[Asia Economy Reporter Yujin Cho] Hansome is launching an online select shop targeting millennial consumers. The plan is to create a dynamic and unique mobile-based online select shop to intensify efforts to capture future potential customers.
Hansome, a fashion specialist company affiliated with Hyundai Department Store Group, announced on the 24th that it will launch a new online select shop called 'EQL' on the 27th. EQL is derived from the English word 'Equal,' meaning equality, and signifies 'a space where diverse and unique styles are completed.' It will consist of a total of about 130 brands including clothing, accessories, beauty, and lifestyle, including Hansome's private brands (PB).
A Hansome official said, “We combined the product planning capabilities accumulated from operating Korea’s first-generation select shops, Muui and Tom Greyhound, with the know-how of successfully launching and operating The Hansome.com,” adding, “We plan to offer stylish and trendy products preferred by young consumers, ranging from premium to mid-priced brands.”
Regarding the operation of EQL, Hansome plans to differentiate products and content from existing online shopping malls by employing ‘pinpoint marketing’ and ‘monthly theme marketing.’
Hansome will first drastically reduce the number of brands to focus on a select few. Unlike typical fashion malls with 1,000 to 2,000 brands, only about 100 brands will be carefully selected and operated. The brands will include Hansome’s own brands developed to reflect its identity, brands that have recently received positive responses on SNS, and newly discovered emerging designer brands. Additionally, in the second half of this year, Hansome plans to introduce a ‘pop-up store’ in the form of a shop-in-shop featuring new brands not yet introduced domestically, in collaboration with overseas sourcing partners.
Hansome will also pursue content differentiation through monthly theme marketing. Each month, they will select and propose stylish items matching a new theme and develop exclusive EQL products in collaboration with existing brands. In June, under the theme ‘We are all EQL,’ they plan to present an exclusive capsule collection featuring about 20 models from five brands: Studio Concrete, Prainoc, Aika White, Instant Funk, and SJYP.
Hansome EQL has implemented a user interface (UI) and user experience (UX) optimized for mobile shopping. The mobile site will be styled like a magazine with items and coordination methods matching the theme. To this end, unnecessary product descriptions will be minimized and the site will be composed mainly of photos for intuitive viewing.
Hansome also plans to operate an experiential store (tentatively named EQL Lab) where customers can directly experience EQL products in connection with offline stores such as The Hansome House.
A Hansome official said, “We have prepared a completely different form of mobile select shop tailored to the needs of millennial consumers who value value consumption,” adding, “We will lead a new fashion culture through Hansome’s unique and differentiated content.” End.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
