Merchandising/Marketing/Retailing: Branding

Understanding the Success Factors Behind South Korean Emerging Designer Brands: A Comprehensive Case Study

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Abstract

The South Korean fashion industry is undergoing significant change with the emergence of small-scale designer brands, which have seen average sales profits of around 100 billion won (approx. 85 million USD) (Kee, 2024). These new brands face challenges such as low brand awareness and professional management difficulties in a saturated market (Oh & Nah, 2015; Shim, 2017). Successful established brands differentiate themselves through strong retail strategies, focusing on brand identity, storytelling, and multi-channel distribution (Lehrer & Trenz, 2022; Ma, 2019; Ross & Harradine, 2011). This study investigated four established brands—Instant Funk, Matin Kim, Ader Error, and Mardi Mercredi—through direct observation of their physical stores, gathering insights into their operations and consumer experiences. Each brand showcased distinctive design elements, such as thematic concepts and engaging store facilities, enhancing the overall shopping experience and connecting with Millennials and Generation Z consumers (Uh & Ha, 2020).

Keywords: South Korea, emerging designer, brands, retail

How to Cite:

Park, D., Hwang, J. & Hahn, K. H., (2025) “Understanding the Success Factors Behind South Korean Emerging Designer Brands: A Comprehensive Case Study”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18512