The Samsung Fashion Research Institute, run by Samsung C&T’s fashion division, named BACKFILLED (supplement) as its keyword for the year and on the 20th revealed the top 10 issues shaping South Korea’s fashion industry for 2025.
The Samsung Fashion Research Institute is a specialist research organization that digs deep into domestic and global fashion market conditions and trends. Every year it publishes year-end findings highlighting the major issues and the outlook for Korea’s fashion industry.
Im Ji-yeon, director of the Samsung Fashion Research Institute, said, “In 2025 Korea’s fashion sector prioritized efficiency and stable operations over aggressive expansion. Global uncertainty and a weak domestic market pushed that shift. We see this year as one in which the industry worked to 'backfill' gaps created by difficult business conditions.”
The Samsung Fashion Research Institute is a specialist research organization that digs deep into domestic and global fashion market conditions and trends. Every year it publishes year-end findings highlighting the major issues and the outlook for Korea’s fashion industry.
First up is "Bearing Tough Seasons: a fashion market that keeps going." This year’s recession, unusual weather patterns and rising prices made consumers more price-sensitive. As a discretionary category, fashion was among the first areas where spending was cut.
According to the institute’s own second-half survey, interest in fashion has stalled, ranking behind hobbies/leisure and travel. Statistics Korea’s retail sales data for fashion through the third quarter also failed to match last year’s levels.
The institute forecasts 2.4% growth for the fashion market both this year and next. Considering inflation was in the low-2% range as of November, that rate doesn’t signal strong real growth, and performance will likely vary widely by category.
Second is "Abroad Brand Wave: a rush of foreign brands entering Korea." With Korea’s changing market stature, overseas fashion brands have been racing to enter. Lesser-known brands are partnering with domestic fashion giants to launch locally, while better-known names opt for direct entry.
Third is "Category-Driven Growth: pursuing expansion through multiple categories." As the fashion business cools, brands are diversifying product categories to grow. Beyond short-term sales bumps, this strategy broadens customer touchpoints and aims to strengthen long-term business stability.
Fourth is "K-Fashion’s Global Momentum: strengthening K-fashion’s global growth engine." Domestic weakness combined with rising global demand for K-fashion has pushed Korean brands to speed up overseas expansion. Emerging casual labels that went abroad early are both deepening influence in existing markets and rapidly diversifying where they sell.
Fifth is "Frugal Chic Mindset: consumers who are thrifty yet stylish." In an era of high prices, last year’s thriftiness has evolved into a more refined approach. People now practice restrained spending while maintaining a polished aesthetic. As interest in vintage grows, buying secondhand has shifted from bargain-hunting to a curated search for unique, personal pieces.
Sixth is "IP Synergies Everywhere: IP expanding its influence across industries." Character IP dominated the market again this year, with major IPs leveraging global popularity to spread faster and more broadly. While established IPs like Kakao Friends, Sanrio and Miffy stayed strong, new players such as Pop Mart’s "LaBubu," Sega Toys’ "Monchhichi," and Netflix’s "K-pop Demon Hunters" exploded in popularity and helped shape a new mega trend.
Seventh is "Locality Boost: strengthening neighborhood identities." Key shopping districts are sharpening their unique local identities, and consumers now expect different experiences depending on the area. That makes choosing the right neighborhood—one that fits a brand’s identity—more important than ever when planning store openings.
Next is "Limitless Running Fever: an era of ten million runners and the rise of running pleasure." Running has stopped being a niche pastime and become a lifestyle, birthing the "runconomy" as its socioeconomic impact expands. Retail and fashion players see running as a fresh growth engine in a weak economy and are moving quickly to meet surging consumer demand.
Ninth is "Enhanced Climate-Readiness: stronger climate responsiveness." Climate change is now a constant. With extreme weather becoming the norm, consumers want lightweight, breathable pieces that handle unpredictable conditions—making summer, once considered an off-season, an increasingly important season. Rapid weather swings and a desire for versatility have pushed demand for practical lightweight insulated jackets over traditional fall outerwear.
Finally, "Demand for Multi-Styling: the age of multi-way dressing." Shoppers who want to stay true to a personal style while being practical are gravitating toward items that perform multiple looks. The industry is responding with multi-way pieces. Amid ongoing minimal trends like quiet luxury and demure aesthetics, reversible designs and layering techniques that allow subtle style changes are especially popular.
Im Ji-yeon, director of the Samsung Fashion Research Institute, reiterated: “In 2025 Korea’s fashion sector prioritized efficiency and stable operations over aggressive expansion. Global uncertainty and a weak domestic market drove that shift. We view the year as one focused on 'backfilling' the gaps created by tough business conditions.”
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