Korean fashion over the past few years has become quite popular far beyond South Korea. What is the secret of such success? Why is Korean clothing so widespread and dictating new fashion trends along with well-known French and Italian brands? We will talk about all this later in the article.
Start of success
Korean fashion enjoys special government support. It all started in 1960, when sewing factories began to open in Seoul (the capital of the republic) in order to create new jobs and strengthen the economy. Pretty quickly, Korean clothes began to be sold all over the world, and its designers and craftsmen gained extensive knowledge in the field of what people want to wear and how to satisfy their fashion needs in the best way.
A powerful impetus for fashion expansion was the K-pop pop culture. Korean singers became famous first in Asia and then around the world, and their fans began to adopt the style of their idols. As soon as Kwon Ji Young (stage name G-Dragon), the lead singer of Big Bang, appears on the camera in a new clothes, as fans sweep it off the shelves.
Growth conditions
The state quickly realized that not only Samsung, LG appliances and Hyundai cars, but also K-pop music, K-drama series and fashionable clothes are some of the most famous Korean “goods” in the world. And that their development has a positive effect on the economy and image of the country. Therefore, it does not skimp on investment.
So, the Seoul Fashion Week shows, which have become one of the most significant events in the world of fashion, are mostly financed by the Seoul City Council, which makes it possible to participate in the show not only for eminent brands, but also for little-known newcomers who can also count on government investment .
A democratic society, a large population, developed pop culture, long-standing sewing traditions, a large number of factories, modern management and marketing, a high level of education, employees who are fluent in Chinese and English are not surprising that Korean fashion is developing at a rapid pace.
Mastermind
But it will not be entirely accurate to say that absolutely all brands create and sell their unique products. The Korean style has borrowed a lot from the Japanese, which became famous for its quality, originality, individualism and the ability to predict what will be fashionable tomorrow. But only clothing from the Land of the Rising Sun is very expensive, and it’s very difficult for a new designer to break through to Tokyo Fashion Week.
And for goods from Korea, prices are much more affordable, its range is updated very quickly. This allows you to follow new trends without much damage to the wallet and often change the style.
Tricky Marketing
Korean fashion is not an art, but primarily a business. This approach is followed by many brands. Perhaps that is why sales technology in Korea has reached unprecedented heights. For example, the middle-class brand Cres E Dim has its own subsidiary brand Dim E Cres, which repeats its models, but from cheaper materials, thereby covering the less affluent segment of customers. Moreover, revenues from the sale of more affordable clothing often exceed revenues from sales of expensive items. This allows Cres E Dim's lead designer Kim Hong Bam to create innovative, experimental models for her shows that receive a warm welcome from shoppers and the cycle repeats.
Mutually beneficial coexistence
The symbiosis of fashion and show business in Korea is an even more interesting phenomenon. Designers give things from their collections to young but promising singers and actors. If they manage to achieve wider recognition, then they not only become walking brand advertising, but also willingly agree to participate in shows and other types of cooperation.
Music companies are actively involved in the modeling business. For example, YG Entertainment (an organization that promoted groups such as Big Bang, Winner, 2NE1 and singer Psy) owns the K-Plus Models agency, the Nonagon apparel brand, and Moonshot cosmetics brand. It is easy to guess who in the first place will advertise their products. In many ways, this is the principle by which Korean fashion lives. Dresses, cosmetics, accessories, care products that advertise stars - all this and much more are becoming bestsellers.
Practical approach
Korean designers manage to follow only the most promising trends, bring their new ideas, but at the same time remain quite mundane. The elaborate outfits that the giants of world fashion boast at their shows are a work of art, but in ordinary life no one will wear them, which means they won’t buy them. The combination of attractive appearance and practicality is one of the main advantages of the Korean style and the secret of its popularity.