The growth of emerging markets is not only due to the economic growth of the BRICS (Brazil, Russia, India, China and South Africa) ranging between 1.5% and 7% depending on the country, with large population centres (with more than one billion inhabitants for China and India), the formation of upper middle classes...

We can also take advantage of the westernization of some national economies like China's; it is a communist country but it has a capitalist economy with an upper middle class willing to buy good quality products like perfumes, clothes...

Fashion is a highly competitive market; by positioning ourselves in the markets of emerging countries, we can seize the opportunity to gain new market shares and thus gain speed with the competition concentrated in the so-called "rich" countries.