Goodbye Louis, hello contemporary high fashion brands

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Goodbye Louis, hello contemporary high fashion brands

Studio Nicholson opened its first Korean store in Hyundai Department Store in Apgujeong-dong of Gangnam District, southern Seoul, on Sept. 23. [SAMSUNG C&T]

Studio Nicholson opened its first Korean store in Hyundai Department Store in Apgujeong-dong of Gangnam District, southern Seoul, on Sept. 23. [SAMSUNG C&T]

 
Contemporary brands such as Ami Paris and Maison Kitsune have become the new rising names in fashion among young Korean consumers.
 
These brands are relatively new and come with a cheaper price tag compared to traditional designer brands such as Louis Vuitton and Chanel. But they are often referred to as the new version of designer brands, as their designs and quality rival that of the traditional high-end brands.
 
Studio Nicholson, a British fashion brand known for its elegant yet functional designs and not yet well established in Korea, opened its first store in Hyundai Department Store in Apgujeong-dong of Gangnam District, southern Seoul, last month. Sales reached 200 million won ($140,000) just in its first weekend of business. According to the retailer, sales for newly opened stores normally range between 30 to 40 million won a day on average.
 
Samsung C&T’s fashion division also recorded higher sales last year, with its exclusive international brands, such as Ami Paris, Maison Kitsune, Thom Browne and Lemaire, gaining popularity among those in their 20s and 30s. The entire fashion division’s operating profit reached 100 billion won last year, up 378 percent compared to the previous year.
 
Ami Paris opened its first flagship store in Sinsa-dong of Gangnam District, southern Seoul, on Sept. 14. [SAMSUNG C&T]

Ami Paris opened its first flagship store in Sinsa-dong of Gangnam District, southern Seoul, on Sept. 14. [SAMSUNG C&T]

 
Local fashion companies have been introducing international brands to expand and advance their business. The Handsome, a clothing company under Hyundai Department Store, introduced the Swedish designer brand Our Legacy last July. The brand has been popular among Korean celebrities and models for its Scandinavian style.
 
Shinsegae International also introduced Japan’s Enfold on Sept. 14. Founded by creative director Mizuki Ueda, the brand has a strong fan base as it had been sold through editorial boutiques before its official release in Korea.
 
All these brands have a relatively short history, too. Our Legacy kicked off in 2005, while Enfold and Studio Nicholson were released in 2011.
 
Their prices also range from mid to high: jackets and coats range from 450,000 to 2 million won, pants and skirts from 350,000 to 900,000 won and T-shirts from 150,000 to 600,000 won. Gender-neutral designs are a common feature.
 
Young consumers in Korea, who particularly want to avoid wearing the same brands everyone wears, are spending on brands such as Ami Paris and Maison Margiela, known for their simple designs but not-too-common name value. Ami Paris’s white T-shirts have a simple red heart logo, while Maison Margiela has a stitch on the back of the clothing for which only those who know the brand would know to look.

BY YOO JI-YOEN [cho.jungwoo1@joongang.co.kr]
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