Korea's 'Rare Market' Sells Alternatives to Global Designer Brands
Laura McQuarrie — May 13, 2016 — Fashion
There's a lot of competition between global luxury brands that want to win over the hearts of consumers in Korea, but Rare Market is a concept shop that diverges from
other retailers in this area. This fashion shop caters to consumers who want to stand out and be recognized for their own style, not a designer brand name.
The shop in Seoul was co-founded by two friends who were on a mission to bring obscure designer brands to Korea. As a result, the pair have six annual buying trips, where they bring back an assortment of globally inspired pieces from everywhere from New York to Russia. Co-founder Jessica Jung says: "In Korea, it’s always Chanel, or Louis Vuitton, or Gucci, but now we have people coming in and saying, ‘Oh, what brand is this?'"
As well as having a foothold in Korea among a new generation of style-conscious women, Rebel Market has global appeal—it launched its own in-house line, We11Done, in collaboration with American 'Man Repeller' blogger Leandra Medine.
other retailers in this area. This fashion shop caters to consumers who want to stand out and be recognized for their own style, not a designer brand name.
The shop in Seoul was co-founded by two friends who were on a mission to bring obscure designer brands to Korea. As a result, the pair have six annual buying trips, where they bring back an assortment of globally inspired pieces from everywhere from New York to Russia. Co-founder Jessica Jung says: "In Korea, it’s always Chanel, or Louis Vuitton, or Gucci, but now we have people coming in and saying, ‘Oh, what brand is this?'"
As well as having a foothold in Korea among a new generation of style-conscious women, Rebel Market has global appeal—it launched its own in-house line, We11Done, in collaboration with American 'Man Repeller' blogger Leandra Medine.
Trend Themes
1. Alternative Fashion - Rare Market caters to consumers who want to stand out and be recognized for their own style, not a designer brand name.
2. Obscure Designer Brands - The founders of Rare Market bring back an assortment of globally inspired pieces from obscure designer brands during their buying trips.
3. Global Appeal - Rare Market's in-house line, We11Done, in collaboration with American 'Man Repeller' blogger Leandra Medine, has gained global appeal.
Industry Implications
1. Fashion Retail - Rare Market's focus on alternative fashion presents disruptive innovation opportunities in the fashion retail industry.
2. Designer Brand Distribution - The success of Rare Market in bringing obscure designer brands to Korea opens up opportunities for disruptive innovation in the designer brand distribution industry.
3. Fashion Collaboration - We11Done's collaboration with Leandra Medine demonstrates the potential for disruptive innovation in the fashion collaboration industry.
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