Burberry Enters Korea's High Fashion Mecca | Be Korea-savvy

Burberry Enters Korea’s High Fashion Mecca


SEOUL, Oct. 2 (Korea Bizwire) - British luxury fashion brand Burberry has opened its first Korean flagship store in Cheongdam-dong, Seoul where the flagship stores of foreign brands are gathered in one place.

On October 1, Burberry officials announced the opening of a 13 story (two underground and 11 above ground level) flagship store. The exterior of the store is inspired by gabardine, the plaid textile used to make the brand’s iconic trench coats. The construction of the Seoul flagship store was overlooked by Christopher Bailey, the CEO and CCO (Chief Creative Officer) of Burberry, himself.


With Burberry opening its first flagship store in Korea, interest is building over foreign brands and their flagship stores located in the Cheongdam area. In the early 2000s, flagship stores were simply thought of as ‘large scale stores’. However, flagship stores have since become more important, as they are currently thought of as symbols that represent the influence and image of a brand.

In addition, the elevated status of Korea in the Asian market is another reason foreign brands are devoting themselves to building flagship stores in the Cheongdam area. Dior opened the largest flagship store in Cheongdam this June, and other brands including Chanel and Cartier will also open new stores or move to the Cheongdam area.

Fashion industry officials explain the importance of flagship stores. “Not only the Korean market, but also the Korean consumers who buy products from a brand are considered important. Flagship stores will play a large role in the Korean market, letting the heritage of a brand be known.”

Image Credit: Yonhap / photonews@koreabizwire.com

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