Zara has opened a flagship store in the heart of Seoul emphasising a unique selling point - that its clothes designed for children are cheaper than adult's and will fit many of South Korea's super petite slender women.

Zara already has an outlet at a Seoul department store and another at the Coex mall but this is the first time the Spanish company has introduced kid's clothes to the Koreans and a stand alone store.

"We are still watching the Korean market, but the initial evaluations indicate that South Korea could be one of the most promising markets in Zara's Asia expansion," said a spokeswoman for Zara.

The new store is in Seoul's fashionable Myeongdong district, a major shopping and tourist spot in the heart of Seoul.

Zara says it will open two more stores - one in Gwangjin-gu, Seoul, in October, and another in Bundang-gu, Gyeonggi Province, in November.

By Michael Fitzpatrick.