LVMH Doubles Down on Menswear Market in Asia


Jimin, a member of the boy group BTS.

On the again of the menswear style season, a number of manufacturers have introduced new additions to their line-up of worldwide ambassadors. At luxurious style conglomerate LVMH, it has introduced that Jimin from BTS shall be its new international ambassador. He joins a coterie of South Korean Ok-pop stars like Jisoo from Blackpink, Sehun of Exo and Astro’s Cha Eunwoo.

Fellow stablemate Givenchy has additionally introduced that Massive Bang’s Taeyang has been appointed as its first male international ambassador. Whereas over at Louis Vuitton, Chinese language actor Dylan Wang is the model’s latest international ambassador and starred in a video marketing campaign for its collaboration with Japanese artist Yayoi Kusama.

Taeyang of Massive Bang.

The spade of appointments on the manufacturers below LVMH follows the reshuffle of its management on the completely different Maisons. Christian Dior’s CEO Pietro Beccari will succeed Michael Burke as Louis Vuitton’s CEO and Delphine Arnault, the eldest daughter of Bernard Arnault, will take the helm as CEO of Dior. Maybe the cogs are already at work even earlier than the brand new administration assumes their roles subsequent month — a better emphasis on the menswear market in Asia.

In response to the market analysis firm Imarc, the worldwide menswear market reached a market worth of US$533.3 billion in 2021 and the agency expects the market to hit US$746.9 billion in 2027. The CAGR for the sector is predicted to achieve 5.92 per cent between 2022 to 2027.

Supporting this projected trajectory is the rising urge for food for style amongst males. Since 2016, gross sales progress for menswear has persistently outpaced womenswear as reported by Euromonitor. Extra just lately, as a result of rise of streetwear, demand for menswear shot up much more. Coupled with the final shift in the direction of casualisation, it’s unsurprising that luxurious manufacturers like Louis Vuitton, Dior and Givenchy are placing extra assets into its menswear division.

 Different elements are additionally at play like the benefit of shopping for by way of e-commerce, rising buying energy, the rising affect of social media and movie star endorsement. These assist to drive market progress and curiosity amongst male patrons. However extra particularly, LVMH’s appointment of Asian ambassadors is telling of the group’s concentrate on the area. Spending energy within the area has grown considerably through the years as earnings additionally elevated in tandem. Asia’s GDP is forecasted to achieve 4.5 per cent in 2023, as per a launch by IMF.

Not solely is the LVMH group specializing in its menswear division, however fellow competitor Valentino has additionally introduced a brand new model ambassador. Suga, one other boy band member of BTS, will entrance the Maison’s Necessities line. For these newly appointed ambassadors, the widespread thread that binds all of them is the affect that they maintain.

Jimin, Taeyang and Suga have been doubtless chosen due to the large cultural energy Ok-pop now holds on the planet. Extra than simply music icons, these artistes have now turn out to be the embodiment of fashion and assume the position of tastemakers. Moreover, in a current report by Morgan Stanley, South Korea is now the epicentre for luxurious spending. The nation outspends financial giants like China and the US, raking in US$16.8 billion in income and translating to a 24 per cent enhance in 2022. The youthful technology, who has grown up listening to their music shall be significantly involved in emulating their idols and one of many quickest methods is thru style. This presents a possibility for manufacturers to not solely turn out to be related to the ambassador, however it’ll additionally turn out to be the “trusted model”.

Driving on rising celebrities is a confirmed methodology for achievement, as with the appointment of Dylan Wang. The Chinese language actor has over 17 million Weibo followers and the video marketing campaign that he did for Louis Vuitton’s Yayoi Kusama collaboration acquired greater than 1,000,000 reviews and near 700,000 likes on the social media platform. Manufacturers are positively involved in ensuring that they’re on the forefront of the cultural motion and seize the eye of the burgeoning youth spenders.

Suppose one have been to take a look at the assorted appointments at a macro stage. In that case, LVMH is attempting to prop up gross sales within the Asia area as stress in Europe and inflation is prone to dampen shopper confidence. As a precautionary measure to cushion the potential repercussions and proceed its progress. The group is directing its effort to Asia, which is claimed to be the subsequent financial powerhouse. With such large potential, it stays to be seen who else can be chosen to be the subsequent model ambassador.

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