Recently, Inditex, the Spanish magnate with its famous brand Zara, launched the Oysho store at COEX, a large entertainment and shopping center in Seoul, mainly for women's home wear and underwear.

It is understood that Korean women are becoming more and more careful in buying underwear, and the market was dominated by high-end and expensive products.

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The global fast fashion brands such as Zara and H&M are rapidly expanding their foothold in the Korean underwear market. Meanwhile, underwear brands are no longer confined to underwear. They gradually extend their tentacles to the general dress.

Eblin, the underwear brand of E-Land Group, says it will pform into a daily clothing brand.

In the near future, it will open a three story flagship store in Seoul's Ming Dong. It plans to launch new products every week, display various styles and designs, and encourage consumers to buy them.

The store will sell.

Pajamas, yoga suits and sportswear, as well as perfume, body milk and so on.

The price of women's underwear ranges from 5 thousand won to 100 thousand won (about 27.5 yuan to 550 yuan), and the price is almost half of the mainstream market.

Recently, Inditex, the Spanish magnate with its famous brand Zara, launched the Oysho store at COEX, a large entertainment and shopping center in Seoul, mainly for women's home wear and underwear.

Oysho has more than 600 stores in the world, mainly underwear, pajamas, yoga wear, swimsuit, shoes and accessories.

Most underwear sells for less than 50 thousand won.

Every week, Spain headquarters will pfer two new products to all branches.

Etam, the French lingerie brand, opened its first branch store in Jiangnan, Seoul, in September.

Eblin Shin Yoo-jeong said: "global underwear trends are changing rapidly. Underwear brands are trying to make sports underwear and pajamas that can be outdoors."

The increasingly popular cheap brands have put pressure on mainstream brands such as lingerie brand Vivien and Wacoal, which account for 50% of the Korean underwear market share and the market size is 800 billion won.

Vivien Park Jong-hyun said: "foreign or cheap brand products are not suitable for Korean women's body shape. We will accept these brands' challenges, but we will stick to the high-end underwear that is most suitable for Korean women."