K-fashion is moving to expand its presence in the Japanese market. Until now, brands favored by Millennials and Gen Z (people born from 1980 to 2010), such as Mardi Mercredi, Matin Kim, and thisisneverthat, have entered Japan on the back of the Korean Wave. Now even infant and children's fashion brands are looking for opportunities in Japan.
According to the retail industry on the 20th, HANSAE MK's infant and children's brand Moimoln is steadily opening in Japanese department stores. Last year, Moimoln's sales in Japan reached about 14 billion won, up 36% from a year earlier. It has also been securing space in department store children's sections. Moimoln has opened in Isetan Kyoto, Hankyu Hanshin Umeda, and Mitsukoshi Nagoya.
Japan's infant and children's apparel market is split between department stores, specialty stores, and online channels, and entering department store children's halls is relatively difficult. Because of the nature of children's clothing, safety and quality standards are scrutinized strictly.
A fashion industry official said, "Given the characteristics of Japanese consumers—who weigh material, stitching finish, and comfort, as well as brand trust—infant and children's brands are particularly categorized as a market that foreign brands find hard to enter," adding, "Unless you are from France or the United Kingdom, it has been considered a market where it is hard to compete."
In the fashion industry, Moimoln's push for a "reasonable premium" is seen as the backdrop for its emerging performance in Japan. At first glance, a "reasonable premium" sounds like a "hot iced Americano," but it means the brand has begun to find its place somewhere in the middle.
In reality, Japan's infant and children's market shows high preference for Uniqlo Kids & Baby and Miki House. While Uniqlo Kids & Baby captures consumers with daily wear that emphasizes price competitiveness and functional materials, Miki House has targeted the premium market with flashy designs and high prices.
Moimoln is not as expensive as Miki House, but it has presented designs with a Nordic sensibility. A fashion industry official said, "By varying colors, patterns, and silhouettes while keeping the clothes comfortable, it struck a balance, and pricing somewhere between high and low seems to have elicited a consumer response."
In the fashion industry, Moimoln's success is considered meaningful in two ways. First, K-fashion's age range is expanding. In Japan, K-fashion had built recognition mainly in street and contemporary segments. Matin Kim, Andersson Bell, Emis, and Noice are representative. As a result, the main consumer base had been limited to Millennials and Gen Z.
There is also a view that K-fashion can compete even without the Korean Wave. A fashion industry official said, "Not many people will recognize and consume Moimoln as K-fashion," adding, "Ultimately, it is worth noting that the domestic fashion industry has no reason to rely only on the Korean Wave when entering Japan."