In a strategic pivot from their earlier value-driven approach, South Korean fashion brands are now focusing on international growth by emphasizing luxury positioning and unique design aesthetics. According to industry sources, this shift is driven by challenges in the domestic market, including economic slowdowns and unpredictable weather patterns affecting seasonal sales. Unlike K-Beauty brands that initially gained traction through affordable products, Korean fashion companies are targeting the premium segment to distinguish themselves from lower-priced competitors in China and Vietnam. This article explores how these brands are achieving success abroad while facing difficulties at home.

Several leading Korean fashion houses have made significant strides in overseas markets. For instance, LF's casual brand Hazzys has maintained consistent quality standards and pricing across different regions, positioning itself as a luxury label. The brand’s sales in China, Taiwan, and Vietnam have seen a 15% year-over-year increase, with Chinese sales alone growing by 30% in 2024. LF has also strategically placed its menswear brand Maestro in upscale locations such as Trang Tien Plaza in Hanoi, catering to affluent consumers.

Samsung C&T’s fashion division has followed a similar path, with its Juun.J brand opening a standalone store in Shanghai’s prestigious Réel Department Store. Additionally, the brand has launched pop-up stores in key European cities like the UK and Italy. Despite economic challenges in China, there remains a robust demand for Korean premium brands. In Vietnam, rising income levels are fueling a preference for high-end fashion, further supporting this expansion strategy.

Design excellence plays a crucial role in this international push. Handseome, a prominent Korean fashion house, has leveraged its participation in Paris Fashion Week since 2019 to open a flagship store for its System brand in Paris last June. The store, spanning 470 square meters, surpassed its annual sales target by 30% and increased wholesale contracts by over 20%. Emerging designer brand Matin Kim opened its first Hong Kong store in October and plans to establish 27 global stores across Asia within five years. Known for its innovative designs, Matin Kim attracts an 80% foreign customer base at its Seoul location in Seongsu-dong.

The domestic fashion market in Korea faces historic lows, with spending accounting for just 3.9% of household expenditure in the third quarter of 2024. Unusual weather patterns have also impacted sales of high-margin winter items during the critical fourth quarter. However, rather than chasing short-term sales gains, brands are prioritizing building a loyal customer base that appreciates their design philosophy and brand image for long-term success. This focus on brand loyalty and premium positioning is proving instrumental in the global expansion of Korean fashion brands.