"We filed a complaint with the Fair Trade Commission earlier today, demanding an investigation into the North Face Korea, which has implemented resale price restrictions in violation of the fair trade law," the Seoul Young Men's Christian Association (YMCA) said during a press conference.

"Our survey of its 23 stores in Seoul shows The North Face is suspected of fixing retail sales by forcing all stores that deal with its products to adhere to its pricing policy. Every single store offers the same deal within a specific discount range, which

is illegal," the YMCA said.

South Korean law bans retail price fixing, whereby a manufacturer and distributors agree upon set prices for products, while manufacturers may stop doing business with vendors if they refuse to adhere to the pricing policy. Price-fixing is viewed as hampering free competition among retailers, thus harming buyers.

The YMCA's move came a week after it criticized major foreign outdoor brands including The North Face for their pricing policies in South Korea, which have local consumers paying an average of 50 percent more for the brand products.

The North Face jackets have become a center of controversy in South Korea, as their popularity among students has caused violent assaults at schools at a time the country is grappling with the issue of prevalent school violence, following well-publicized suicides by students who had been bullied.

The products are also dubbed "backbreakers," as parents have to almost "break their backs" to afford one for their children, who regard the jackets as status symbols. For example, a model named Nuptse 2, which costs 250,000 won (US$220), is considered to be worn only by "losers" while the Himalayan Down Parka, which sells for 690,000 won, is worn by "the big boss."

"A series of social problems surrounding The North Face products has undoubtedly something to do with the foreign brands themselves, which try to profiteer via unfair pricing policies to take advantage of their popularity," the YMCA said.

"We call on the Fair Trade Commission to launch a prompt investigation, and take proper measures such as bringing the case to prosecution if any illegal acts are found," it added. (Yonhap News)