The fashion and luxury industry is characterized by short product life cycles, high volatility and low predictability of product demand . Empirical evidences showed that the business growth can no longer rely on marketing and communication activities; although, a market-driven perspective is eagerly required in order to align all the departments and processes within the supply chain. An efficient forecasting system can be identified as one of the crucial elements to achieve the needed reactivity to keep up with the latest trends and be able to produce and deliver on time the right product, in the right shop. The forecasting system previously exploited by Louis Vuitton’s sales planner, Sakura, was no longer able to satisfy these requirements, therefore it was replaced by a more efficient forecasting system: iForecast.