South Korea emerges as key battleground for global luxury brands

Photo from: Inside Retail Asia

By Inside Retail Asia

Major tourist attractions in South Korea are increasingly becoming a battleground for global luxury brands, with Moët Hennessy-Louis Vuitton (LVMH) and Kering Group, the world’s leading luxury goods companies, staging a battle of pride with their flagship brands Louis Vuitton and Gucci.

The competition is fierce, as Louis Vuitton rented out the Some Sevit floating islands in Seoul’s Han River for its first-ever pre-fall fashion show, while Gucci announced an exclusive show at Gyeongbokgung Palace next month.

Louis Vuitton’s pre-fall collection fashion show is a noteworthy event, as it highlights the first official appearance of womenswear creative director Nicolas Ghesquière in Korea.

On the other hand, it has been 25 years since Gucci opened its first store in Seoul in 1998. Gucci’s upcoming show is equally remarkable for its twists and turns, as last year’s event was nearly canceled due to controversy over a hanbok photo shoot at the Blue House that was stirred up by a fashion magazine.

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