Korean fashion - why is it so popular?

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 clothes become so widespread and began to dictate new fashion trends alongside well-known French and Italian brands? All this we will discuss later in the article.

The beginning of success

Korean fashion enjoys special state support. It all began in 1960, when in Seoul (the capital of the republic) began to open clothing factories to create new jobs and strengthen the economy. Korean clothing quickly 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 demands in the best way.

A powerful impetus for fashion expansion was the pop culture K-pop. Korean singers became known first in Asia, and then around the world, and their fans began to adopt the style of their idols. Worth only Kwon Ji-yong (scenic pseudonym G-Dragon), the soloist of Big Bang, to appear on the camera in a new thing, as fans sweep her off the shelves of stores.

Conditions for growth

The state quickly realized that not only the Samsung, LG and Hyundai vehicles, 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 impact 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 financed by the City Council of Seoul, which gives an opportunity to participate in the show not only to eminent brands, but also to little-known beginners who can also rely on public investment .

A democratic society, a large population, a 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 no surprise that the Korean fashion is developing at a rapid pace.

The ideological inspirer

But it will not be absolutely accurate to say that absolutely all brands create and sell their unique products. Korean style borrowed much from Japanese, which became famous for its quality, originality, individualism and the ability to foresee what will be fashionable tomorrow. But only clothes from the Land of the Rising Sun are very expensive, and it's very difficult to break into the designer-beginner at Tokyo Fashion Week.

And for goods from Korea, prices are much more democratic, its range is updated very quickly. This allows you to follow the new trends without much damage to the wallet and often change the style.

Sly marketing

Korean fashion is not art, but first of all business. This approach is shared by many brands. Perhaps this is why the sales technologies in Korea have reached unprecedented heights. For example, the middle-class brand Cres E Dim has its own daughter brand Dim E Cres, which repeats its models, but from cheaper materials, the ones embracing the less affluent segment of buyers. And the proceeds from the sale of more affordable clothing often exceed the income from selling expensive things. This allows leading designer Cres E Dim Kim Hong Bam to create innovative, experimental models for their shows, which receive a warm welcome from buyers, and the cycle is repeated again.

Mutually beneficial coexistence

Symbiosis of fashion and show business in Korea is an even more curious phenomenon. Designers give things from their collections to young but promising singers and actors. If they manage to achieve greater recognition, they not only become a walking brand advertisement, but also willingly agree to participate in the shows and other types of cooperation.

Musical companies actively participate in the modeling business. For example, YG Entertainment (an organization that promoted groups such as Big Bang, Winner, 2NE1 and singer Psy) owns the agency K-Plus Models, the brand of clothing Nonagon and the cosmetic brand Moonshot. It is not hard to guess who will first of all advertise their products. In many respects this is the principle by which the Korean fashion lives. Dresses, cosmetics, accessories, care products, which are advertised by the stars - all this and much more becomes sales hits.

A practical approach

Korean designers manage to follow only the most promising trends, bring their own new ideas, but at the same time remain rather mundane. Fancy dresses, which the giants of world fashion like to boast at their shows, is a work of art, but in normal life no one will wear them, and therefore will not buy. The combination of attractive appearance and practicality is one of the main advantages of the Korean style and the secret of its popularity.