Why are so many South Korean Gen Alphas wearing luxury clothes?
15 Apr 2024
Why are so many South Korean Gen Alphas wearing luxury clothes?

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Jae-eun Chung

Jae-eun Chung is a professor of consumer science at Korea’s Sung Kyun Kwan University. She studies consumer behaviour in the era of artificial intelligence and information technology.

Hyeyoung Woo

Hyeyoung Woo is a professor of sociology and the director of the Institute for Asian Studies at Portland State University. She received her PhD from the University of Texas at Austin in 2008. Woo's research centres on status attainment, such as in education, work, and family, and its associations with health and wellbeing over the course of a person's life, particularly those in the US and Korea. Her current project is titled 'The Making of Women in Korea', funded by the Academy of Korean Studies. Her work has been published in several journals and books, including Redefining Multicultural Families in South Korea.

Kayti Burt

Kayti Burt is a freelance writer with bylines in TIME, Rolling Stone, the LA Times, Teen Vogue, and Vulture. She specialises in the rise of non-English-language culture in the West and globally.