Luxury brands expand their range of products for children in South Korea

Products aimed at children from international luxury brands such as Burberry, Moncler and Dior are growing in popularity in South Korea. This is reported by the Korea Times, citing industry sources. South Korea has the lowest birth rate in the world, with less than one child per female in 2018. This already results in a low number of students of primary school age. In line with the saying: “Only one child and raise it well”, many Korean parents follow this motto and spend generously on their offspring. Clothing for infants requires KC certification to be approved for import and distribution in Korea.

Yet products for children from luxury brands are almost as expensive as those for adults. A school bag and coat from Burberry, for example, costs between the equivalent of 830 and 1,150 US dollars. Padded jackets by Moncler cost over 1,000 US dollars and were often sold out last year. The South Korean luxury department stores’ “Galleria Department Store” recently opened a pop-up store with children’s clothing by the brand Thom Browne. Thom Browne is a luxury fashion brand from New York that became famous in South Korea after stars such as the rapper G-Dragon and the boy band BTS wore corresponding clothing and accessories.

According to a department store employee, the demand for children’s clothing collections from luxury brands is currently growing considerably. Department stores such as Shinsegae and Hyundai opened numerous boutiques of luxury brands in their branches and did good business with them, the employee said. According to the Korean Textile Industry Association, the volume of the domestic apparel market was about US$32 billion last year, ending with a 7.5 per cent increase. The market for children’s clothing, on the other hand, grew by 16.8 per cent in the same period, more than doubling to 1.2 billion US dollars.

Certifications for the Korean market are a complex hurdle and difficult to navigate due to different authorities and certification systems. With over 15 years of experience in the certification business, MPR International GmbH is your best contact for competent service when it comes to exporting to Korea. For example, KC Safety is relevant for electronics and household products, which are mostly intended for consumers, as well as products for children and babies.

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Julian Busch

About the author: Julian Busch is the founder and managing director of MPR International GmbH

Publisher: MPR International GmbH

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