President and CEO of Christian Dior Couture Sidney Toledano

Viet Nam is a developing country. Why have you chosen this point in time to attempt to break into the Vietnamese market?

We have been studying the Vietnamese market for several years and have followed the regional markets for even longer. We started in Japan in the 50s, then went to Hong Kong, South Korea and mainland China. Now Dior saw the opportunities here.

We decided on the location at Trang Tien Plaza because we need a big space to present all of Dior's products to our Vietnamese clients. We want to give them the opportunity to see the world of Dior.

By meeting people who sell high-end luxury products, we learned about the country's development and economy.

We also learned that the Vietnamese people still have good memories of French couture. That is why we decided to come.

You opened your first boutique in HCM City in January. How do you evaluate its success so far?

It's been very successful. It's successful not only because the brand is attractive but also because the products in the collection are of high quality. I am sure that Ha Noi will respond very well too.

With your second boutique in Trang Tien Plaza, what unique aspects do you bring to Ha Noi?

We bring a unique collection to Ha Noi clients. The collection was first sold last February and has been very successful in other markets. We have brought this collection to New York, London, Brazil and Australia. I think we offer a kind of new look and modern approach to modern women. I think Vietnamese women are looking for a combination of tradition and modernity.

Luxurious fashion and comestics brands are seeking to penetrate Viet Nam, recognising the market's huge potential. — VNS Photo

How is Viet Nam viewed in the regional luxury retail sphere?

We control everything from the concept and development to the production process. Our staff here has been trained in Dior stores outside Viet Nam in order to offer the best service to Vietnamese clients. For us, training is very important. Without proper training, the store manager and the sales staff could not give the best advice to clients.

We see big potential in Viet Nam because people have worked very hard, and now they want to enjoy that success.

We are considering opening another shop in Ha Noi, HCM City or elsewhere in the country.

Will you give priority to branding or sales in Viet Nam?

We have a long-term vision. We want to make sure that we can sell very sophisticated products. This is beyond advertising and brand name. It's about communicating the stories and the values of our company. In the end, it's the customers who buy the product, so their view of us is critical.

How are you looking to develop your brand name in 2013 and over the next five years?

As you know, Dior has been very successful in many countries. We're not solely trying to open big stores – but we want to ensure that we serve our clients well, so we need a big space to do that. We are increasing space in Hong Kong, Singapore and Malaysia, as well as renovating existing spaces. So we see a lot of potential in Asia for the long term. — VNS