by Joseph FabianEverywhere you go in downtown Toronto, you will see Asians carrying a Louis bag, in various styles, colours and shapes. They are known for of having a luxury handbag with them, it does not matter what their age is, they will starve themselves just to save up for a bag. But its not just a bag for them it is a status symbol.
I am surprised that Godfrey Gao, a Canadian born Taiwanese TV star, will be a new spokesperson of the famous Louis Vuitton luxury brand. He is posing for their spring/summer 2011 campaign wearing the newest messenger bags called Elvis from the Damier Graphite collection. Gao is the first Asian male supermodel that been given this prestigious opportunity. Say what you want, but I see it as a great marketing strategy for the booming Chinese market and its company's new vision of Global Diversity. With recent reports suggesting that Asian men spend more on designer’s goods, compared to their female counterparts. The casting of Gao is a welcome, but not surprising, change.
As China’s future is in good shape that is why the fashion industry is keeping eyes on it. The world leader in luxury, LVMH, the parent company of LV, is enjoying an enormous profit gain because of a growth in the Asian markets.
This is just the beginning. It is certain that more Asian models will be featured in an advertising campaign in the near future.
If I may add, LV's use of this asian model could actually mean that China (and the rest of the Asian markets) is undeniably a force that will shape the global luxury market in the near future. LV's strategy could pay huge dividends as Asians are getting richer than Europeans and North Americans.
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