Luxury brands LV, Gucci, Balenciaga and Kenzo scramble to attract young S. Korean men

Luxury brands Louis Vuitton, Gucci, Balenciaga, and Kenzo are scrambling to attract South Korean men in their 20s and 30s, who are becoming major consumers.

Louis Vuitton is opening another ‘Mens’ store in South Korea at Lotte Department Store in August, the eighth in the country.

It also has a pop-up store for men in Seongsu-dong, eastern Seoul, which is open until July 31.

Gucci, Balenciaga, and Kenzo have also opened a series of stores for men in South Korea.

Department stores are also expanding luxury brand outlets for men.

Lotte Department Store’s new foreign fashion mall features 4,960 square meters of luxury brand stores for men.

Galleria Department Store opened South Korea’s first luxury mall for men in its Luxury Hall West last April.

While female customers are mainly interested in bags, male consumers show interest in a variety of products, such as shoes, wallets, glasses, and more.