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Sue Choi
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SEOUL, Nov 2-4, 2016

“Korean consumers are changing their shopping habits”

Before a Helsinki New Showcase in Seoul, we talked to our local partner, Sue Choi, about the development of the Korean market and the possibilities for Finnish brands.

South Korea is the world’s 11th biggest economy serving as a gateway to the Asian market in a whole, but apart from few examples, hasn’t been vastly explored by Finnish brands. This is a perfect opportunity for Helsinki New to set up a three-day pop for buyers and international media in the heart of buzzing Seoul.

In Seoul, we’re working with our local producer Sue Choi, who is a former fashion editor at Korean W Magazine and has since founded her own studio, MARK, where she works as a creative director, contents planner and art director with various clients in fashion and design.

Looking in from Finland, Korea is a style-savvy market with bold brands and encouraging development. The climate with four seasons and snow in the winter resembles that of the Finnish, which also makes it a feasible market for Finnish fashion brands.

But from an insider’s view, what is going on in the fashion market?

”The fashion scene in Korea is growing quite rapidly, but it is also polarized. The market division between luxury brands and SPA, or fast fashion, is growing, and a lot of designer brands are having a hard time in the changing situation. This also makes consumers change their shopping habits, as they are lacking ’valuable’ experience. I find Finnish design can be inspirational to these consumers, and the number of them is not small”, says Sue Choi.

According to Sue, young consumers influence the trends in a market where street fashion and independent designers are strong.

”Some designers I find interesting include 87mm, drinkscancode, 99percentis and coldframe studio.”

Helsinki New brings to Korea Mannisto.co and ONAR Studios. In order to build networks and pave way for further co-operation, the three-day program includes Mannisto and ONAR presentations and performances, with the first day dedicated to press, the second day to buyers and the third day for meetings and interviews.

Final tips from Sue – when marketing Finnish fashion and design to a Korean audience, there is something in particular she finds interesting and worth noticing.

”I was quite surprised to see how people are so natural and peaceful. Seoul, compared to Helsinki, is usually in high tension and very competitive. The way Finns find quality of life and are close to the nature in daily life is really inspiring.”

1 / 1

RELATED TO:

SEOUL, Nov 2-4, 2016

“Korean consumers are changing their shopping habits”

Before a Helsinki New Showcase in Seoul, we talked to our local partner, Sue Choi, about the development of the Korean market and the possibilities for Finnish brands.

South Korea is the world’s 11th biggest economy serving as a gateway to the Asian market in a whole, but apart from few examples, hasn’t been vastly explored by Finnish brands. This is a perfect opportunity for Helsinki New to set up a three-day pop for buyers and international media in the heart of buzzing Seoul.

In Seoul, we’re working with our local producer Sue Choi, who is a former fashion editor at Korean W Magazine and has since founded her own studio, MARK, where she works as a creative director, contents planner and art director with various clients in fashion and design.

Looking in from Finland, Korea is a style-savvy market with bold brands and encouraging development. The climate with four seasons and snow in the winter resembles that of the Finnish, which also makes it a feasible market for Finnish fashion brands.

But from an insider’s view, what is going on in the fashion market?

”The fashion scene in Korea is growing quite rapidly, but it is also polarized. The market division between luxury brands and SPA, or fast fashion, is growing, and a lot of designer brands are having a hard time in the changing situation. This also makes consumers change their shopping habits, as they are lacking ’valuable’ experience. I find Finnish design can be inspirational to these consumers, and the number of them is not small”, says Sue Choi.

According to Sue, young consumers influence the trends in a market where street fashion and independent designers are strong.

”Some designers I find interesting include 87mm, drinkscancode, 99percentis and coldframe studio.”

Helsinki New brings to Korea Mannisto.co and ONAR Studios. In order to build networks and pave way for further co-operation, the three-day program includes Mannisto and ONAR presentations and performances, with the first day dedicated to press, the second day to buyers and the third day for meetings and interviews.

Final tips from Sue – when marketing Finnish fashion and design to a Korean audience, there is something in particular she finds interesting and worth noticing.

”I was quite surprised to see how people are so natural and peaceful. Seoul, compared to Helsinki, is usually in high tension and very competitive. The way Finns find quality of life and are close to the nature in daily life is really inspiring.”


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