Kathleen Kye: Compared with Western fashion culture, the biggest feature of Korean or Oriental fashion culture is that brands are better at communicating with customers and understanding their ideas better.
Lee Gayeon: I think Korean consumers are more sensitive to media exposure than their Western counterparts.
Lee Chung Chung: I think the common denominator is the way of understanding and approaching fashion itself, and the difference is that Korean fashion culture may be more flexible and receptive to change.
Hong Hyejin: The common point is that both South Korea and the West follow the same fashion trends. The difference is that South Korea is more sensitive to fashion trends, while Western fashion culture is more independent and subjective. But we seem to be entering an era of multiple styles based on personal preference and identity, in which few styles or behaviors are a clear trend.
KoTae Yong: Compared with Western fashion culture, which takes a long time to develop its own style, Korean fashion culture has been formed in a short time, so Korean brands should look for a classical sense that can highlight the "Korean" unique, which I don't think necessarily refers to the traditional clothes of the past.
In your opinion, what are the preferences and differences between Chinese and Korean consumers in fashion consumption?
Kathleen Kye: Chinese consumers are more open to challenge than Korean consumers and are more open to a variety of styles. In the process of consumption, Chinese consumers pay more attention to the style and design of clothing than brand fame.
Hong Hyejin: Korean consumers want to digest fashion trends according to their own preferences, while Chinese consumers are more willing to choose a fashion trend directly, so the fashion concepts and design details advocated by designers and brands in the two countries are slightly different.
Lee Chung Chung: In addition to the fact that consumers in both countries have very similar consumption patterns, they tend to choose brands that are more well-known or have higher value. The difference now is that South Korean consumers are more willing to try new challenges.
Lee Gayeon: In recent years, as the Chinese market has become more aware of Korean brands, there has been an increase in multi-concept fashion collection stores.
KoTae Yong: Chinese and Korean consumers make up a large share of the luxury market, because young consumers in both countries are very active, and Generation MZ consumers are very interested in fashion trends and luxury goods.
