Korea

coronavirus hits Seoul
Brands
Events

Coronavirus affects fashion show in Seoul

As a number of infected in Korea reaches 3,000, Korea decides to cancel the Seoul Fashion Show. Show has to wait … Organisers planned to make a big celebration for the 20th anniversary of Seoul Fashion Week. Brands prepared their collections for demanding fashionistas. Dongdaemun Design Plaza (DDP), a snake-shaped architectural wonder, was decorated. Front row […]

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Knowledge

Korean miracle 30 years on: did it fail the Korean youth?

At the end of 1980’s Korea has finally started to see benefits of its export-oriented model: the number of goods the country was producing for international markets and their technological complexity grew, it was engaged in large scale construction projects in the Middle East, hosting Olympics and stood in the verge of democratization. Wages were […]

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Watches

IWC honours Korean customers with ‘S.Y. Lee’ Portofino limited-edition

IWC, Portofino and baseball are now strongly tied together by Lee Seung-yuop – a Korean baseball player. Serving 23 years as a major league player, Lee Seung-youp is a popular and legendary sport figure in Seoul. He had held an Asian home run record and a number of other achievements. In addition, Lee’s magnificent performance during […]

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Culture
Luxury customers
Marketing campaigns
Millennials

Luxury brands need to boost their eco-image in Seoul

Heavy air pollution and Seoul do not go together in minds of general public. Perhaps this is due to the China’s dominance of the environmental headlines. However over recent years, air quality in Seoul has deteriorated tremendously. Sky of dusty sandy yellow or even worse grey, masks, sneezing around has become a part of Seoul’s […]

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Art of Living
Brands
Luxury customers
Marketing campaigns
Millennials
Style

Dream world Chanel 24/7

In Seoul, Chanel launched a marketing campaign ’24/7 with Chanel sneakers’ to promote, obviously, the sneakers. Boasting crispy clean line and light color they have a lace with the brand name running through the full length of the lace, an element that distinguishes them from similar products of other brands.  It is not rare to […]

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Culture
Luxury customers
Style

A portrait of a Korean as a luxury man

Wealth in Korea continues to grow and helps to expand customer base for luxury brands. Women were pioneers but now more men are initiated into luxury spending, and brands need to focus more on their profile to choose best marketing tactics. Here is a quick portrait featuring some essentials of a male luxury customer in […]

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Culture

Meet the Luxury Code Ko.

Codes are important in luxury. Reneissance art, Baroque architecture and jewelry, little black dress, ballet – the list of Western luxury codes can go on and all of them are essential for creation and renewal of luxury. But what about Korea? The country is readily buying into Western luxury goods so it is natural to […]

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