Retail in Asia

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Seoul: Asia’s new fashion window?

Seoul is emerging as Asia’s new fashion showcase, with the world’s top luxury firms seeking to cash in on the regional trend-setting popularity of South Korean pop culture.

Over the past year, leading global fashion houses have upped their game in South Korea in a bid to reach those well-heeled Asians who take their fashion cues from popular Korean TV and pop stars.

French powerhouse Chanel held its 2015/16 Cruise Collection in Seoul in May – its first show in South Korea. And in June, Christian Dior opened a six-storey flagship store – the largest in Asia – in the upscale district of Gangnam, made famous by the eponymous hit by South Korean rapper Psy. The world’s top luxury group LVMH, which owns Dior and Louis Vuitton, has gone a step further by directly investing in Seoul’s thriving K-pop industry.