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Korean Designer Brand Awareness has increased That Loved by Generation ZIntroducing the reasons for the increase in popularity of Korean designer brands and brands
Lee kyeongmin | 승인 2022.12.06 |(551호)

 Currently, Korean designer brands are increasingly popular among Generation Z. An online select shop is a store that collects and sells two or more branded products in one store and has many brands. Recently, online select shops also have a number of Korean designer brands. As a result, Generation Z consumed many online select shops, which led to the entry of select shops into department stores. '29CM' in The Hyundai Seoul and 'WConcept' in Shinsegae Department Store's Gangnam branch have proven the popularity of online select shops.

 In addition, companies are increasingly wanting to collaborate with Korean designer brands, for example, the global sports brand 'Asics' collaborated with Korean designer brand 'Andersson Bell' and a Samsung mobile phone 'Z Flip 3' was collabrated with golf wear brand 'Piv'vee' that was launched by fashion influencer 'Nani' and the result was well received. As a result, it can be seen that the position of Korean designer brands is increasing.

 Generation Z reveals themselves with style. Using various products and mainly pursues pretty clothes that can be worn comfortably in daily life. So, designer brands, whether it's foreign or korean brand, gained popularity as the number of consumers increased, but Generation Z is inclined to Korean brands. The individuality of Korean brands is more sensational, so that attracting consumers' attention as the brand itself creates a trend of design. In addition to the design tailored to Korean consumers, the low price and easy access are the attractiveness of Korean designer brands. So, what Korean designer brands have emerged recently?

 First of all, ▲ Codegraphy is a utility street wear brand. It is a brand that proposes a wearable design by combining functional elements and unique graphic mood based on utility sensitivity. The second is the ▲ Satur. Satur is gaining popularity among Generation Z men as a brand that sells clothes that can be worn comfortably in vacation spots and in daily life. In addition, Satur shows various activities such as CEO Son Ho-chul values communication with consumers through Instagram, promoting through YouTube and more. The last one is ▲ Sienne. Sienne means 'Hers' in French. It expresses Sienne's identity, which tells the story of fashion. The clothes we wear have become today's story and are a brand that aims to express beauty and self through clothes produced inspired by daily stories.

 So far, we have looked into the rising recognition of Korean designer brands and why, and we have looked into some of Korean brands. With the development of the Internet, the number of online stores has increased, and now anyone can try making a brand themselves who wants to, so there is competition among apparel companies. As a result, clothing brands have increased, allowing consumers to experience many clothes with more choices. In a fierce competition, the fact that Korean designer brands currently have an advantage over foreign brands is a positive factor for Korea's clothing business or culture. In the future, we hope that more ideas will accumulate to create Korea's unique personality and that the future will come when Korea leads clothing culture.

Lee kyeongmin  iyt1729@kunsan.ac.kr

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