What's Happening?
South Korean fashion brand Time is set to make its European retail debut with a two-month pop-up at the Samaritaine Paris department store, starting August 30. This marks the brand's first retail location outside South Korea and is a significant step in its parent company Handsome Corp.'s global expansion strategy. Time, backed by the Hyundai Department Store Group, aims to elevate its status to a luxury lifestyle label recognized internationally. The pop-up will feature pieces from Time's Fall 2025 collection, including jackets, coats, and accessories. The brand is also expanding its lifestyle offerings with tableware, decorative objects, and a soon-to-launch fragrance. The pop-up is a precursor to a planned flagship store in Paris, expected to open in 2026.
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Why It's Important?
The international debut of Time in Paris is a strategic move to capitalize on the global popularity of Korean culture, including fashion. By establishing a presence in Paris, a city known for setting global fashion standards, Time aims to gain international recognition and credibility. This expansion could position Time as a leading luxury brand in the global market, potentially increasing its market share and influence. The move also reflects a broader trend of Korean brands seeking to expand their footprint in international markets, leveraging cultural appeal and innovative design. Success in Paris could pave the way for further international expansion and collaborations.
What's Next?
Following the pop-up, Time plans to open a flagship store in Seoul by the end of 2025, which will serve as a brand experience center. The company is also considering locations for a Paris flagship store, with potential sites on Rue Saint-Honoré or in the Marais district. The success of the Samaritaine pop-up will likely influence these plans. Additionally, Time's upcoming runway show in October during Paris Fashion Week will introduce a new bag line, aiming to attract new customers and expand its product offerings. The brand's strategy includes cultural collaborations and marketing efforts to appeal to local and international audiences.
Beyond the Headlines
Time's expansion into the European market highlights the increasing influence of Korean fashion on global trends. The brand's focus on lifestyle products, such as fragrances and home decor, indicates a shift towards a more holistic brand experience. This approach aligns with consumer preferences for brands that offer a comprehensive lifestyle rather than just fashion. The involvement of female creative director Choi Jung In also underscores the growing role of women in leadership positions within the fashion industry, potentially inspiring more diversity and innovation in design and brand strategy.
