Samsung C&T institutional sector's fashion arm Samsung Fashion Research Institute on the 24th announced six key words for next year's fashion market, combined as "WILLOW (sugieungbyeon·隨機應變)."
Specifically: ▲ a fashion market with remaining growth potential ▲ the big power of small brands ▲ AI-based operational innovation ▲ consumers investing in experiences ▲ evolving office wear ▲ a bold step. Translating each into English and combining the initial letters yields WILLOW.
WILLOW means a willow tree, and sugieungbyeon refers to an attitude of responding flexibly to unexpected situations. The institute said it chose next year's key words by focusing on the willow's flexibility—swaying in rough seas but not breaking.
The institute projected that next year's fashion market will post growth in the 2% range. As the effect of livelihood-recovery consumption coupons and improved consumer sentiment have gradually shown a domestic recovery since the second half of this year, a positive impact is expected for the fashion market as well.
Samsung Fashion Research Institute head Lim Ji-yeon said, "Internal and external uncertainties have already become the new normal, and next year's fashion market is also expected to face a challenging environment," adding, "2026 will require the ability to respond to the market more flexibly than ever."