French luxury brand Isabel Marant CEO Catherine Bisson recently visited South Korea to directly examine the rapidly growing Korean fashion market and connect with local consumers. This marks the very first time an Isabel Marant CEO has officially visited the country.
Meeting at the Isabel Marant flagship store in Cheongdam-dong, Seoul, Bisson stated, “Korea's culture, food, and music are gaining massive popularity worldwide. Personally, I am always amazed by the sophisticated tastes of Korean consumers.” She added, “Korea holds immense influence not just in Asia but across the global market, and our headquarters views Korea as a critical market. It is no longer just a country where we export products, but a place we must actively listen to.”
During her itinerary, the CEO planned to visit major department stores including The Hyundai Seoul, Shinsegae Gangnam, as well as locations in Pangyo, Busan, and Daegu. Out of roughly 100 Isabel Marant stores globally, 20 are situated inside South Korean department stores. While China and Japan operate through direct stores, the brand has maintained a successful partnership with LF in Korea since 2008. Bisson noted, “I was amazed by the exceptionally high loyalty Korean consumers show toward the brand and retail channels. VIP programs and membership systems are areas we need to learn from and strengthen.”
While Korean buyers previously traveled abroad to source famous items for the domestic market, Bisson explained that Korean culture and tastes now directly influence international luxury brands. She mentioned, “Because France has mild weather year-round, we never really considered heavy outerwear categories. However, observing the clear distinctions between summer and winter in the Korean market helped us learn what products sell well in both cold and warm climates, which now influences the global Isabel Marant collection.”
Looking ahead, Bisson highlighted product competitiveness, brand messaging, and retail networks as the key areas she wishes to strengthen in the South Korean market. She expressed a desire to elevate product lines so people immediately associate Isabel Marant with handbags, and to transform stores into places that offer memorable experiences rather than mere retail transactions. Regarding differences from other French brands like Ami and Jacquemus in Korea, she remarked that unlike brands heavily reliant on prominent logos, Isabel Marant pieces are instantly recognizable purely through their unique design, such as bohemian styles and tailored silhouettes combining short skirts with broad shoulders.
The Cheongdam flagship store also showcased a preview of the upcoming Spring/Summer (S/S) collection. The first floor featured various spring and summer garments incorporating handcrafted embroidery and beads to interpret bohemian styles through a modern lens. The wedge sneaker model “Beckett,” which gained fame after being worn by BeyoncΓ© in her “Love on Top” music video in 2013 and recently regained popularity, is also currently available for purchase.
