Workplace Dress Code Relaxation... Assistant Manager Kim and Manager Lee Both Wear 'Yeou' Logo

Trends Toward Dress Code Relaxation at Work
Preference for Casual Over Suits
Surge in Sales of High-End Overseas Brands
Popular Domestic Brands Known for Design Struggle

[Asia Economy Reporter Seungjin Lee] Seo Jimin (31), a seventh-year office worker, can count on one hand the number of days she has worn a suit during her career. Although she handles tasks that involve frequent external meetings, the introduction of dress code autonomy at her workplace has eliminated the need to be cautious about attire. Seo explained, "Since switching from suits to casual wear, my interest in overseas brands has greatly increased. I like that I can express my personality through brand logos and also show a sense of solidarity among the same generation."

On the 5th, as the trend of dress code autonomy spreads in workplaces, changes are occurring in the fashion industry as well. As suit brands decline, domestic native fashion brands continue to struggle, while sales of foreign fashion brands are surging.

Personality Determined by Logo, Not Design

As office workers loosen their ties and start seeking casual brands, brands with prominently displayed logos are gaining popularity. Consumption is centered more on high-end foreign fashion brands rather than easily accessible domestic brands.

Maison Kitsun? and Ami, operated by Samsung C&T Fashion Division, saw cumulative sales through May this year increase by 96% and 358% respectively compared to the previous year. Sales of foreign fashion brands such as Maison Margiela from Shinsegae International, Philip Lim from Handsome, and Neil Barrett from Kolon Industries also rose by more than 50% year-on-year.

The most notable feature of these brands is that they clearly express individuality through logos symbolizing the brand. Initially popular mainly among the 20s and 30s age group, these brands have recently become the most preferred among middle-aged consumers in their 40s and 50s. Kim, a department manager in his late 40s at a large corporation, said, "Young employees recommended Maison Kitsun? clothes to me, and after wearing them a few times, I received many compliments on dressing younger, which made me secretly happy. I plan to try other foreign fashion brands in the future."

Domestic Brands Struggle

Domestic fashion brands continue to struggle amid the logo offensive by foreign fashion brands. The slump is especially persistent in women's wear, which is sensitive to trends. Since they have a popular image, domestic brands have competed through design rather than emphasizing logos, but consumer culture has changed significantly recently.

Samsung C&T Fashion Division's Beanpole Ladies experienced negative sales growth for two consecutive years in 2019 and 2020. E-Land even planned to sell its women's wear divisions, including Misso and Roem, due to poor sales but later withdrew the plan.

A fashion industry insider explained, "Women's wear is sensitive to trends, so consumption happens quickly, but due to the overall slump caused by COVID-19 and the concentration on foreign fashion brands, expectations for domestic brand sales remain very low this year."

Set-Up Looks Replace Suits

It is also noteworthy that ‘set-up looks’?matching tops and bottoms?are replacing suits. This trend is growing mainly among the MZ generation (Millennials + Generation Z), who wear coordinated outfits not only for work or events like weddings but also for quick outings near home.

On Musinsa Store, the keywords ‘set-up’ or ‘set-up suit’ were searched about 300,000 times in the past month. SPA brands Spao and TopTen have also made ‘set-up suits’ key products. Shinsegae International’s online-exclusive brand Tenmons exceeded its sales target by four times last year, thanks to the popularity of its ‘Masterfit Suit,’ which consists of a jacket and wide-legged pants.

A fashion industry insider said, "With changes in the work environment, the decline of traditional suit brands is expected to continue. Instead, mid-priced brands will lead with casual yet suit-like products that will replace traditional suits."

This content was produced with the assistance of AI translation services.