Cashmere Sales Up 200%, Suits Up 40%...
Strong Performance at Key Department Stores
High-End Transformation Accelerates After Hiring Former Burberry's Luke Guadagnin
In a fashion market where consumer polarization is deepening, Daks is demonstrating its competitiveness through a premium strategy.
LF, a lifestyle and culture company, announced on February 27 that its brand Daks recorded an average sales increase of 35% year-on-year at key department stores such as Lotte Department Store Jamsil and Shinsegae Department Store Main Branch from January to February 25 this year. The brand continues its growth by focusing on department store channels and high-end product lines, accelerating its transformation into a premium-oriented business.
This is attributed to the concentration of sales for premium brands with a clear identity at department stores, amid a consumption structure that has shifted to either ultra-luxury or cost-effective products. Since appointing Creative Director Luke Guadagnin, formerly of Burberry, in 2021, Daks has pursued a five-year premiumization strategy that includes expanding the use of European high-end materials, modernizing heritage-based designs, and developing differentiated patterns.
By product category, high-end outerwear and suit lines drove sales. Sales of men's cashmere coats grew by 200% year-on-year, while over 1,000 units of the women's Colombo cashmere coats, priced between 2 million and 3 million won, were sold through a second reorder. The women's fur category also saw a 45% increase.
In particular, items unveiled at a fashion show for VIP customers in November last year have been selling well. The highest-grade nappa leather blouson and goat suede blouson, which were launched as part of the 2026 Spring/Summer (SS) collection, each achieved a 40% sell-through rate within two weeks of their release in early February, demonstrating growing demand for high-end leather outerwear.
Within the suit line, the "London Suit" is the flagship product. By using materials from Italy's Guabello and the UK's Dormeuil-both representative of European high-end fabrics-Daks added depth to the luster and color and redesigned the silhouette. As a result, sales increased by 40% during the same period.
An LF Daks representative stated, "As consumer polarization intensifies, customers' criteria are shifting from price to the clear quality of products," adding, "We will continue to strengthen our premium brand positioning by further advancing our materials and designs."
Meanwhile, for the 2026 SS season, Daks plans to expand its premiumization strategy by leading with signature items such as trench coats and quilted jumpers, especially focusing on "THE ORIGINAL" line, which offers a modern reinterpretation of the brand's heritage.
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