Luxury Brands Turn Away from the West
People in the West do not spend as much money buying luxurious clothes anymore. However, clients in the wealthy Gulf and some Asian countries almost single-handedly keep haute couture brands alive.
Clients, who find themsleves busy attending high-profile events held at places we can only imagine, are prepared to pay as much as it takes to get a one-off dress. Exclusive and luxurious dresses can cost around $75,000 a piece. Simon Lock, a creative director of Dubai Fashion Week, does not feel suprised about this, “I have known of many occasions when a couturier will be invited to a private home for a showing. The hostess will buy maybe 20, 30 couture outfits for a season.”demans a wardrobe full of one-off dresses by the likes of Christian Dior, Stephane Rolland, Valentino and Chanel.
More and more brands are launching exclusive haute couture collections specifically for non-western countries, trying to reframe their image and brand while targeting buyers in new markets. French luxury goods maker Hermes has launched a limited edition Indian sari range to “connect” with Indian culture. “This is part of our effort to connect to the tradition of elegance of Indian women,” said Bertrand Michaud, president of Hermes India.
There is no doubt that Hermes will be able to find clients interested in its expensive, delicate and intriguing saris. There are a total of 28 saris, made of a variety of fabrics, from cashemere to twill silk, selling from anywhere 300,000 to 400,000 rupees ($6,120- $8,150).
The success of Hermes reflects the strong pull of Indian tradition and Indian women’s desire to wear five and a half meters of elegantly draped saris. Although there are no plans yet to make the collection a permanent addition to the company’s offerings, Hermes and other luxurious brands have started turning their attention away from the West, trying to increase their profits by target buyers from countries with booming economy.
Images via fashionising.com