Fashion turns curator as brands build marketing territories beyond runways

The fashion business is no longer confined to racks and runways. Increasingly, brands are staging exhibitions, commissioning architecture and curating immersive spaces to deepen their narratives — and draw consumers into something closer to a cultural experience than a shopping trip. At the center of this shift is a changing consumer. Younger shoppers, particularly millennials and Generation Z, are not just buying products but buying into stories — brand philosophy and cultural messaging. In res

By The Korea Herald