FEATURE LUXURY
The X-factor :
Why Western brands are taking off in Korea
Demand for overseas luxury brands remains strong in South Korea – and new contenders keep joining the market .
By Tong Van
Less than a year after making its Asia debut in Tokyo , the Paris-based luxury leather goods label Polène has recently expanded its international presence with a flagship store in South Korea , aiming to capture the burgeoning affluent demographic in the country . Spanish luxury fashion house Loewe landed in Seoul a month later with the launch of the three-storey retail space in Gangnam .
The move comes at a time when South Korea is experiencing an influx of international luxury brands establishing a presence in the market . Last month , American fashion label Kith expanded into the country , opening its largest flagship store in Seoul ’ s Seongsu neighbourhood with dedicated retail space , Sadelle ’ s restaurant and a sophisticated lounge area . Another noteworthy addition to the South Korean luxury market was the Olsen twins ’ luxury label The Row . The brand entered the South Korean ►
August 2024 www . insideretail . asia 39