Retail
August 21, 2018
Estée Lauder enlisted Korean-American Irene Kim as a brand ambassador. Image credit: Estée Lauder
By Sarah Ramirez
South Korea is one of the most important fashion markets in Asia, but luxury brands need to understand the culture to capture consumers' attention.
{"ct":"XYhoa7+LRyGUH4O9spoWRGCdl967WE5R\/\/vxDhoG9bYZ9DP2Pd5JgSvWSoWC97XFf\/+psMYjQXh32+gff6UAMtB1FoO2inV4JoTqC5qnmaAC9FjowQOmyXfjOXeenIRL17UrdKXdT2yVeyI+TysXkiTP2ZLPXFnBcGDXhvPl8XUa55MpV6uyBCAmJicNQB3gRroepRzUzHiHdX29LXYbiq9kFo\/fZkOR80p1xpchw5UbyFa25HIJWzq4v2zXiTzLWWbIJKdXd4My5bd8ynS+12OgntoYm9mYM66g8ZcsmkUtAvfEsImNtz1KhFPFkEykw9kilvs092YZN67Ylw2sxseSlNXVMa7V4XTNPuK2W6ndYwz4gPfGpkm6sNwNwK0BoVxGXP3d+pLb5ntV1YIRdziMRHPMj71pGrxCZdtkaCtFqeg8tWj6SmvUULeFIDJzb+WzQmUnVS9ZablaWsNvPZKibaFdeiwAsIVFDNjYoKyz+\/kt0Tv\/RcG7qYz\/9LLKWbMy8JsLPLCae3u37+gKjf\/zDs8qhR\/Xy2d3OV1h8hyHanjvkY4MOPRyA\/fhjBLI2kgWKFRYyHkgtfaYaCjPvl40HXGoFTX3ixuSh4dXk5jB3LlDLtISR4ZFy\/iZreOzjFau8HPvf2IwUnvy4BWRGlrIBlHsDk3xaUjcgJFgCNayDWEou2VXZtCW9pVdhMF\/Uo6m7yHjLPTFhHuV\/KNqsz3f09w0wpyF54GHAqdBqahnAANDWRJdx16rsCWRGQkUYGOVXiJYCd1zViWK4GTXErJTSHVRs69K9e07ihxks9Hfjn6EpIhUV4LsybOynqC3u5lw16TtkUjc+B8AzjkMVNMDfFQjWngLrSwy9t3B+AvsG7+NpoS7M03HI5MFqbS+OYl0Ly8C9kxAbKW3ABF\/dfS9OyshuAmXo3qvv3Ua\/FnCEaassoisx9VQw22dzcCicMSKjSrWNdLnqkNRKYpeN6QIRYKKHSGC95c9Z5KgUZQLcoaDDDrY\/QbwmbkcLVE6IL8mxn\/1si5C9DjWE9owvJFJb\/oxzuRP0sUaNKeNfY2chUMmTOrkvLZKCPSRogxOPrelvjm+1jFuSw4x4hxYcr63vIWgeVCqkX8MMQyMmVmBexLGForpMqf0UpxfCED3BJev2PqzAzKS9ZMKrCpAuLxsZNKHMQ2qiZdTPVJUBfQqx4WmpGw0+a64cNCyHBU3Jy\/o8zttVoyKsHffcPtNsmfgInExEE\/XRkYxiReZnQeBxrA96WPX4VlKsQa1sJsBKo8JaNNDU9URj5IK4yfJbfO07f6FCHp3bdZ4xK1C1ztWwdryjeryoibcMWGSXU6AMgzW1fC1sbZ62Fn\/WHooGjRBLbrkEAUvwv3E5q4PY4fJ1OyG7qk+9wDOWdIHCZWjDfKPLLaKp3x7iKrGdMUakxoO1GaTzyNlCxexTuuKiKofF7VLLWUAjnJcTBfkVHL+GQGciX9YWsAX7IawyqICx6hQiw4Wvz5\/Jy39mP\/y7VBaXS2\/hq3klPIS09QXR+1qxclIkU\/rkiqiT7pwPhsW4zfep68RLQRqdKM9NAgMY5lmSlt4uOLrSfCZ\/GiBvzFo\/GsQBFjJIzW9W0WZ8PIV\/TDp5S0qPbEw7K0IkW1J3cMOJDLXBtHcYvhP7gmUwC7Q78Yqgp2mrxNEqlt5gKOhawcRSaK8d0OBkJm5rlDw7t\/41qLQCgvR7e1L3vEA7qemQ0Mh9lDTsxzvGoMoqpwSR\/lW3nYrESlXO726kwvGLUaZJjgNFZdzlZo5z9Fp4bKjigEupDTLycYXbVSBqGw8vIOPaCn5Clt0OFy8WjEen7M8eTfvG4T4gvTTFgXPnQ5uxGDSvI2uTveV31tMb5bTknuFAURxQRgX\/JOh2ATJlWaWLpscfcwMwisGPv4MEiPAbsg+x+mr\/D+I38KJ6XBTemSTpsslXkaejlAkPs1PMilXUsjAgFLEtaqOBAV465uV8yq9G6LJ69L5iyOewtw7Kz5Ep5hFcMkHwMmni0OQ1cqd\/HPJiuRtb3YyqiooN1jgMY599R6uN4qlDEFsUh4jPZXR9wpKEM7a6q3b4JUXaDg0F\/UeRB4GWO4L8rif8MOtT8GPyWjU8C9RDVCV+3q9dTGriy8u+EbZ9LSEJ5gpB+6fKAfbajjtNHgfJ7+1EZi6i5FLKLWfh4MV32dpO0BfdWwBgBfzzVBpszPoAdfERzHYzvZE2o2\/O6KZaclokFbj92za9TSvut0aqVL9S2d0r4ro0cHTx0y36Itob23h9no\/ZHKBVjGAKy02HlOvs\/kWZqgWQjUeMHRr1YrHiCP79+IHrvStuE8pd1N5x9lFAk8RFpP7aaBVrNJWrFG2ZW3sDXXRpCWs6t68zJBv4VYNv3vEW31tLwwS3ZuFRUaUdZw+CIJ5EKs\/TCQZSTxSe3TT1rxD2WHguWJJ0lNXL3MdhcXu\/J1B\/ZlVMB6+MxrHy4xpT3qJtSZV+72v3J+cCpfHPXC\/k\/fs6a8JzmlkIyvetJShU0ltFt4C6b4nZQJ91aS\/AhJDqYT4m5J6I56Aizw8yxofFkbuZGtZtIoIG2m5oKHZqIBT67AQA1NKlBIDNmY4CiT4Shj2GpofiejGsOggP5\/maTd1UYNASGPFXD1Y\/vefF5QcoixAWFxfBzcM00ANRi1Xk0CNmwdCInrDP\/swm3aEPciJwYDDRAwb75rJ1KpqG7o\/7mBVde7mVpsoO\/C9iG2pxl1gwDSeJ7LjbIfhBvR2id74Vb48ix8w+695oyk61aDGhBbh7KXZHVc0CG6MtYoSZO9bxK97wnDIIIBLHIzZTJnvC8g3mml26kFlofeUUhh5+jjk285Axjotsm4x2ncbJ9OvEgz4p\/azf1s8pyCPbOaTKcynwHzOdbTUA4AoWzpzOAtm5JrBprd\/7ItZzk5oDs2mbIpoAtFJeWNyqMqbyaESkOK2Zm7TpOWm+UVEpglunk8SD6FeUc\/UZj5CuBccc+Az6wDGbR9JQiOLHgY86PX6kNCk0drTMztxni2K5FmjuM\/G8GO8AemDDWvbsiD8njHami0\/kjrazebaz5EUPdnE40A49i83pGg8DiNFaAcRX3\/FIGxSgVXVvyEZeJReLd3WoC6ijPZa5EkXDdZtkH4rPvWiypeer3DaAurgSTK3W4a4lh8A6Vk6xWOFrBFXIIiFvUneAoCQNWPdU1rMeJH3S5usBtVuePY+NBpUhINplCM76LlMbJDOV+8byCsgrhqRF4jCcLXP90Dau6lv6SXTt\/2Ts35x5OvUJntNzKoe8LqzCVh325znpGt1GqMdN7B+xjA7cNPfJ7gZ59ccQbHxo9YF0Y1K8vT1OF3nHSFiC27ouYoZqoEvllJg5ecrRG6unis3OzF+CQ0elr87KgmETe56WXzHcLza1StkJLkI\/oqDAd6cN9cLzIpljHcr0ugE49spRff+O5I0L7ZJKJMOgTCMlcQlfoGxoJG8irXek+GJjoyoccbAokBUSnnwWdKLx0uXTjC3kxVXrkNRMS1fHXtxSIe8y9mTPGNipzOwgrCDrLz0MdvilgHPoxHgVB+6UzjOEMkxdsPZPmO0D4vJoZiXPe34in4sENEctrrlJCUzPf8b\/55RE8+l6colFvrZ\/Q7yrjnIXwIlXNdRpddQcVMOP0Mt4sxtblQqifCnqwG9SPoQw08WEinKxfN92e3dofPE3XRpyomrCjxACZGzddEkL+RyoVAgBnbWAxzhZYPH4fqOVXLsPWjRKpBevrCPwsTI1KCAvP3hCAH10pqLDCQ+G1UZtjKKQshIQDPBeNt29GosU5yWmy4F\/KZoPhgjCr1t26j8oYVlFai\/h62q+3w1p6vrTmUVVY5DtWx18bBJHNo9BwRmYZBvk\/zjM5AlARZs2sPZ4u1wuRf2LAmG9G7dWF021AN4XQB3u+OpCzyXBAckcnqvx3H0FFj1CgKTEFblwPoWhhoP32GReA8pXjHznZPOjUAzRpOwu8kJl\/czAqIOm+nbGxdP3ILINtZPhS4mHDWjXGxq5sX8iM1A8\/yRhkz1VvKSlFiaJ0W8NiCzmWeuOONfwot4PhiRaywT3IyjEpImjGtNe27hZGcyuc0HvITqrUYW9wXaW4TcnKAZf\/T2hAn67QHmYriS5WE4SNoga3oA0F7pLZhKXaY7\/8+g+eds36oIPWYlU1khvwxHetlo+NXuVRIuhEsDax7OGgObhRg9maNA0NTIGYLwUbHQGZZHLvhRchozCN18kG6fCtPKELW237UtPyep1CFbc4kgZtQqMQG3blZRamGklT+WQio0i1dFj4O3SxNUYkUUEMkRGyKuoYwCBpWb2yhykkrdTTrThN8zpK9I+4yi9ukg\/qNt6W6EglCO3CWh9BGMDuEGLdfremY+7WKnvfi4nJtx5c\/SUpW6KEcP29mZJIFPkW1utJWS6M\/6BPpbq4mssJgwNwWLAqqbnt2NxG+4Z4ieEM4G6NZ7BwXNK+EOQ82Xcm8oi0KoQifBBZf2oUCVLK19WHPmXFceuxNZZxxvN0\/o4Xp5ayQPhAeYPdRbmhFjIkrJ6FQXWKwwiifg9MOE2bt2+jZJI91zfczm\/DqCZ\/oEX2ucfpoqhxzQlJak9lnAAQyOP12CO1QE3YncU4Os0eI6qxNndIWsVn6N8Y7RkJLjzo4sLfQaZNZ0kgXK\/zZCEwBDrFhz19Usc5HAS+YcsGkK5cUKqL8wM9CRxYKX1YiQaqYUU6tB1BxvGktjbGVflYrii8wbeQXro7r9O4438N20zU4sJQDOXdInbjX5S4wJbcudJneI3YVcYuRAfXGDMbuh+H5zhNQAz2AFqzxDCVJYS\/Ih7mWyjLYYY8DSMK9rlca8vDdf1pLTCkiGTNV84m+Zo7Xuk6HFxqnV6YKRN3JsVXS+MON8\/LkqRr59pxX\/Pgp0z58WFPCl8Je5Idrt7eKe\/\/TSjvCL1\/4i0CEqlXUmKb+\/sjUHqE8QrZvXWschKKP2cgEGw47FRgOVwqwiWx\/597+Q44nP+YC+76rl6Sn7ZPVMLzvtkAmeBl6GBFuYmWco86iHEMxPAIY1Vwr4NHiEB3N5sOg\/4VB3nWkV7kW0tKDh+U1hU1QYLMzX\/QbnN6MECSlJ3PAgKIVeyX5Scy16SEmAXHyVqJ9r8H4mKZcyXRxPo+snsIag0P3TeznutfjGnsedSOs19zYNjYANF\/iF3XJDCMQzGoWWXQiaXESgwu0iQN\/Xr4iARzdQCiJrAkkfPyVAVPUMhP8aMqNO3VURMnqZpMt0+eGJzpbuFnmTQ+92pvAs8cR044uTAnAQHZX3DIQ4W1CakleBx9wWHMrtNgl4HOJs0EiKDT+vsYH+2Y3zjuPDsq6\/c6KnqZ62IVK\/lfL4GanU4CMDZl9wueSyRpIBsy5Zo8kVSZGgr+sN2pGOnYVQMPKhOqAh9juPItyMzciMtMb6pOMJGJUzFfjUIgyoO+5aeCr5LkBez1MOShfgeJkhkKIR985TDB6Vp7NGHb04ShyG2KZ07sUxo7gUFV6ufknusMjW4GRqfX979eRFB8pHYQhBaGjvxjPCQOZkgG5Deop1zjHgDMdT1fVPzUo4Pi3LY+tmwPcBr0ehkx7biXCzYUfLufPSHEI1zM\/7tRNJ6U2M8li472eHpP1m9K3zINWVY\/b4aNFUWYh2UcRzitZxxkF92mvinLpCpmTgRGF6Hnoo0M6uSy5z1RAEuy\/yhmuTyV3ICgZS4N9m\/D5OGqEMmWFhvjMcxwfZRVyngXbuZwN8Slma6KL7uVtA7KwaZJHiC95eF0u+UlTod5\/kxwul\/Az2jiXKXq\/yczc1NX3Qe389\/3tv\/1Q2RUjw9ptpBQjvADtB+AXIsD2UEiULgxjGAKdki6WpTt7Gj7YYEaAyC4WQVJYEWtWzzzDPwTScS2QeSoKU3S+j3p85M5v6NwAIqwpWxJYJ1S595HWqn4ymTN+DdkSTBftfGoA+w0+krovoga4lUStsRw\/v+Sx1QaHw08igsvcP11S2fLuj80TtrYK7bbdGuwS3d7EJxGRNSqQ8NQW867fhddZZdvhHOxKy6mvGYEFMZsLLuUiaksgkx7pcdzrWKt4zl5lbPVUOyogdb9oFu8AkQmTonozwRIZjqiXVKNhi46Ovx0y3NdnelNwfTlU1qlUP+cBahaNuL7N6P53KTe4v\/QocNbXatZMBLDV7\/InHqpYop5da5v7aongonDp8WH5\/Z9PgM0mHT8\/wMuQOLUmZQmHgnjmiGtvOzeH8MEQQLb97maWAaliYr9\/389kGXJh+AF6e0GHFk1H4F3hB+0oWzvmH0i1gaLxBHEBh8iWLUhy6tU\/TpiA\/x0RcsBGYkzaQMYn+6YX5\/EWdHq9QhFVFrzJnZv+lMXgnphg1ElozsLR3q\/hy1PjjSeOvlXtnAPV5r4JudxPDCE9q8PRhrjU5cZsaFMl5yvfMmgRl8rVoAdu8XxPxZw\/KB65XgBu+mV9ZBUVQ1SUQbsc87fkTDhNRZgxOZ+\/VgxUwYzf5olcn+Xis7U+T2nmyloYSBE3D13o1KIMDk93h5Kp+\/A\/tu4eTmnYS2z1YHBHSoEwmVgK6EqyhXbcXWQLMA+BfAqAH\/FuuVoN\/DziGIlyNop2txlwW0stMN4TbgpS3y8vSY9BZ04eN81NEG9j2K0IHz2fY26f6nnw1NbwVpqaMGiFnChzt45qLLxsjtZtfxFGkuzoXvJ6\/VLCs1bQAQnpHQihwu8PV0r4W\/LjIi+muet5S\/+86GLt8F2jXrRkMumfYSIaX7wlqaT\/kU92nJ\/Lj3xAU79N8CHpi0PjfeMEEbWrayUDmUtkMLAzCqMwLN03RGFRR9AlKQ2TCObLsMBWUvikiS4A6EosV7M9zFpeR822aa\/KsdEdLTAWcwN2JVvK4EF6B6Al6ZpEAtMD4uC2rAWutdlHq8hvS\/qSPPVLy5zG4vMj1O6MZUQ0rJF7ztXJAc+BxGsci\/nb2a\/Zfq1bJq867Dg9x2RDZHWIunpoxlok1T8hDKP88VBxXE6lDNsVNQ\/NLjRdh1DKFHVu5aP9GM\/j2+uwqVr\/q7yKEMy3X8T2p9DDQBaCXO6BCBGHvvWFcmP4b2+Wd6goUUUq49QA5BmUqX+9j8BtggUavPCovSLQMnuXWgyRsIcXUtTKeioHvn61AHuvX9rS3aQUqmRTxBLGTqIjKPZ9N9qZT6g68Ggadj0Q0+syNVFuM6Jk9osHWXgB2RSSAI9ITbMcixxJeljKnehi3eO1wLeFX5n6DM1iUrwNdepsvA8Sn7YY8qU+x4PsZ+OrKXVhArMWcYeCxGIN8B6Hnk7LOaCXzgW7fTZ1SgHi2dMrU5XKwlyOFMU3G+mWqcUYuOGSYqtDlp8nnBfNIoUMhZkfTgxqZqGNOqwXFDQKUQIH16++jSq720xBJcJQhA3k\/0dg3NJLnR2K8MUv1hGYuDlpfmM\/UowPZpocFFL3ZV4gnGF2+yhE6DmnI8T6Aaxw3Ob0K\/Oe0UM+i3g4kay8jkCToCZieSu0BI32\/EHhrVhfhLBopSoqX1o9bxp4q32t1nTA5My5Mjnd49Yc8Y9neP0VB0nETAtV\/nISs3KioyjxXT\/XLBi6xHNFkxtv7632tmY8olQUyble8vghKBaMgCOPLhu4BNxjwREv8cOLBNd7wNw+A2rj\/4azumTB1cH0D7IVfD0+LsjhaddBPYVdqbaoU+QAvTIQ9t1ISIA2jx2+L5fp07E2WMtSqBHF4SBl09x2SiPbpWJAXTK0BIRA9PQRQmQIfzxoAZ1MNPzX5DVyohDfx1kZ\/REiy2PqL91eESePAOHdKiSrJQwrd9LbuKb0MLO8Z71ekBvvyUN\/j+U\/fQKOX8RXgrYAyCC2f3qPGm2VHVbst4bWSLVSQXV1qWA+rgG\/PLaJDbKfngJi2q44vi2ZmEqhv0N7ZFdGzshhQaphVVg3Ta5E2OiETscvCKCS+z1wpD08uKAoMNBSXkhCKHdySm6E4CtX+qiWX6iU1jCWc8\/kI0XLsffVzUasNGCKBDqqsW3pE6FXh6LvEcZdCFBs9nqz2skmCTLa1YwDjmp687Ihg0xwvsze9Qci8h6xmmq\/ZTk16lqlcrx3UuZH\/yTaJ\/N8Wi8w2eb3QIqnxTyz4WXplh3g73\/BhRqgTcu60pPZN0\/ZL2b1X8ye6DUYx1LQ8EdvOyIjBlMgDsvisfk8G644PB9V98yatsJ3W5Uhj3OicOewxIexeD4gsaz0l6nKD\/Jz\/p6GEwlhajybXYt+fv3ea","iv":"b48887dcd2bde94a17b15a453968c026","s":"c85ab0833278f919"}
Share your thoughts. Click here