Korean fashion over the past few years has become very popular far beyond South Korea. What is the secret of such success? Why did Korean clothing become so widespread and began to dictate 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 clothing factories began to open in Seoul (the capital of the republic) 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 of what people want to wear and how to satisfy their fashion needs in the best way.
K-pop pop culture has served as a powerful impetus for fashion expansion. Korean singers became famous first in Asia and then around the world, and their fans began to adopt the style of their idols. All it takes is Kwon Ji Young (stage name G-Dragon), lead singer of Big Bang, to show up on camera in a new outfit like fanssweep it off the shelves.
Conditions for growth
The state quickly realized that not only Samsung, LG and Hyundai cars, but also K-pop music, K-drama series and fashion clothes are some of the most famous Korean "commodities" in the world. And that their development has a positive effect on the economy and the image of the country. Therefore, it does not skimp on capital investment.
Thus, the Seoul Fashion Week shows, which have become one of the most significant events in the fashion world, are mostly funded by the Seoul City Council, which makes it possible to participate in the show not only for big-name brands, but also for little-known newcomers who also can count on public investment.
Democratic society, large population, developed pop culture, long-term sewing tradition, large number of factories, modern management and marketing, high level of education, employees who are fluent in Chinese and English, it is no wonder that Korean fashion is developing at a brisk pace.
Mastermind
But it would not be entirely accurate to say that absolutely all brands create and sell their own unique products. Korean style has borrowed a lot from Japanese style, which has become famous for its quality, originality, individualism and ability to predict what will be fashionable tomorrow. But only clothes from the Land of the Rising Sun are very expensive, and it is very difficult for a novice designer to break through at Tokyo Fashion Week.
A ongoods from Korea, the prices are much more democratic, its assortment is updated very quickly. This allows you to follow new trends without much damage to your wallet and change your style often.
Sly marketing
Korean fashion is not an art, but above all a business. Many brands follow this approach. 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 with cheaper materials, thereby reaching a less affluent segment of buyers. Moreover, the income from the sale of more affordable clothing often exceeds the income from the sale of expensive items. This allows Cres E Dim lead designer Kim Hong Bam to create innovative, experimental designs for his runways that are warmly received by buyers and the cycle repeats again.
Mutually beneficial coexistence
The symbiosis of fashion and show business in Korea is an even more curious phenomenon. Designers donate items from their collections to young but up-and-coming singers and actors. If they manage to achieve wider recognition, then they not only become a walking advertisement for the brand, but also willingly agree to participate in fashion shows and other types of cooperation.
Music companies are actively involved in the modeling business. For example, YG Entertainment (the organization that promoted groups such as Big Bang, Winner, 2NE1, and singer Psy) owns K-Plus Models, clothing brand Nonagon, and cosmetics brand Moonshot. It is not difficult to guess who will advertise their products in the first place. In many ways, this is the principle by which Korean fashion lives. Dresses, cosmetics, accessories, care products advertised by stars - all this and much more becomes bestsellers.
Practical approach
Korean designers manage to follow only the most promising trends, bring their own new ideas, but at the same time remain quite down to earth. The frilly outfits that the giants of the world fashion love to show off at their shows are a work of art, but in ordinary life no one will wear them, which means they will not buy. The combination of attractive appearance and practicality is one of the main advantages of Korean style and the secret of its popularity.
