Table of Contents

1. Key Highlights:
2. Introduction
3. A Strategic European Launch
4. Product Offerings and Brand Engagement
5. Lifestyle Expansion
6. A Blueprint for Future Expansion
7. Adapting to Local Markets
8. Learning from System: A Collaborative Approach
9. Building Visibility in a Competitive Market
10. The Road Ahead: Paris Fashion Week
11. Conclusion

Key Highlights:

• Global Expansion: Time, a South Korean fashion brand, opens its first European pop-up store at Samaritaine Paris, signaling a major step in its global expansion strategy.
• Luxury Lifestyle Focus: The pop-up, running from August 30, features Time's fall 2025 collection, including ready-to-wear and lifestyle products, with an aim to establish itself as a credible luxury brand.
• Innovative Branding: The company plans to enhance its lifestyle offerings, including a new fragrance line and collaboration with Paris-based designers, as part of its ambitious growth strategy.

Introduction

The fashion landscape is experiencing an intriguing development with the debut of Time, a prominent South Korean fashion label, in the heart of Paris. By launching a two-month pop-up store at the historic Samaritaine department store starting August 30, Time seeks to catapult itself into the global fashion arena. Backed by Handsome Corp. and the Hyundai Department Store Group, the brand is well-established in South Korea and now aims to redefine its identity on an international scale. This ambitious move not only marks its first retail location outside of its home country but potentially signals the rise of Korean luxury fashion on a global stage, riding the wave of increasing interest in 'K-culture,' including K-drama, K-pop, and K-beauty.

A Strategic European Launch

The opening of a pop-up in Paris is no mere coincidence. "Paris is a city where global fashion standards are made," explains Min Duk Kim, CEO of Handsome Corp. This strategic choice underscores the brand's intent to be recognized among global competitors and to test its appeal in a city renowned for its fashion acumen. Time's efforts mirror a broader trend among Korean brands seeking international markets, leveraging the current frenzy for all things Korean.

As Kim notes, “We believe we can lead the luxury segment of Korean fashion globally.” This ambition aligns with the increasing recognition of South Korean fashion, fueled in part by the global success of K-pop and Korean cinema, creating a favorable environment for brands like Time to thrive.

Product Offerings and Brand Engagement

The Samaritaine pop-up will showcase a curated selection from Time's fall 2025 collection, featuring aesthetic staples such as curved jackets, voluminous coats, and structured knits. Accessories have also gained traction, with handbags and shawls becoming popular among consumers. Kim stresses the importance of consumer experience, highlighting that the pop-up allows potential customers to engage with the products directly. “This is a response to the feedback we’ve been getting at our past fashion week shows, which is: ‘Where can we actually buy the collection?’" he explained.

This direct engagement strategy is essential for building a loyal customer base in a new market and demonstrates the brand's responsiveness to consumer demand. The emphasis on both quality and design is central to Time's identity, encouraging a meaningful connection with the European audience.

Lifestyle Expansion

In addition to fashion, Time is venturing into the lifestyle sector, with plans to offer tableware, decorative items, and a new fragrance line. This diversification taps into Handsome Corp.'s established expertise in fragrance distribution, with partnerships in the industry that provide a solid foundation for entering this new segment. Kim's strategy reflects a growing trend where fashion houses expand their brands beyond clothing, offering consumers a holistic lifestyle experience.

This upcoming expansion of lifestyle products is not merely about adding product lines but about crafting a lifestyle narrative that resonates with modern consumers. As such, the flagship store in Seoul, which will open by the end of 2025 and serve as a model for future locations—including a potential Paris flagship—promises to integrate these lifestyle offerings in a cohesive manner.

A Blueprint for Future Expansion

The Seoul flagship is designed as an immersive brand experience center, complete with dedicated spaces for various product categories and even a café. This approach supports a strategy that emphasizes not merely retail but brand experience, inspired by successful models in the fashion industry. The possibility of a Paris store indicates Time's commitment to establishing a strong brand presence in Europe post-pop-up.

Kim is careful to highlight that the Paris store will reflect the essence created at the Seoul flagship, creating synergy between locations. “We hope to connect our Seoul flagship with the future Paris location to express the same brand essence,” he affirms, revealing a long-term vision that seeks to unify the brand's identity across cultures and markets.

Adapting to Local Markets

The pop-up collection has been adapted for European tastes, focusing on fits and aesthetics that appeal to local customers while maintaining the essence of Time's brand. This adaptability speaks to a broader recognition of cultural consumer differences as critical to success in foreign markets. As Kim puts it, the collection is meant for an international clientele that is “more style forward, trend-aware, and willing to experiment.”

The involvement of Choi Jung In, one of the few female creative leads in the industry, is also significant. Her role in steering Time's creative direction aligns with global movements towards diversity and representation in fashion, which resonate well with contemporary consumers.

Learning from System: A Collaborative Approach

Time’s launch strategy draws from lessons learned by its sibling brand, System, which opened a permanent flagship in Paris in June 2024. System's success illustrates a blueprint for cultural fusion and brand positioning that Time aims to emulate. Kim mentions the importance of collaboration with both Korean and European artists, explaining that this strategy has informed their approach to retail, marketing, and product development.

This collaborative ethos not only enriches the brand’s aesthetic but fosters a connection to local markets. By embedding diverse influences into its offerings, Time positions itself as a unique player within the competitive Parisian fashion scene.

Building Visibility in a Competitive Market

With guidance from industry veterans like Pascal Morand of FHCM, Time has adapted its promotional strategies to gain visibility in the competitive Paris market. Morand’s insights have played a crucial role in refining Time's approach to presentation and brand activation. “Opening events for the pop-up include a customer-facing coffee cart and special gifting, with an industry cocktail event planned for Sept. 4,” mentions Kim. Such strategies are designed to create buzz and engagement around their launch.

These promotional activities also reflect a growing trend in retail where experiential marketing plays a vital role. Consumers today seek more than products—they seek experiences that connect them emotionally to brands. Time’s focus on building this link through events is critical for long-term success.

The Road Ahead: Paris Fashion Week

With Paris Fashion Week on the horizon, Time is set to further enhance its visibility within the city’s vibrant fashion ecosystem. The upcoming runway show on October 2 will showcase a new bag line in collaboration with a Paris-based designer. This strategic partnership not only broadens their product range but serves as a vital entry point for attracting new customers.

The partnership model illustrates the importance of alliances in the global fashion market—where collaborations can enhance brand prestige and expand consumer reach. Early reception to Time’s offerings will critically influence its trajectory in the European market.

Conclusion

Time's strategic debut in Paris marks a significant chapter in the evolving narrative of Korean luxury fashion. With a well-executed pop-up, an ambitious expansion plan across lifestyle sectors, and a keen focus on consumer engagement, Time is positioning itself to capitalize on the momentum of the booming K-fashion market. As global interest in Korean culture continues to grow, Time's success in Paris could pave the way for other brands from the region to follow suit.

FAQ

What is the significance of Time's pop-up in Paris? Time's pop-up in Paris is the brand's first retail location outside South Korea, marking an important step in its global expansion strategy and ambition to be recognized as a luxury lifestyle label.

What products will be available at the Time pop-up? The pop-up will highlight Time's fall 2025 collection, including ready-to-wear items like coats and jackets, as well as accessories such as handbags, alongside lifestyle products and a fragrance line.

Where will Time's flagship store be located? Following the pop-up, Time plans to open a flagship store in Paris by 2026, potentially in areas like Rue Saint-Honoré or the Marais, aiming to create a cohesive brand experience that mirrors their Seoul flagship.

How does Time plan to adapt to the European market? Time is adjusting its collection to cater to European consumer tastes, focusing on adapting fits and textures, and leveraging collaborations with local designers to enhance its appeal.

What role does cultural collaboration play in Time's strategy? By engaging in collaborations with both Korean and European artists, Time aims to enrich its brand narrative, fostering connections with local culture and enhancing its retail experiences.