LF's 'HIS HEDGES' Opens Pop-up Store in Seochon, a Hot Place for the MZ Generation
[Asia Economy Reporter Song Seung-yoon] LF announced on the 1st that Hazzys is operating a pop-up store introducing its youth casual line ‘His Hazzys’ at the exhibition space ‘Changseong-dong Laboratory’ in Seochon, Seoul, until the 10th of this month.
Hazzys launched the youth casual line ‘His Hazzys’ in March last year to target MZ (Millennial + Generation Z) consumers. His Hazzys is a lively casualwear line that blends London’s preppy look with a modern street fashion sensibility.
Hazzys plans to actively communicate with the young customer base and effectively convey the sensibility pursued by the His Hazzys line by setting up a pop-up store with cultural elements in Seochon, a place frequented by the MZ generation. The theme of the pop-up store is ‘Slow Summer,’ creating a space where visitors can feel a relaxed and leisurely summer atmosphere.
The summer collection showcased at the pop-up store is designed around the concept of the ‘city boy’ who enjoys leisure in the urban environment. It features cool and luxurious materials combined with relaxed fits to emphasize a neat style. Key items include short-sleeve T-shirts made of sturdy yet cool-feeling knitted fabric, and T-shirts and shirts in various colors made from Supima yarn, known as the cashmere of cotton.
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Meanwhile, various on-site events have been prepared to celebrate the pop-up store opening. Visitors who take photos at the pop-up store and share them on Instagram Stories will be offered refreshing beer. There is also an event where film camera photos freely taken by visitors on-site are developed and uploaded to the official social media accounts of the His Hazzys line one month later. Additionally, customers who follow the official His Hazzys SNS accounts will receive special discount coupons applicable to purchases from the summer collection.
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