Thom Browne, a luxury brand that has captivated Samsung Electronics and the globally renowned K-pop boy band BTS, is garnering much attention. Samsung Electronics recently announced that it will launch a limited Thom Browne edition of its new foldable smartphone, the Galaxy Z Flip, by partnering with Thom Browne to target consumers who want to buy a smartphone that goes well with suits.
Thom Browne has recorded a double-digit rise in sales every year since 2017. In 2019, its sales jumped 20 percent from 2018, according to the Fashion Division of Samsung C&T. This year, its January sales increased more than 20 percent on year. Thom Browne is a high-end brand with one cardigan costing up to two million won, but the millennials who spend a lot on value are driving up its sales.
Thom Browne started by selling five suits in a small store in New York in 2011. In Korea, its cardigans drew attention first as famous Korean celebrities such as G-Dragon wore them. Then its suits and card wallets also became popular. The Fashion Business Division of Samsung C&T has been importing Thom Browne products since 2011 and is running 11 stores at the moment.
Thom Browne is also known as a favorite brand of the globally popular Korean boy band BTS. At a press conference during a performance put up in Wembley Stadium in 2019, all BTS members wore Thom Browne fashion items from suits to shoes. "BTS wanted to wear Thom Browne like their uniform on the world stage, so we delivered suits and shoes to them," said an official of the Fashion Business Division of Samsung C&T.
Thom Browne capitalized on the millennials’ propensity to prefer differentiated brands. Designer Thom Browne's “RWB Grosgrain,” a combination of the colors red, white and blue, inspired by a ribbon store, makes the brand distinctive and attracts the millennials.