Paris-based luxury fashion house Chanel has partnered with the Korea Tourism Organization to help promote tourism in Seoul, starting with a pre-fall fashion show set to take place in the city in May. The event will showcase Chanel’s 2021-22 cruise collection and is expected to attract fashion buyers, editors, and influencers from around the globe, serving as a key opportunity to showcase what the city has to offer. The fashion house has already aired webisodes and supported campaigns in collaboration with Korean stars, and the agreement with the Korean tourism board will facilitate the expansion of these promotional efforts.
According to the Korea Tourism Organization, the tourism industry in South Korea has been hit hard by the pandemic, with international arrivals dropping 32.5% in 2020, and a further decline expected in the first half of 2021. The hope is that Chanel’s involvement will help to bolster interest in the country’s capital among international travelers once it is safe to do so.
The move is also strategic for Chanel, as South Korea is one of the brand’s most important markets in Asia, with an affluent consumer base that is increasingly interested in luxury goods. The country’s booming beauty industry and obsession with K-pop have created a strong appetite for all things European, and the Chanel brand already has a strong presence in the country, with several standalone stores and concessions in department stores.
The partnership with the Korea Tourism Organization is also part of Chanel’s wider strategy to reach new customers by aligning itself with local culture and identities. The brand has previously held fashion shows in locations ranging from Cuba to Venice, and has long been associated with luxury travel and the jet-set lifestyle. By positioning itself as a fashion house that is both global and grounded in local culture, Chanel could continue to attract new generations of affluent consumers who value authenticity, travel, and unique experiences.
Chanel isn’t the only fashion house looking to capitalize on the potential of the South Korean market. Louis Vuitton, Gucci, and Hermès are among the luxury brands that have expanded their presence in the country in recent years, with many launching extensive marketing campaigns and pop-ups to attract attention. In 2020, Dior held a collection launch in Seoul that featured a massive mirror sculpture, while Prada partnered with the industry-heavy Boon the Shop department store to produce limited-time products and experiences.
As the world slowly emerges from pandemic-related restrictions, the luxury fashion sector is looking towards new ways to connect with consumers and drive sales. In the wake of canceled runway shows and material disruption to production schedules, many brands have turned to virtual events, video campaigns, and social media to stay connected with customers. For luxury brands, aligning with tourism and culture can offer another avenue for growth, as travelers continue to seek out unique experiences and ways to connect with other cultures.
By partnering with the Korea Tourism Organization, Chanel is taking a bold step towards promoting Seoul as a fashionable destination for the global elite. If successful, the partnership could set a precedent for how fashion and luxury brands can work together with tourism boards, ultimately changing the way we think about international travel and luxury experiences.