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To capture these markets, brands must first spend thousands of dollars on high-profile catwalk shows to generate press coverage.
'Companies are hedging their bets by making certain that their sales are going up in the new markets,' said Hilary Alexander, fashion editor of Britain's Daily Telegraph.
'The Russian clients, the Indian clients, the Middle Eastern clients - they want glamour, they want pizzaz.'
HERMES
French luxury brand Hermes pulled out the stops, opening its Far West-themed show with a rare catwalk appearance by 1990s supermodels Naomi Campbell and Stephanie Seymour - but these cowgirls were like nothing you've seen in Texas.
The models ambled down a fine sand runway dotted with giant cacti in outfits that had fashion editors silently scribbling wish lists.
Sheer poncho-style dresses, supple leather flared pants and fluid draped jersey dresses were the height of luxury, as were the cropped jeans in a perfect indigo denim hue.
Campbell, wearing a va-va-voom black gypsy dress, closed the show by tossing her straw hat into the audience with a flourish.
Front row guests included British actress Jane Birkin, who famously designed the Birkin bag, which has become a global byword for luxury. Hermes donates a portion of its profits to charitable causes on her behalf.
CHLOE
French label Chloe is hoping for third time lucky with Hannah MacGibbon, its third creative director in as many years, after parting company with Swedish designer Paulo Melim Andersson, who failed to capture the subtle femininity of the brand.
MacGibbon showed a light, flirty collection of crisp cotton apron dresses and blouses with leg-o'-mutton sleeves trimmed with scalloped fins

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