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South Korea’s fashion scene is turning to global labels to jolt a sluggish domestic market back to life. Retailers are diversifying their portfolios to lure new shoppers and drive sales growth.
On the 17th, industry sources said LF unveiled a new “Official Imports” tab on its LF Mall site that spotlights only brands it officially imports or licenses. The section brings together about 70 major import labels — from Barbour and Isabel Marant to Forte Forte, Vanessa Bruno, Teton Bros., Kin and Buly.
An LF spokesperson said the company expects the tab to strengthen each imported brand’s identity, credibility and visibility.
Samsung C&T Fashion has put sourcing overseas labels at the center of its growth playbook. Imported brands now make up roughly 30% of its sales. Its edit shops BEAKER and 10 Corso Como Seoul serve as incubators, scouting and nurturing new names — they helped introduce Ganni, Studio Nicholson and Jacquemus to the market.
A Samsung C&T Fashion representative said the company is expanding its imported brand mix alongside its in-house lines to give Korean customers fresher choices. It plans to boost competitiveness by bringing in overseas brands across a wider range of categories and concepts.
Shinsegae International added global luxury label Enfant Riche Déprimé and Japanese brand CFCL to its portfolio this year. In beauty, it officially launched fragrance brand Bath & Body Works and U.S. makeup favorite bareMinerals. The company says it will continue introducing global names through the second half as it broadens its import business. Shinsegae International currently operates roughly 30 imported fashion brands and more than 20 cosmetics labels.
The industry’s push for overseas labels comes down to demand: shoppers still crave foreign brands even in a downturn, which helps lift sales. A diversified portfolio also cushions companies against shocks. The five major domestic fashion players — Samsung C&T Fashion, Shinsegae International, Hansem, LF and Kolon FnC — all reported year-on-year sales drops in the first quarter. Expect the search for global brands to keep pace into the second half as retailers look to weather the slump.
By Seongjeon Kang (castlekang@etnews.com)
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