F&Republic Targets Chinese Street Casual Market with 'Nerdy'

[Asia Economy Reporter Jang Hyowon] F&Republic's street casual brand NERDY, which is distributed in China, is maintaining a stepped growth trend. On the 7th, the company announced that this year's annual sales are expected to more than double compared to the previous year.

Recently, the street casual market has emerged as a new growth area in the fashion industry and has established itself as a segment of everyday wear.

F&Republic signed an exclusive distribution contract for NERDY's marketing in China in February last year. Since then, they have been planning new products, marketing, and distribution tailored to Chinese consumer trends, leveraging F&Republic's strengths in Chinese distribution. In fact, even during the summer, known as the fashion off-season, monthly sales exceeded 400 million KRW, and in the first year of entering the Chinese market last year, sales reached 5 billion KRW.

Within the first half of this year, NERDY's Chinese distribution trademark registration will be completed, and the brand plans to enter Tmall's Domestic Pavilion. Tmall's Domestic Pavilion is a domestic shopping mall targeting local consumers throughout China, and after entering the Domestic Pavilion, sales are expected to increase by more than twice.

Additionally, based on the achievement of being ranked as a TOP sales seller during last year's 6·18 Shopping Day, it is expected that brand awareness and sales growth in the Chinese market will be reinforced once again.

An F&Republic official stated, “Since the local response in the first year of entry exceeded expectations, this year we plan to focus more on stable sales growth and local market penetration based on these results.”