Il lusso sta sbarcando pure in Corea del Sud

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Sono sempre di più i marchi che stanno prestando la massima attenzione a investimenti in Corea. Basti pensare come le esportazioni di marchi italiani nel corso del 2022 abbiano fatto registrare un aumento pari al 4.4% in confronto al 2021. I settori che si sono maggiormente distinti dal punto di vista dell’export sono pelletteria, calzature, ma anche abbigliamento e gioielli.

mister dior bag

Le aziende che operano nel campo del lusso hanno messo la Corea del Sud nel “mirino”. Infatti, non è un caso che nel mondo del lusso si sta prestando sempre maggiore attenzione anche alle star coreane del K-Pop. I nomi di artisti come J-Hope, Suga e Jimin sono sempre più conosciuti nel campo del lusso, soprattutto perché sono a tutti gli effetti delle star sui social network.

Infatti, Jimin è stato selezionato come global ambassador di Dior, mentre Suga è stato scelto come brand ambassador di Valentino e, infine, J-Hope ha ricevuto un prezioso invito presso lo show di Louis Vuitton in quel di Parigi.

Si tratta, in realtà, di un fenomeno che ha delle radici ben più profonde. Infatti, i marchi del lusso avevano già cominciato ad adocchiare Seoul alla fine della prima decade degli anni Duemila, nella fase di espansione retail nel continente asiatico. Ebbene, sembra che tale trend si sia ripresentato.

Stando a quanto è stato riportato da Morgan Stanley, la spesa dei coreani per quanto concerne i beni di lusso nello scorso anno ha fatto un corposo balzo in avanti, pari addirittura al 24%, visto che ha toccato i 16,8 miliardi di dollari, che equivalgono a qualcosa come 325 euro pro capite. La crescita è stata inevitabilmente stimolata da due fattori ben precisi. Si tratta del costante arricchimento che ha caratterizzato la classe medio-alta, ma al contempo anche l’intenzione e il desiderio di far fare un salto di qualità al proprio status sociale mediante i brand.

Non è un caso, in effetti, che pure Bain&Co avesse rilevato nella Corea del Sud come uno dei mercati migliori per investire nel lusso. Difatti, durante il Worldwide luxury market monitor che è stato svelato durante l’Osservatorio Altagamma, durante lo scorso mese di novembre, si è parlato della Corea del Sud come di una nazione stellare.

Un mercato in forte crescita, che è stato affiancato da svariate scelte importanti che sono state fatte da parte dei marchi. Non è un caso, infatti, che già alla fine del 2021 Gucci avesse scelto come global ambassador l’attore Lee Jung-Jae, ovvero uno dei personaggi principali della serie tv Squid Game, che ha avuto un incredibile successo in tutto il mondo.

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47 commenti su “Il lusso sta sbarcando pure in Corea del Sud”

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