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":"9cc778f3d50e2b486e75472efd4c7a73","s":"f8461cd0daea6cb7"}
Share your thoughts. Click here