The interest that arose in Eastern Europe and Asia for luxury goods started more than twenty years ago, when the first luxury boutiques opened in the cities like Moscow, Almaty, Kiev, Baku, Beijing, Shanghai, Hong Kong or Seoul. A time called the “Eldorado of new markets”.
The size of these markets has considerably changed since. Many luxury brands have opened franchises or boutiques in big cities and regional capitals.
Your luxury clientele travels more and more, and is frequently in the boutiques, concept stores, department stores or corners that represent designer labels around the world. Consequently they are more fashion conscious and more demanding. Many clients, who only yesterday proudly wore “Brands”, are today attracted by originality in design, the beauty and intrinsic value of a product. They are willing to pay a high price for the unique style and creativity of the designer, not just for a brand or this season’s look.
Therefore, for several seasons now, in the ex-Eastern bloc and Pacific Asia has seen the opening of a large number of multi-brand boutiques inspired by L’Eclaireur, 10 Corso Como, Dover Street Market, Colette and other concept stores. They mostly carry designers from Belgium, France, Japan and the United Kingdom, but also a niche selection of perfumes, watches, eye wear, special editions, CDs, etc.
The commercial success of these stores is witness to the great change in consumer culture across both Eastern Europe and Asia. The creative value and unique signature of the designer have become more important than a famous name or advertising campaign.