Fabric as differentiator in South Korea's shift dresses

Makers adopt branded, imported or own-developed materials for value enhancement.

Suppliers of shift dresses in South Korea emphasize the use of quality fabrics to differentiate their selections from mass-manufactured items on the market. They also highlight various designs and cuts for all age groups.

Latelier employs local branded materials or import from Japan and Italy, and 3D patterns. "We take pride in our products, but their prices are not cheap," said Sujin Kwak, designer at Latelier. To help adjust costs and offer more reasonable quotes, the maker is gradually increasing output.

Lozperi Co. Ltd develops its textiles while keeping buyers' expectations on rates. "Using our own fabrics brings with it certain risks. But it is one we are willing to take to distinguish our products price-wise," said general manager Justin Chun. To boost competitiveness, the supplier is streamlining production by reducing the number of automated processes to help bring down outlay.

Novus N Apto makes dresses based on orders instead of churning them out in large volume. Although this strategy results in higher prices, NNA CEO Eun-Sun An said, "It has a rather positive effect on our business since buyers in this field think highly of cost-quality performance." The company underscores feminine lines, with designs that are adjustable for a loose or close fit.

The range of shift dresses from South Korea is made of polyester, rayon and cotton, with the first replacing silk in many cases. "Silk is rarely used except in high-end brands due to its elevated cost," said Lozperi's Chun. NNA favors polyester mainly because the fabric allows clearer designs based on direct digital printing method.

For texture, point fabrics such as embossed jacquard or laced cloth are often utilized.

In terms of fabric details, the trend for floral patterns is shifting from small to large ones, said Chun of Lozperi. The maker uses sublimation or transfer printing, which is the popular method in the US because it keeps the design soft.

By neckline type, V and round styles are prevailing based on feedback from US and Europe buyers, while skirt length tends to be about two inches higher across categories, said Chun.

To suit style preferences, suppliers usually add more darts to designs targeting the young market and fewer for the older set. They also turn out dresses for different seasons and occasions, which include summer and business outfits. Outdoor wear represents about 60 percent of Latelier's production and sales.

South Korea companies export shift dresses to Europe, mainly Spain and France. Lozperi is eyeing China as its next market, which Chun said will surpass Europe in scale in the next five years.

See a comparison table of shift dresses suppliers on GlobalSources.com