Last Thursday, Korea was treated to a new fashion label in its midst- Massimo Dutti from the Spanish Inditex group. This follows just three years after Massimo’s sister brand, Zara, entered the country with their clothes. Zara has been in Korea since 2007, selling men’s and women’s clothes all over the country and now there are two Massimo Dutti stores for Koreans to enjoy in Southern Seoul. One is in the Garosugil fashion district in Sinsa-dong whilst the other is opposite Gangnam station. Whilst in other countries the store offers a suit tailoring service for men, this unfortunately is not available in the Korean stores.
According to the Zara Retail Korea company, the prices at the new Massimo Dutti stores are around 20 to 40% higher in prices than Zara and targets age groups between around 25 and 50 for men and women. The company is very well known for their classic design and high quality products, which are typically made from leather and other high quality textiles.
The Inditex group also owns fashion companies such as Bershka, Oysho, Stradivarius, Pull and Bear, Zara home and Uterque as well as Zara and Massimo Dutti. Apparently the company is hoping to introduce Bershka, which offers a more casual range of clothes, to Korea next year, though this remains unconfirmed.
Another Spanish brand entering Korea is further evidence of the competition of fast fashion between overseas brands where the latest styles are brought in each week to cater to trendsetters changing tastes. Recently, the Swedish store H&M opened their first Korean branch in central Seoul in Myeong-dong joining Spanish company Mango who have also recently opened there.
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