THEY’RE TRENDY. Korean apparel manufacturers are quicker at launching new styles, says Sally Lim, manager of Lemon Tree Junction. And their modern, updated styles appeal to many. "Their trendy and feminine designs capture a woman's heart, leaving my customers asking for more," says Carol Yoong, owner of Mache Dolls. THEY BOAST TIDY WORKMANSHIP. Korean fashion imports are often well made, so you can generally expect marks of quality like consistent and durable stitching. "We've never had any complaints from customers on bad sewing when it comes to Korean imports. Even for simple basics with few details, Korean manufacturers set themselves apart with attention to workmanship," says Isabel Zhuang, shop manager of Belle De Lis. THEY'RE AFFORDABLE. Though tagged at prices slightly higher than imports from Hong Kong, Korean fashion still beats similar styles from Japan with prices up to 50% cheaper, says Dennis Lim, manager of Ego Shop. THEY'RE LESS COMMON. Apparel from the land of kimchi tend to come in more limited quantities than those mass-produced in China. "Sometimes we stock only a single piece of a particular style," says Dennis. That means you won't find as many women on the streets wearing the same outfit as you. THEY LAST AND LAST Made with good-quality, colour-fade fabrics, made-in-Korea apparel stays in shape even after many washes. "Customers are willing to pay more when they find out that an item is from Korea because they appreciate better quality," says Dennis.

If you’re in Seoul… Don't leave without shopping at these hotspots: WHERE Itaewon WHAT The shopping street, where English is widely spoken and credit cards are welcome. Transforms into a watering hole in the evening. BUY Tailor-made and ready-to-wear clothes, made-to-order shoes (ready in 2-3 days), leather goods, jewellery and sporting goods. WHERE Namdaemun market WHAT Close to deluxe downtown hotels, the largest general wholesale open-air market in Korea is open 24 hours. BUY Womenswear and childrenswear at prices up to 20% lower than elsewhere. WHERE Dongdaemun WHAT A ladies' paradise with a wholesale market and multiple centres like Doota and Migliore that comprises thousands of shops. BUY Apparel, footwear, sportswear, kidswear and bridal accessories. WHERE Myeong-dong WHAT The former arts and cultural centre turned leading fashion street attracts one million visitors daily, and is linked to Namdaemun market via underground passages. BUY Apparel, shoes, accessories and cosmetics. WHERE Shinchon WHAT Being near multiple universities makes this area popular among youths, and inexpensive eats are another plus. BUY Women's apparel, accessories, silver handicrafts and shoes, at reasonable prices. WHERE Anyeon-dong Wedding Street WHAT More than 120 bridal boutiques line the main street, showcasing a jaw-dropping array of bridal gowns. BUY Bridalwear and accessories, naturally.

PRODUCT PHOTOS COOKIE WONG SHOP PHOTOS DAPHNE KOH KOREA PHOTOS KOREA NATIONAL TOURISM ORGANIZATION