Korean Fashion Brands Face Resistance in China Market

The size of China's apparel market has tripled in the past decade, becoming the largest and most important market in the world with Europe and the United States.

Therefore, it is not surprising that Korean fashion companies have infiltrated the Chinese market in the last 10 years. However, due to the lack of long-term strategies and insufficient understanding of Chinese culture at the same time, most of these Korean companies entering the Chinese market have come to an end.

Jessi new york and lg fashion are a few of the few Korean companies that have succeeded in the Chinese market. Their success is due to the localization strategy and brand differentiation.

The women's casual wear brand jessi new york was launched in 1998 and began accessing the Chinese market in 2005.

Jessi new york said that the company has established factories and R&D centers specifically targeting the Chinese market in order to understand this market well. Since 2009, Jessi New York has been expanding its distribution channels, laying the foundation for future business expansion. At present, jesi new york is mainly sold in Chinese department stores. Jessi new york can be found in more than 40 high-end shopping malls in Beijing, Shanghai, Hangzhou, Nanjing and Tianjin.

Industry experts said that the success of Jessi New York is mainly due to its localization strategy. It belongs to a large group in South Korea and therefore has strong financial strength, but it spends a lot of time planning and investing cautiously.

At present, there are 120 employees in the Jessi New York (China) Corporation, and approximately 80% are Chinese. Jessi New York plans to open more than 60 stores in China.

The hazzys of lg fashion is South Korea's three major casual wear brands. Hazzys entered the Chinese market in 2007. Since then, its sales have increased by 100%, and it has opened 150 stores in China.

Lg fashion has many brands, such as lafuma and tngt. In addition to operating in the Chinese market, it also expands its business to other Asian countries and regions. For example, Hazzys opened a store in Taiwan last May and became the first Korean brand to open a store in Taiwan. Recently, hazzys also signed a cooperation agreement with a distributor in Thailand.

According to koo bon-keul, president of lg fashion, “We are committed to making hazzys a global brand, not only in China and Southeast Asia, but also to enter the world is our strategic goal.”

The Korean fashion style is unique, blending the style of traditional Hanbok with modern design style. Korean clothing has many fans in Chinese consumption, and even some Chinese manufacturers imitate "Korean style" to create their own clothing. Among the young people in China, there has been a wave of “Kazakhstan and South Korea” and Korean clothing has sold well.