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  • W Concept offers curated collections online
  • W Concept offers curated collections online
    Hong Nguyen (2019) ©
CASE STUDY

W Concept: curated K-fashion for American shoppers

A ‘mood board’ for the latest K-fashion trends, Korean e-tail brand W Concept encourages discovery, without being overwhelming. With a curated and beautifully-displayed selection of independent designers, the online store offers American aesthetes a slice of e-commerce heaven.

Location United States

Scope
From sheet masks to the Bangtan Boys to Chimaek, America’s obsession with all things ‘K’ shows no sign of slowing. Thanks to the rise of K-pop stars, K-fashion is gaining attention, and Korean e-commerce site W Concept is reaping the rewards. Although an e-commerce site in Korea since 2006, W Concept launched in the US in 2015. But the marker of its stateside success was its two-day ‘URL to IRL’ New York pop-up store in April 2019. Initially envisioned as a space to promote Korean culture, travel, art, and fashion through limited-edition collections by local designers, the company ...

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