Beaker Launches 'Be Underbar', Its First Online-Only Brand
[Asia Economy Reporter Yujin Cho] Beaker, the contemporary multi-shop of Samsung C&T Fashion Division, announced on the 8th that it will launch an online-exclusive brand called 'Be Underbar' to expand its online business and target millennials.
Be Underbar is a symbol representing a blank space, embodying the meaning of a blank space that captures the sensibility of the current era based on Beaker's brand identity.
Beaker has composed the Be Underbar line with trendy and unisex style products centered on its self-produced original line (PB) items. In particular, targeting customers aged 25 to 35 who prioritize trendiness and cost-effectiveness, the prices are set at about 60% of Beaker's products.
The Be Underbar business will be developed through Samsung C&T Fashion Division's integrated online mall SSF Shop, while showrooms will be established at Beaker's Cheongdam and Hannam flagship stores to strengthen branding.
This fall/winter season, Beaker set the Be Underbar concept as 'relationship,' redefining relationships beyond conventions with toned-down colors and relaxed genderless silhouettes.
Be Underbar consists of clothing and accessories such as oversized mac coats and single coats, semi-oversized pea coats and trench coats, oversized jackets, denim pants, cardigans, shirts, sweaters, and necklaces.
Prices range from 200,000 to 300,000 KRW for outerwear, and around 100,000 KRW for pants, cardigans, sweaters, and accessories.
Song Taegun, Beaker team leader, said, “Beaker is providing various lifestyle experiences to the MZ generation and carrying out differentiated branding. With the launch of Be Underbar, we will present a unisex concept and contemporary style to young people who value cost-effectiveness and are interested in fashion.”
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Meanwhile, to celebrate the launch of the online-exclusive Be Underbar products, Beaker has prepared a free exchange and return promotion. Twenty customers who write the best reviews will be selected by lottery to receive a 50,000 KRW gift certificate.
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