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Fashion collaboration with retailer leads young generation

The retail industry is attracting the young generation's footsteps to the offline store as a collaboration fashion product. Nowadays, as the fashion field is expanding into the online market, the distribution industry is attracting the hearts of younger generations by taking out the card called "Collaboration".

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This year, Lotte Mart raised its 'fashion division' sales by collaborating with highly recognized fashion brands. According to Lotte Mart, the portion of fashion sales, which accounted for 26.6% of total sales last year, increased by 4.3% to 30.9% in the first four months of this year.

Lotte Mart operates its own brands (PB) such as SPA clothing brand 'Te', underwear brand 'Bonapit' and shoe brand 'Smashing Nine'. The company said that the various designs, high quality and reasonably priced products that these brands collaborate with famous fashion brands are responding well.

Typical collaboration products are 25 kinds of functional underwear that Bonapit and Kolon collaborated, and 15,000 pieces were sold in the month that it launched in late March. 'Te' released four kinds of 'Teorianfit denim' which is optimized for the body shape of Koreans in collaboration with FRJ, a jeans specialty brand. It is 20% cheaper than existing FRJ jeans and has been popular since its launch on April 20th.

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Collaboration fashion products handcrafted by Shinsegae's 'The Case Study' premium burger 'Shake' are getting a good response.

On May 11, Case Study, a project for young people in their 20s and 30s, presented six kinds of t-shirts, hats, and bags in collaboration with  Sheikh Jung. These products have been sold in the branch shop for three days after launch.  

Products with distinctive graphics are designed by Mike Sherman, creative director of the American brand 'Chinatown Market'. You can meet a character who has changed cute like hamburger, hot dog, French fries. 

On the other hand, GS Retail's GS25 is engaged in marketing to buy the Charms card wallet and necklace wallet at a discounted price when purchasing dairy products in cooperation with CHARM'S (Charms), a popular fashion brand from 1020 generations since May.

GS25 said, "We believe that the convenience store and fashion industry collaboration marketing will create positive effects for customers, convenience stores, and fashion companies.

An industry official said, "The retail industry is working with fashion brands that they like to grab the younger generation of consumers who enjoy online shopping from the teens to the early 30s. It seems to be a strategy for.