#1. Korea’s Top Fashion Imports & KITH Launch Highlights

📍In this issue

The increase in baby clothing imports reflects a shift toward premium products in the infant market. Although Korea’s birth rate is declining, parents are showing more interest in providing high-quality items for their children. This growing demand for better products is reflected in the import market. 

The rise in imports of sportswear and functional clothing indicates more demand for specialized apparel rather than everyday wear. The running boom and growing interest in community sports—along with unpredictable weather like climate change, fine dust, and extended rainy seasons—have boosted demand for stylish yet functional clothing.

On the other hand, the import market for men’s apparel has shown slower growth. Economic downturns over the past few years have dampened consumer sentiment in Korea. Men’s clothing appears to be the most affected category during these challenging times. 

Growing Popularity of Small Fashion Accessories like Eyeglasses and Hats

The fastest-growing imported fashion accessories are eyeglasses, handkerchiefs, and neckties. Hats, caps, shawls, and scarves have also shown strong growth.

On the other hand, imports of traditional accessories such as gloves, footwear, watches, and bags have largely stagnated.

Overall, Korean consumers’ interest is shifting toward smaller, lighter fashion accessories. Additionally, these items tend to be preferred as imports over domestically made products. This may be related to the fact that the domestic industry for items like eyeglasses is still dominated by many small-scale businesses.

Korea’s apparel import market is growing along a polarized consumer trend between premium and ultra-low-cost products.

Instead of targeting broad categories like “apparel” or “fashion accessories,” focus on specific product segments by market size and growth rate.

Imports of men’s apparel and traditional fashion accessories are stagnating. Meanwhile, demand is rising for baby clothing, functional apparel, and small items like eyeglasses and hats.

Launch Preparation Focused on a Complete Brand Experience

KITH’s expansion into Korea seems to have started with a proposal from the Korean fashion company Handsome. Since late 2021, Handsome has focused on building its imported brand portfolio by bringing in experienced talent. As part of that effort, KITH was likely identified as a high-potential brand.

The brand’s entry was officially announced in July 2023. The news spread rapidly across fashion communities, sparking strong curiosity among local consumers. Soon after, in-depth articles and blog posts began circulating—highlighting KITH’s identity, values, and what sets it apart from similar brands.

Unlike many global brands, KITH chose to open a flagship store instead of entering through department stores. The flagship store allowed KITH full creative control to tell its story and deliver an immersive brand experience. This decision showed KITH’s commitment to delivering a full brand experience, even if it meant higher upfront costs. 

Strategic Viral Marketing Built Up Step by Step

In May 2024, ahead of its Seoul store opening, KITH rolled out three key marketing tactics over just 10 days.

Results Backed by Thorough, Strategic Preparation

KITH’s launch campaign in Korea has been widely recognized as a great success. This is evident from several key indicators.

KITH went beyond creating online buzz—it sparked real consumer action. Around the store opening, online search volume soared to about 30 times the usual average. On opening day, over 700 people queued for entry, with some waiting as long as 14 hours.

Fortunately, KITH maintained this strong momentum after the launch. One article reported that more than 400,000 visitors came to KITH Seoul in the first year—an average of about 1,000 visitors per day. Additionally, an analyst report confirmed that KITH Seoul comfortably met its initial sales targets.

Korean consumers are attracted to foreign brands because they seek an exotic and immersive experience. In this context, KITH’s choice to open a flagship store—rather than entering through a department store—was an excellent decision. It allowed the brand to express its world in a sensory and distinctive way.

KITH executed a well-timed, multi-channel campaign, including pre-launch deep-dive articles and blogs, celebrity endorsements, limited-edition product releases, and invitation-only pre-opening events. This strategic approach generated strong marketing results.

Korean consumers tend to trust messages from peers or influencers more than direct brand communications. Instead of relying solely on its own promotions, KITH used an invite-only pre-opening party to encourage influencers to share authentic experiences and promote the brand in their own voices.

In the first half of 2025, the sports and outdoor apparel market experienced double-digit sales growth, led by brands like Descente and Fila, fueled by a running craze. With consumer sentiment expected to improve in the second half, further sales growth is anticipated. Meanwhile, golf wear, women's wear, and men's wear struggled due to weak demand and remained stagnant. Industry players are expected to pursue rebranding efforts to rejuvenate these sluggish segments.

US premium athleisure brand Alo Yoga opened its first Asian flagship store in Seoul, choosing it over Tokyo as a strategic hub. This decision reflects the global influence of Korean culture and the rapid growth of Korea’s athleisure market. The store includes a yoga studio and lounge to enrich the brand experience. Alo Yoga plans to establish a Korean subsidiary and expand into department stores to strengthen its local presence.

Tech-savvy middle-aged shoppers with strong purchasing power are emerging as key consumers. As shoppers in their 40s and 50s shift from department stores to convenient online platforms, fashion marketplaces are expanding their transaction volumes. Apparel companies are increasing research efforts to understand the fashion trends and lifestyles of this demographic.

Imports of Chinese-made clothing hit record highs in the first half of 2025. Cases of Chinese garments being relabeled as domestic products are on the rise, causing market disruption. The rapidly growing C-commerce platform Shein nearly quadrupled its domestic user base this year, quickly challenging local platforms like Ably and Zigzag.

Lotte and Hyundai Department Stores announced plans to buy back brand-name used clothing from customers. High-end department stores are entering the booming secondhand apparel market, which is growing at an annual rate of about 30%. This move is seen as a strategy to attract customers through the growing resale market.