Despite the potential of Asia as a major market for the conglomerate, LVMH is not putting all of its eggs in a single basket.
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Image: Louis Vuitton

Luxury fashion brands are no stranger to presenting its fashion runway show in Asia. The world’s largest luxury conglomerate, LVMH, had already done its presentations in cities across the region in recent months. While these past presentations were typically spin-offs from the original shows, the decision to re-show in Asian cities unveils the strategic importance of engaging with consumers in this part of the world.

In its recent financial report for Q1, LVMH reported stronger-than-expected sales growth of ?18 billion, which is a 29 per cent increase compared to the same period last year. Breaking down the figures, revenue earned from Asia (excluding Japan) registered a modest increase of eight per cent. Overall in 2021, the rest of Asia represented 35 per cent of the total revenue for the Parisian company. To only grow by eight per cent is a worrisome sign, and LVMH is determined to boost sales through vigorous engagement with the region.
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Over the past year, brands under the LVMH group have devoted more resources to Asia by staging fashion shows in major capital cities. Last ...