[Edaily Reporter KIM JUNG YOU ] "We aim to become the leading platform connecting domestic fashion (K-Fashion) brands with domestic and international buyers."

Seong Rae-eun, President of the Korea Fashion Association (and Vice President ofYoungoneHoldings(009970) ), made these remarks in her opening address at the global fashion trade show “K-Fashion Connect,” held on the 22nd at The Platz in COEX, Seoul. “We will not stop at simply showcasing excellent fashion products; we will serve as a bridge for the growth of K-Fashion by connecting brands with buyers, and companies with markets,” she said.

◇Design, Manufacturing, and Distribution Must Be Organically Connected
K-Fashion Connect is an event that made its debut this year as the “K-Fashion Business Platform,” following an expansion and reorganization of the “Trend Fair,” a fashion trade show that has been held since 2019. In addition to basic business consultations, the event organically integrates global distribution networks, K-content, and the domestic manufacturing base. It is hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Fashion Association.

Chairman Seong emphasized, “We have created a space where diverse stakeholders—including designers, manufacturers, domestic and international buyers, brands, and distributors—can communicate in one place and forge new business opportunities,” adding, “Just as a single thread is woven into a garment, it is crucial that yarn and fabric, design and manufacturing, and brands and distribution are organically connected.”

Chairman Seong has repeatedly emphasized the concept of “connection” in K-Fashion. By highlighting the importance of organic collaboration among manufacturers, brands, and distributors, he has worked with the Ministry of Trade, Industry and Energy to gather diverse insights from the field. The expansion and reorganization of this year’s K-Fashion Connect is part of these ongoing efforts. The Korea Fashion Association also plans to launch new initiatives, such as establishing a production system for “K-Fashion Goods” that links the intellectual property (IP) of HYBE(352820)with domestic apparel manufacturing.

This year’s event drew 95 domestic fashion companies and over 2,000 buyers from Korea and abroad. Notable participants included the U.S. premium department store “Saks Fifth Avenue” and Japan’s “Parco” from the global offline retail sector, as well as e-commerce platforms such as “Shopee” and “Lazada.” Domestically, participants included Lotte, Shinsegae Co.,Ltd., Hyundai Department Stores, Musinsa, and SSG CO., LTD.

◇ K-Fashion Brands at the Event: “We Need to Expand Offline and Overseas Sales Channels”
Most of the K-fashion brands encountered at the event that day expressed high expectations for expanding their offline sales channels. Ki Hyun-ho, CEO of the Namsung men’s fashion brand “New-E,” said, “As a new brand that launched in Korea last January, we haven’t had many opportunities to meet domestic buyers.” He added, “Since our brand presents collections centered on the theme of human ‘emotions,’ we need to effectively showcase the characteristics of our fabrics and materials. That’s why we’re seeking to enter offline distribution channels such as department stores.”

Jeong Ji-yoon, CEO of “Le So,” a women’s eco-friendly bag brand, also aims to expand offline sales channels and enter global markets. “We’re working to expand exports to Japan and Europe by leveraging our unique materials,” she said. “I’ve heard that many overseas buyers will attend this year’s event, so I have high expectations.”

“Tap in Shift,” a lifestyle brand that produces bags and clothing, drew attention with a booth highlighting the competitiveness of its proprietary materials. The brand has developed “Pelpoly,” its own material based on DuPont’s “Teabag,” and is applying it to a variety of bag styles. The material is characterized by its maximized lightness and durability. Tap in Shift also plans to use this event as a springboard to expand into brick-and-mortar stores as well as markets in the U.S. and Europe.

Additionally, “Love Accessory,” a women’s fashion brand showcasing hats and clothing with a European aesthetic, participated in the event with the goal of entering department stores and boutiques. CEO Jeong Ju-hee stated, “We plan to actively meet with overseas buyers,” adding, “While we are currently present in some parts of the Middle East, we are seeking to further expand our sales channels to the U.S., Japan, and Russia.”

In fact, more overseas buyers were spotted at the event venue this year compared to previous years. Bruce Pask, Director of Saks Fifth Avenue, who was invited as a VIP guest, and others toured various booths and showed interest even before the opening ceremony began. A fashion industry official met at the venue said, “I understand that during the process of integrating and reorganizing the event, the perspectives of the participants (brands) were reflected in various aspects, such as the exhibition concept and the scale of invitations extended to overseas buyers,” adding, “K-fashion brands’ desire to expand their offline and overseas sales channels is greater than ever.”