In a survey conducted by Japanese e-commerce giant Rakuten in July, over 5,000 users of its flea market app were asked what country, Japan excluded, they look to most for fashion cues. South Korea was the top answer for women of almost all age groups, while the US triumphed for men, Japan Today reports.
Rakuten data reveals that most girls and women from ages 10 to 40 picked South Korea, which was the first choice for over 77 percent of respondents in the 10 to 20-year-old age bracket. For older women in their 50s and 60s, France and Italy came out on top.
Meanwhile, over 40 percent of men voted for the US as their most referenced country for style, with Korea coming second among the youngest respondents.
For those that opted for Korean fashion, accessibility was the most cited reason, followed by the influence of Korean celebrities. The top justification for the US and France were self-expression and trustworthiness, respectively.
South Korean TV shows are providing brands with a much-needed boost and an anchor for Asia marketing strategies as the region recovers faster from Covid-19 than western counterparts.