Ministry of Investment, Industry and Trade of the Republic of Uzbekistan

As part of the third day of the Tashkent International Investment Forum, organized under the coordination of the Ministry of Investment, Industry and Trade of the Republic of Uzbekistan, a session was held discussing the strategic role of globally recognized brands with long histories and rich cultural heritage in shaping a country’s investment profile.

Bertrand Stalla-Bourdillon, Group Vice President of Retail Development, at LVMH Moët Hennessy Louis Vuitton SE, delivered an insightful presentation about the history of one of the world’s most recognizable brands. He shared fascinating facts about the origins of Louis Vuitton.

Stalla-Bourdillon paid special attention to the historic Louis Vuitton expedition from Paris to Beijing through Uzbekistan in 1930, emphasizing that Uzbekistan was central to the brand’s heritage at that time. In conclusion, he noted: “Luxury is always about history”, emphasizing that it is unique cultural narratives that make a brand truly meaningful and attractive to global audiences.

During the session, opportunities were also examined for enhancing the state’s image through the international authority of famous brands, attracting foreign direct investment and tourist flows, as well as supporting sustainable growth based on innovation.

Bertrand Stalla-Bourdillon added that in the modern world, luxury has become more adaptive and mobile: production can be located in Asia or other regions, distribution can be built through partnerships, and licensing arrangements allows for scaling brand recognition. The most popular areas for licensing remain watches, perfumery, and optics. According to him, the presence of global luxury brands in every key shopping center is not just a strategy, but a foundation that remains unchanged.