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Fashionable purchase: French luxury goods flagship LVMH said it was raising its stake in Italian fashion house Gucci to more than 14 percent, but Gucci shares fell on disappointment that LVMH had not launched a full-blown bid. LVMH Moet Hennessy Louis Vuitton, which announced last week that it held more than 5 percent of Gucci, said in a brief statement it had concluded an agreement to buy a further 9.5 percent from Milan designer Prada.