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Agenda-setting intelligence, analysis and advice for the global fashion community.

Asia’s Luxury Landscape Is About to Change

Brands may need to re-evaluate investment priorities as spending patterns shift in high-growth markets from South Korea to Thailand.
Thai model Urassaya Sperbund, also known as Yaya, and Thai actor Nadech Kugimiya attended a Louis Vuitton event in 2020 at Siam Paragon mall in Bangkok, Thailand.
Thai model Urassaya Sperbund, also known as Yaya, and Thai actor Nadech Kugimiya attended a Louis Vuitton event in 2020 at Siam Paragon mall in Bangkok, Thailand. (Getty Images)

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The rationale behind Louis Vuitton’s decision to do a spin-off show earlier this year in Bangkok was not just about paying tribute to the brand’s late men’s artistic director Virgil Abloh or giving a nod to the Thai capital. It was also about a phenomenon that has been spreading across much of Asia since the onset of the pandemic.

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