Handsome Co’s high-end women’s apparel brand Time is projected to report revenue of more than 200 billion won (US$176 million) this year, the first South Korean women’s clothing maker to achieve the milestone.

Time last year had a record 165 billion won in sales.

Since launching in 1993, the brand has never been offered for discount sale. Its premium marketing has paid off in the form of annual growth of 20 per cent against a slowdown in overall retail business.

NH Investment & Securities analyst Lee Ji-young says consumers are moving away from the fast-fashion trend to choose high-end labels.