Shinsegae Inter Launches Online-Only Brand 'Beuplemeonteu'

[Asia Economy Reporter Yujin Cho] Shinsegae International announced on the 31st that it will launch the online-only women's clothing brand 'Beaflment' on its own online mall SI Village.

Beaflment is a compound word of 'Visual,' meaning visual effect, and 'Supplement,' meaning addition or reinforcement, conveying the meaning of 'a visual supplement for me.'

It is characterized by allowing various styles to be expressed, targeting women in their 20s who value their own individuality while pursuing practical fashion.

The product prices are set 50-60% lower than existing women's clothing brands, significantly reducing the price burden. It will be launched with a total of 26 products, including jackets, denim pants, training wear, knitwear, and hats.

Along with the product launch, Beaflment unveiled a photo shoot with the concept of 'ON·OFF.' ON refers to weekdays for daily life, and OFF means weekends for rest. It shows practical mix-and-match styles using each product, from formal workwear to comfortable off-duty wear at home.

The jackets, released in various designs, can be worn as a set with setup pants to complete a suit outfit, or paired with jogger pants or shorts of the same jacket to create a different casual style.

In particular, the retro-style training wear 'jogger pants' with ankle bands is a product recently worn by many celebrities and has become a hot topic. Beaflment released jogger pants in black, beige, and mint colors along with matching sweatshirts, allowing them to be styled as a set of sportswear or homewear.

For the highly versatile denim pants, the range of colors and fits has been diversified to expand choices. From the representative straight fit to wide fit pants, roll-up denim with folded hems, and Bermuda shorts in knee length, which are trendy this season, were also introduced. Colors include blue, light blue, black, and ivory.

The price range is 100,000 to 200,000 KRW for jackets, 80,000 to 100,000 KRW for denim and jogger pants, and 50,000 to 60,000 KRW for T-shirts.

A Shinsegae International official said, “We thoroughly analyze the consumption characteristics by target age group and plan products with clear concepts based on this to strengthen online competitiveness,” adding, “Beaflment is expected to receive a good response as a brand that satisfies both cost-effectiveness and emotional value desired by the MZ generation.”

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