[Distribution Hot People] "2030 Generation Doing In-Shop Instead of Department Stores... Their Needs Are the Products"

[Asia Economy Reporter Yujin Cho] Fashion company Shinwon's Zic has launched the 'Cabana Line,' targeting core customers of 28-35-year-old working men in their 2030s. The line is characterized by customization planned from the brand's initial stages to align with the Instagram shopping (Insho) trend.

On the 7th, Lee Changhee, Head of Design at Shinwon Zic, said, "Insho is a trend where power influencers post the clothes they wear today, and demand immediately overflows," adding, "The 2030 generation seeks self-satisfaction over brands, and the market demand for 'customizing' and premium tailored consumption is growing." The 'Cabana Line,' which will debut this spring and summer season, also emphasizes customization.

Lee said, "I wanted to launch a line that proposes products suited to lifestyles and allows sharing them." He is a veteran designer in men's fashion, having served as Planning Team Leader at Solid Homme and Design Director at Jil Sander New York and Il Corso. He joined Shinwon in October 2015 and currently serves as the Creative Director overseeing product planning for Zic.

The Cabana Line targets young professionals who are financially modest but value fashion sense that respects TPO (time, place, occasion) necessary for social life along with their personal tastes. He emphasized, "The Cabana Line satisfies all these needs. Although conceptualized as a business travel line, it is actually optimized for the 'honjanam' (single man) lifestyle."

Using wrinkle-free functional fabrics, the line eliminates the inconvenience of carrying clothes and minimizes lining to enhance lightness. Lee explained, "Although jackets and shirts, they use functional fabrics that allow machine washing, quickly absorb sweat and dry easily (moisture absorption and quick drying), and require no ironing," adding, "They are perfect for single men who find laundry and ironing cumbersome."

While enhancing quality, the cost ratio (cost of goods sold) was also lowered to an unprecedented level. He said, "To achieve lightness and comfort, we removed shoulder pads that correct shoulder angles and accessories that shape the jacket line, but increased manual processes such as patterning and sewing by 20% compared to before," emphasizing, "Although manual processes increased costs by 15%, prices were maintained at previous levels to maximize cost-effectiveness."

To capture the mobile-savvy 2030 generation, a major remodeling of the online mall is underway. A new mall with community functions such as crowdfunding and YouTube content is planned to open as early as April. Finding differentiated features from other brand malls and enhancing speed competitiveness remain challenges.

Lee identified 'faux fur' as the mega-trend item for this year. He said, "This winter, faux mustang coats mixed with polyester and recycled fibers from outer fabric to lining sold well," adding, "With growing national interest in fine dust and the rise of environmentally conscious consumption trends, eco-friendly products like faux fur will continue to be popular."

This content was produced with the assistance of AI translation services.