In an attempt to capitalize on the growth in demand for luxury goods in Mongolia, French fashion house Louis Vuitton has announced that it will soon begin to produce signature gers using the company’s iconic monogram leather. Active in Mongolia since 2009, the Louis Vuitton store on Sukhbaatar Square has been one of LVMH’s – Louis Vuitton’s parent company – best performing assets worldwide. It was said to be the best performing store in Asia over the first six months post-opening – no mean feat given the size of the Mongolian market.
Given the strong growth of Mongolia’s high end consumer market, it does not come as a surprise that Louis Vuitton has decided to adapt its product range to the local market. “Louis Vuitton gers will become the ultimate in nomadic luxury,” Rita Folle, Louis Vuitton’s sales director in Mongolia, was reported as saying. “Combining modern fashion and luxury with Mongolian tradition, our signature gers will become the perfect symbol of Mongolia’s new found wealth and status” she went on to say.
“Louis Vuitton gers will become the ultimate in nomadic luxury” Rita Folle
The gers are to be hand crafted in France and the first ones are expected to be available for purchase at the end of 2014, retailing at 200,000 USD each. Miniature versions, which can be used for children or simply for decoration, will also be available. Jacques Santer, the designer who has been working on the gers’ design said that only the highest quality materials would be used: “We will be using mahogany wood for the ger’s frame, while the interior will be lined with organic silk and cashmere. The idea is to uphold the Louis Vuitton tradition of craftsmanship, producing something of incomparable quality.”
Louis Vuitton is already taking orders for the gers in Mongolia and will soon allow international customers to place orders, expanding on the travel and adventure themes that have been so prominent in recent advertising campaigns. Folle noted that a large number have already been booked. Although she declined to comment on the identity of the customers, it is rumored that the Mongolian Government was one of the first clients, having ordered a custom edition to replace the ceremonial ger in the Government palace.
“We will be using mahogany wood for the ger’s frame, while the interior will be lined with organic silk and cashmere” Jacques Santer
The first deliveries are expected to take place in July. To mark the occasion Louis Vuitton will also donate a number to the Mongolian Red Cross to be used in emergencies. The gesture represents a continuation of Louis Vuitton’s philanthropic tradition in Mongolia – upon the opening of the Sukhbaatar Square store in 2009, over 6,000 textbooks were donated to the Ministry of Education to be used in primary schools across the country.
While many observers are skeptical of the commercial value of Louis Vuitton’s move, other brands will undoubtedly be watching closely. If the new product line proves successful they too will consider following suit and it may not be long before we see Mongolians stepping out of their Louis Vuitton gers in Gucci deels.
Please note that this article is intended as an April’s fool article and is not meant to be taken seriously. The event or situations it depicts are purely fictional and bear no resemblance to any real life situation.SOURCE: M.A.D. Newswire April's Fool