Hyoungji I&C, ‘BON’ Brand Renewal Drives Over 50% Growth in Premium Suit Sales

Hyungji I&C (CEO Choi Hye-won), which sells the brands Yejak, Bon, and Carisnote, is reaping significant benefits from the brand renewal of its premium menswear brand ‘Bon (BON)’.

In the first half of this year, Hyungji I&C expanded the domestic native shirt brand ‘Yejak’ into a total innerwear brand, and in the second half, completed the brand renewal of the premium menswear brand ‘Bon (BON)’.

After recruiting Director Jung Jin-young, formerly of Shinwon, as head of the business division last November, Hyungji I&C carried out the brand renewal and, after more than a year of preparation, transformed the brand into a completely new image. Recently, they held a convention in Jeju Island to showcase the new collection with a ‘French Traditional’ mood, receiving positive responses from fashion industry insiders.

Recently, following the brand renewal, the sales of ‘Bon’ have continued to increase, and the company evaluates the attempts at change as successful. In particular, the premium suit line has grown by more than 50% compared to the previous year, establishing itself as a key item. The suit line has long accounted for the largest portion of ‘Bon’s overall sales. Hyungji I&C has adopted a premium strategy emphasizing delicate details based on premium fabrics and modern designs for the existing suit line.

They used Italian imported fabrics for 80% of the total volume and applied the three-dimensional pattern Camicia technique, prioritizing the lightening of heavy and uncomfortable suits. Especially recently, as customers increasingly purchase suits not just for commuting but as collectible items, the demand for wedding attire has significantly increased, the company explained.

In addition to the premium suit line, Hyungji I&C also offers suits with basic designs and enhanced quality at reasonable prices that are affordable even for young professionals. They are also expanding consumer choices by adding casual suits based on outerwear.

In particular, the casual line mixes French and Japanese moods to present trendy daily wear, and by strengthening accessory lines such as hats, shoes, and bags, the brand plans to emerge as a leader for its main customer base of people in their 30s and 40s.

A company representative stated, “We are reborn as a differentiated menswear brand by presenting a new lifestyle to our existing loyal customers while also satisfying the needs of trendy customers. The high growth of the premium line suits using imported fabrics is seen as a positive sign for this brand renewal.”

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