"'Breaking the Boundaries Between Generations 'X' and 'Z'... Fashion's Domain Disruption"

LF, Hazzys and Daks Focused 'Ageless' Strategy

Emphasis on Evolving into an 'Age-Unaffected Brand'
Strengthening Imported Distribution Business Including Champion and Barbour
Significant Year-on-Year Sales Growth from January to April

Life culture company LF is focusing on evolving into a fashion brand that can be worn regardless of age. The company is implementing strategies to encompass purchasing customers centered around the 'Hazzys' brand, preferred by the MZ generation (Millennials + Generation Z), and the 'Daks' brand, familiar to middle-aged and older consumers.

Daks Women's Collection Saint Ives Photoshoot Featuring Actor Kim Yong-ji [Photo by LF]

According to LF on the 21st, the company has transformed into a brand-centered organization led by Hazzys and Daks, organizing planning, design, sales, marketing, and content production roles to be organically connected. Additionally, for online-based brands that need to rapidly change targeting younger generations, a task force (TF) organization composed of MZ generation members has been introduced to support autonomous decision-making.

Hazzys, celebrating its 23rd year since launch this year, is LF's flagship brand and is emerging as a global brand representing K-fashion. Brand sales from January to April grew 20% compared to the same period last year. Although Hazzys' main target is people in their 20s and 30s, the age range of purchasing customers is widely distributed from teenagers to those in their 50s. The company analyzes that Hazzys' brand philosophy of "clothes that anyone, regardless of age or trend, can enjoy wearing" has been effective.

In 2020, marking the 20th anniversary of the brand's birth, Hazzys recruited world-renowned designer Kim Hoon as the global Chief Creative Director (CD) and has been conducting branding work to strengthen its identity. Based on the philosophy that "correct and strong traditional designs mature and shine more over time," the brand is developing its classic sensibility from a new perspective.

Recently, Hazzys has been focusing on strengthening branding by promoting the 'Iconic Line,' a steady-selling item that has consistently sold well. The Hazzys Iconic series saw brand sales increase by 50% year-on-year from January to April this year, accounting for more than 20% of total sales.

Hazzys 2023 SS Lookbook
[Photo by LF]

Launched domestically in 1983, Daks has expanded its portfolio over 40 years to include various categories such as menswear, womenswear, golf wear, accessories, children's clothing, bedding, and furniture. Recently, the brand recruited world-renowned designer Luc Guedard, formerly of Burberry, as CD and has been presenting new collections since last year. The focus has been on transforming Daks into a younger and more challenging brand by inheriting the brand's unique tradition while innovating functional aspects.

This emphasizes expanding the young customer base and becoming an 'ageless' brand enjoyed regardless of age. Since last year, Daks has been signaling its brand direction through a new approach by appointing actor Kim Yongji, familiar to the MZ generation, as its exclusive model. As a result, Daks brand sales from January to April this year increased by 30% compared to the same period last year.

In addition, LF is actively developing an import distribution business that covers various age groups by securing the operating rights of 'Champion,' known for American sportswear, and 'Barbour,' considered a British national brand. Barbour's brand sales grew by 70% year-on-year from January to April this year, and Champion also increased by 40%.

An LF official stated, "Through two brand management strategies?cultivating mega brands and discovering new brands?we plan to achieve differentiated customer value realization and continuous growth."

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