South Korean fashion companies are pursuing a dual-track strategy to offset sluggish domestic demand—expanding their presence in China while bolstering high-end imported brand offerings in the local market.
According to industry sources on August 10, Misto Holdings and Kolon FnC are ramping up efforts in both directions to maintain brand identity while diversifying markets, aiming for both revenue growth and a broader customer base.
Misto Holdings last month opened its first Greater China store for French casual brand Marithé François Girbaud in Shanghai’s Xintiandi district, hosting events such as DIY eco-bag workshops, a photo booth, and a lucky draw. A surprise visit by popular Chinese actor Xu Yuehan further boosted exposure on social media. The company plans to open three more locations in key cities like Hangzhou and Beijing, targeting affluent consumers by securing space in top shopping malls such as iapm, IN77, and Taikoo Li.
In addition to Marithé François Girbaud, Misto distributes MZ generation–focused brands including Matin Kim, Rave, and Rest & Recreation in Greater China, leveraging long-standing local networks and localized marketing to establish each brand’s presence without diluting its identity.
In the domestic market, Kolon FnC is focusing on differentiated customer experiences through imported brands. This month, it will officially launch French high-end streetwear label Drôle de Monsieur and Italian luxury designer brand Diatico in South Korea. Drôle de Monsieur, known for its witty slogan “Not from Paris Madame,” blends 1970s sportswear and 1990s French hip-hop street culture. Its first standalone store in Korea will open at The Hyundai Seoul this month. Diatico, recognized for modern structural aesthetics and refined silhouettes, will debut its first Asian store at Galleria Department Store’s luxury hall, targeting high-end female shoppers.
Kolon FnC also distributes other global brands such as Valextra, Kate, and Number 21 to meet the needs of discerning consumers.
Industry observers view this “two-track” approach as a practical response to both domestic market stagnation and global expansion opportunities. By maintaining a premium imported brand identity at home while scaling up casual and MZ-focused brands abroad, K-Fashion companies are reducing dependence on a single market and building multi-layered brand portfolios for long-term survival.
