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":"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","iv":"660836c622eb6136fbae71c3ee4aba78","s":"25ae4ecbf8a8ca69"}
Share your thoughts. Click here