Already in 30 different chinease cites, the giant is not affected by the crisis -it is the brand that suffers less- and continues to expend itself. Th group LVMH who were the first to settle in China and India before the world could realize those countries potencial might have discovered a new target for the luxury market: the mongolian people.
When Mongolia sounds to you like a country far far away close to the stories of Mulan; a new paradize for luxury is rising.
The city of Ulaanbaatar, counts 1 million of inhabitants – 1/3 of the whole population – and was defined THE NEW PLACE TO BE for the luxury brands. Far way from Gengis Khan settlements, the city has been well develloped thanks to Russian funds in the last years and brings together today a mix of local rich industrials and expatriates.
Following the powerful “Malletier”, Zegna, Burberry and Hugo Boss will sonly open their first store in the Mongolian capital.
We shouldn't be surprized when it will become fashionnable for us to go have a week end there, do some shopping in Sukhbaatar and get a shake our booties in Ismuss Club next to giant Staline statues!
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