Actus des entreprises • Membres
Latitude 37, a decade of Retail Excellence & Beauty Consultancy, bridging global brands with Korea.
Portfolio @Ulla Reimer
This year marks a milestone for Latitude37 (www.latitude-37.com)—its 10th anniversary. Founded in 2015 by Xavier Dufoix, luxury industry expert with 30 years of experience across Asia and Europe, the consulting company emerged from a vision of entrepreneurship in the dynamic heart of Seoul, embodying the unique magnetism of the city.
This Seoul-based consultancy has been more than a business; it’s a pioneering bridge connecting Korea to the global stage in retail, beauty, and brand development. It offers strategic guidance to international brands, and helps them navigate the Korean market, with insights on business development and market trends through the platform MAGNETIK SEOUL®
The Genesis of a Vision
Greater Seoul is uniquely positioned on the 37th northern parallel—an emblematic location that inspired the name Latitude37. Since its inception, the company has dedicated itself to navigating Korea’s distinct market with focus on luxury retail innovation and excellence. From its humble beginnings, it has grown into a trusted partner for brands seeking expert advice in the fiercely competitive Korean landscape.
A Decade of support to the vibrant Korean luxury market
Latitude37’s journey has been defined by collaboration, adaptability, and commitment to excellence. The numbers speak to the achievements:
- 10 years of strategic development and market insight for brands and organizations worldwide.
- 20 multi-cultural collaborators with their experience and passion have contributed since 2015 to shaping Latitude 37’s vision.
- 30 brands supported in 3 key areas: Retail Management, Beauty Consultancy, and MAGNETIK SEOUL®.
The team at Latitude37 has consistently delivered adapted solutions, earning its reputation as a reliable advisor in luxury, lifestyle, and beauty segments. Whether guiding brands through the fast-paced retail market or bridging France and Korea beauty innovations, the company has helped in transforming ideas to life.
Seoul’s Magnetic Appeal
Latitude37’s success is inextricably linked to Seoul’s unique identity—a city of contrasts, blending modernity and tradition. As Xavier Dufoix recalls from early career experiences: “adapting to Seoul's electrifying pace requires humility, openness, and resilience”. From Xavier’s first professional trips for Cartier in 1996 up to today, he often heard: "Korea is different"! It's so different, in fact, that anyone, at first, can lose his bearings!
With great humility and openness, you manage to adjust to these sorts of oscillations between surprise and satisfaction, understanding and intense questioning! Our western compass ends up harmonizing with what Xavier defines as the 4 electrifying poles of Seoul’s magnetism:
- The relentless energy of "빨리 빨리" (hurry, hurry).
- The creativity and confusion of K-Culture at every level.
- The harmony of ancient traditions with cutting-edge innovation.
- A collective and fierce determination to succeed.
Such 4 magnetic poles explain, he believes, the driving force behind fast and great changes making Korea’s worldwide influence so remarkable today in areas such as luxury, beauty, and fashion territories.
Innovations Rooted in Collaborations
Latitude 37 has been helping brands and groups focusing on their strategy, partnerships, and operations in Korea. The team advises, represents, and acts to implement marketing and distribution strategies in the diverse field of “Lifestyle”, so magnetic in Seoul.
In 2017, Latitude 37 began a privileged partnership with @Experis, deciding to support the huge traction of the skincare and fragrance sector in Korea. A proven methodology and expertise in cosmetic development and industrial management (with @Beauty Motion SAS) have helped to bridge French excellence with hypnotic K-beauty innovation!
In 2024, with the force of the blue dragon year, the innovation has a name MAGNETIK SEOUL®. Through this platform, the aim is to share expertise and a vision of this genuine Korean trend. Through various possible missions, it is about understanding the latest developments and learning from them as a source of inspiration, giving decision-makers the keys to adjusting to Korean magnetism.
Proud to be the Paris-based trend agency @CIC’s Seoul hub particularly focusing on beauty innovation, the L37 team eagerly tracks trends within luxury, lifestyle, and fashion territories. In the past couple years, as trend navigators, Latitude 37 organized, for several brand leaders visiting Seoul, learning expeditions, market presentations, or inspiration tours in the city’s latest trend-setting areas.
Korea represents a constant journey where things move on a short timeframe; you must learn to steer by sight and to always be ready in the land of the morning calm! To explore further: www.latitude-37.com, @latitude37_korea
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