Ms Kim is convinced that MCM has a dynamic future. Because the brand is already so well established in Asia it enjoys a tremendous competitive advantage in the key luxury battlegrounds of the future, Ms Kim believes. Cit- ing her competitors she says: “Look at the annual reports for Louis Vuitton, Gucci and Burberry – 70% of their business is in Asian markets, or from Asians travelling to Europe.
“That means the key consumers are in Asia, and that will be even more so in the future thanks to the emergence of China. MCM has already secured the Asian markets.