the very top of the sales funnel. Such efforts might work in the short term, but stories tend to accumulate and shape a company’s reputation (and sales) in the long run.

Kind of soft power and positive change.

*I hope that layoffs and collaborations aren’t the only strategies to keep the business afloat, but rather part of a broader, more thoughtful plan

*According to my information, Louis Vuitton has also frozen hiring, and Fendi is significantly scaling back its product lines

*My PR breakdowns in luxury and fashion are here

*Information on my consultancy is here