Asian expansion strategy by Korean workwear company as demand for blue-collar style grow among the younger populace in the region
In the bustling city of Goyang, Gyeonggi, South Korea, the Korea International Safety and Health Show took place from July 7 to 10. Among the exhibitors was the established workwear brand, Boldest, showcasing their products at the event held at Kintex.
While the focus of the show was on safety and health, the broader trend of Korean fashion brands expanding overseas was evident. One such brand, Hazzys, recently launched an online store targeting a global audience. The store, which supports multiple languages, is part of the current surge of Korean fashion brands moving into key international markets, particularly Europe, China, and Japan.
The city government of Seoul is actively encouraging this expansion, with agreements to strengthen cooperation between Seoul Fashion Week and Milan Fashion Week aiming to raise the global profile of Korean brands through Italy's premier fashion platform. Major platforms like Musinsa are also aggressively targeting East Asian markets, with plans for offline stores and a goal of onboarding thousands of brands to hit multi-billion-dollar overseas sales.
Independent Korean brands, including younger casual and designer labels, are also gaining visibility and sales via digital platforms and curated online promotions. Brands like Mattankim, associated with Musinsa management, have opened flagship stores in Japan, reflecting a model that Boldest and Hazzys could potentially follow.
While specific details on Boldest and Hazzys' overseas expansion were not provided, it is reasonable to infer that these established Korean fashion brands are likely aligning their strategies with broader industry movements. By entering key Asian markets like China and Japan or participating in global fashion events supported by Seoul and international city partnerships, they are poised to capitalise on the growing interest in East Asian fashion.
As the fashion world continues to evolve, it will be interesting to see how Boldest and Hazzys navigate the landscape of overseas expansion and contribute to the growing influence of Korean fashion on the global stage.
- The surge of Korean fashion brands moving into key international markets, such as Europe, China, and Japan, includes the established workwear brand Boldest and the online store of Hazzys, demonstrating the broader trend in the industry.
- In addition to Boldest and Hazzys, independent Korean brands, ranging from casual to designer labels, are gaining visibility and sales through digital platforms and curated online promotions, like Mattankim in Japan, signifying a potential model for expansion.
- Major platforms, such as Musinsa, are aggressively targeting East Asian markets, planning for offline stores and aiming to onboard thousands of brands, with the goal of achieving multi-billion-dollar overseas sales, which could inspire other businesses in the fashion industry.
- The city government of Seoul is actively cooperating with Milan Fashion Week to raise the global profile of Korean brands, demonstrating how fashion-focused business opportunities are complemented by international partnerships, even in industries beyond fashion.
- As the environmental and social impacts of the fashion industry continue to be a pressing concern, it will be crucial for fashion brands like Boldest and Hazzys to consider aspects like sustainability and ethical practices in their strategies for overseas expansion and growth.
