Major Korean Fashion Brands Move Aggressively in China
Major Korean Fashion Brands Move Aggressively in China
  • Korea IT Times (
  • 승인 2015.01.23 02:30
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Korea's major fashion brands like E-Land, Basic House, and Avista are doing well in the Chinese market. According to fashion industry sources on January 22, E-Land Group plans to increase its "Teenie Weenie" casual brand shops in China to 1,600 from current 1,200 this year. The retail group saw its sales revenue from the Teenie Weenie brand rise more than 500 billion won last year in China alone, up 30 percent from the previous year.

A company official said, "It seems our strategy to strengthen character design lines has worked for Chinese consumers. This year we will increase the number of Teenie Weenie stores while debuting other brand stores in China." E-Land will introduce other newly acquired brands in addition to E-Land, Scofield, New Balance, and Roem.

Meanwhile, women's wear purveyor Basic House has introduced a total of six brands in China including Basic House and MindBridge. The company won 200 billion won in sales revenue in China from its Basic House brand alone. The number of its stores reaches 1,440. Even though the company is not doing very well in Korea, its business in China has achieved an annual growth rate of about 30 percent for years.

Other clothing brands like MK Trend and Avista are increasingly turning their attention to the Chinese market. MK Trend is currently running brand stores such as TBJ, Andew, Buckaroo, and NBA. Since opening its first NBA store in Shenyang's Lotte Department Store in May last year, the company has opened 16 stores in department stores in major Chinese cities. It plans to open additional 30 locations this year to make the total number to 80.

Avista, with brands like BNX, Tankus, and Kai-Aakmann, is moving into the Chinese market by signing partnership contracts with local companies. In cooperation with China's Dishang Group, the company launched a new brand called "G.Revive' late last year and started opening locations in major Chinese cities.

Source: The Korea Economic Daily

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