'2030 Jabja' MZ Generation Brand Launch Boom

[Asia Economy Reporter Yujin Cho] The fashion and beauty industries are consecutively launching exclusive brands targeting the 'MZ Generation (Millennials + Generation Z)'. They focused on the consumption trends of the MZ Generation, who seek fun through consumption and pursue unique experiences.

LF, a lifestyle culture company (CEO Oh Gyusik), announced the independent launch of 'Fizz,' the young line of Hazzys, as a lifestyle brand for the MZ Generation. First introduced in 2017, Fizz is a total traditional casual brand that covers young customers in their 20s and 30s by wittily interpreting the illustration of the dog, the symbol of its mother brand Hazzys, every season.

As the brand name means ‘face’ or ‘expression,’ it prominently features characters that embody the playful faces and expressions of various animals worldwide, vibrant colors, and bold designs.

For its new start as an independent brand, the first collection for the fall/winter season was themed retro. It consists of about 20 items, including stadium jackets that apply the symbols of graffiti?a hallmark of 1990s hip-hop culture?‘Greek logos,’ and graphic artwork using various embroidery techniques, as well as sweatshirts, long cardigans, knits, hoodies, cargo pants, and track pants.

As a brand for the MZ Generation, Fizz plans to maintain a distribution strategy focused on online malls where MZ consumers have a high usage rate, such as Musinsa and 29cm, in addition to LF Mall.

Earlier, at the end of last month, Kolon Industries’ Street FnC division (hereafter Kolon FnC) launched the unisex young casual brand 'Lucky Marche.' Lucky Marche features unique designs and details that carry the heritage of Lucky Chouette and positions itself as an online-centered brand targeting the MZ Generation aged 25 to 35 as its main customer base.

To this end, they appointed Ravi, the head of the hip-hop label Groovl1n and a rising blue chip in various fields in 2020, as the model to emphasize youthful sensibility. The items are composed of clothing and accessories that can be worn by both men and women, mixing original colors and graphic details with men's silhouettes and materials.

The first season will showcase a total of 51 styles, including oversized mac coats, anorak jumpers, T-shirts, pants, jeans, bucket hats, sneakers, and bags. Notably, oversized fit outerwear, jackets and jogger pants suitable for set-up coordination, and volume silhouette T-shirts dominate, with colorful lettering and tape details used as accents.

Beauty healthcare specialist Cellreturn recently launched a new brand, BD2, targeting the MZ Generation. A Cellreturn official explained, "We launched a new brand for the MZ Generation to attract the 2030s, who lead consumption trends, as our main customer base."

BD2’s first lineup includes the ‘Finger Cleanser’ equipped with an auto finger sensor. The BD2 Finger Cleanser is a silicone brush-type vibrating cleanser that operates simply by inserting a finger into the band. The fine vibrations at about 11,000 times per minute wash pores multiple times faster than hands, helping to cleanse effectively.

It features a cute design resembling a macaron and lively colors. Compact enough to fit in one hand, it comes in three vibrant and stylish colors: purple, lime, and pink. Using a non-toxic silicone brush, it is safe and practical with IPX6 waterproof rating, allowing use even during showers.