Overseas fashion brands are increasingly investing in product development tailored to local consumers to sustain long-term operations in the Korean market. Moving beyond simply importing their own collections, they are co-developing products that reflect Korean body types and preferences while expanding store networks to align with domestic distribution environments. French contemporary brand Vanessa Bruno is also intensifying its localization efforts as it marks its 17th year of operation in Korea.
According to the fashion industry on the 15th, Vanessa Bruno's domestic sales in September increased by approximately 50% compared to the same period last year. Sales at Shinsegae Gangnam store rose by 80% during the same period. As the brand celebrates its 30th anniversary since launch, it continues to refine product assortments targeting Korean consumers and expand its offline store network.
Vanessa Bruno was founded in Paris, France, in 1996. Since LF launched the brand in Korea in 2009, this marks its 17th year of business operations in the country. LF has introduced collections from the French headquarters to domestic markets while simultaneously co-developing products with the headquarters that reflect Korean consumers' body types and preferences. Collaboration is conducted by sharing consumer feedback observed in domestic stores with the headquarters and proposing new materials and designs.
For the 26FW (fall/winter) season, coats featuring fits preferred by Korean consumers will incorporate newly developed herringbone fabric created by the French headquarters. The brand will also introduce fake fur hooded jumpers targeting the 2030 age group and gradient-color bouclé cardigans. This approach maintains Vanessa Bruno's French contemporary style while adding products with high preference in the Korean market.
The same reason explains why localization has become crucial for overseas brands operating domestically. Even well-known international brands may differ from their home countries in terms of body types, preferred colors, fits, and price ranges among Korean consumers.
To mark its 30th anniversary this year, Vanessa Bruno is also launching re-editions that reinterpret signature products in a modern way. The 'Lune Bag,' originally introduced at the brand's 1996 launch, has been redesigned with an elongated horizontal proportion and extended handle and strap lengths. Italian leather was used to enhance the material's texture.
The 26FW collection will feature 'Modern Protection,' which reinterprets the brand's bohemian sensibility in a contemporary manner. Casual and practical elements have been added to raw denim, ruffled blouses, and deep-toned knits. The tassel-decorated cape-style outerwear released in September achieved a 50% sell-through rate within two weeks of launch.
Domestic stores are also expanding. A new store opened at Hyundai Department Store Jungdong branch last August, with an additional location planned for Starfield Hanam in October. The 30th-anniversary pop-up 'Chapter 30' will run until the 18th of next month at LF's premium edited shop Raum East.
Vanessa Bruno continues its domestic operations by sharing consumer feedback gathered in the Korean market with its French headquarters. This approach maintains the brand's identity rooted in France while increasing products that Korean consumers actively seek. This year's sales growth and new store expansion align with this strategic direction for domestic business.
An industry executive stated, "For overseas brands to sustain long-term operations in Korea, simply selling products designated by headquarters is insufficient." They added, "It is crucial to understand Korean consumers' body types, preferences, and purchasing patterns and reflect these insights in product planning with the headquarters."
in LIVING
