Korean-branded bags are becoming more popular than ever here and even gaining global recognition.

2013-09-25 18:52

Bag makers gain growth momentum

By Rachel Lee

Domestic bags are becoming more popular than ever here and even gaining global recognition. According to the industry, such local brands as Helianthus, rouge& lounge, L’inoui and Tally, have grown to the level where some of them are ready to expand their business abroad. Both newly launched and established bag manufacturers have also been welcomed by the country’s major department stores in the past few years, competing with international designer brands.“We have introduced some of the best Korean brands in our stores nationwide since there are a lot of high quality products, which are better than imported luxury bags,” said a Lotte Department Store spokesman. “We are planning to continue to look out for more local bag makers with a lot of potential.”

L’inoui, a leather bag manufacturer known for its popular suitcase among celebrities, is one of the local brands that have grown steadily to vie with global luxury bag makers.

The company began to grow quickly after generating strong sales in the department chain’s three pop-up stores last May. According to the bag manufacturer, it plans to further expand its business in the country in addition to the two stores that opened a month ago in the department store.

Helianthus, a designer handbag brand launched in 2011, has first gained popularity among foreign tourists since opening its first shop in the Gangnam District, the most affluent and fashionable area of Seoul. The company, famous for its variety of bag patterns and high quality leather, has since entered Shinsegae Department Store and Lotte Department Store.

“A large number of Japanese and Chinese customers make inquiries about purchasing our products on our Facebook page,” said the company spokesman. “We are planning to expand our overseas business to Japan, China, Hong Kong and other Asian countries next year.”

Newly launched brand Talli run by Daeyang International already runs nine stores nationwide including its flagship stores and department stores. According to the company, the leather bag maker is to open a store in Guangzhou in China, expanding its business to Hong Kong and China.

Korean consumers, whose love of luxury goods are widely known, are showing their interest in locally made products and starting to compare them with established global designer items when making purchases.

“I used to think that local brands are far from being sleek and fashionable, but some of the brands like L’inoui have catched my eyes these days. They are slightly cheaper than foreign luxury bags, but I think the quality of leather is almost the same and I like the unique designs and colors too,” said Lee So-young, a 26-year-old office worker living in Seoul.

Industry insiders see the future of domestically manufactured products as bright, though they are not yet globally known.

“An increasing number of local brands have started their differentiated marketing strategies like launching no logo designs and focusing on special leather. Brand awareness has gone up in the past five years and those brands are steadily reaching the standard of global luxury products that already have an established history,” said a department chain’s marketing manager.

“We have always used genuine Italian leather in our products with embroidery, and have shown a variety of unique textures and designs. That’s the difference between us and other brands,” said the Helianthus spokesman.