Global fashion brands such as Thom Browne, Celine, and Stussy are increasingly opting for direct entry into the Korean market, bypassing existing distribution contracts with local companies. This trend began in 2020 and continues as brands see growing potential in Korea's fashion sector. New Balance has announced plans to establish a Korean branch by 2027, initially partnering with E-land until 2030. The motivation for direct market entry is primarily to maximize profitability, allowing global headquarters to consolidate earnings directly instead of through local partners. While this strategy poses challenges for domestic fashion companies who initially bring these brands to market, not all direct entries have been successful, as seen with brands like Puma and Golden Goose.
