SK Stoa Launches 'Helenkaren' Fall New Arrivals ... Strengthening Fashion Portfolio

Targeting Women's Hearts with a Diverse Product Lineup
Casual Brand 'Indicode' Focuses on Male Loyal Customers

[Asia Economy Reporter Jo In-kyung] SK Stoa is targeting the fall and winter (F/W) fashion peak season by promoting its own fashion brands 'HELLEN KAREN' and 'indicode'.

SK Stoa announced on the 25th that it will introduce the 'indicode Men's Real Lambskin Leather Jacket' at 11:36 PM on the 27th, and the 'HELLEN KAREN Shine Glow Tweed Vest' at 8:36 AM on the 28th.

The indicode Men's Real Lambskin Leather Jacket is made of 100% natural lambskin leather and is an essential item for the fall season that pairs well with any outfit. The classic-style HELLEN KAREN Shine Glow Tweed Vest can be worn alone during the transitional seasons and layered under a coat in the dead of winter, making it a highly versatile product.

This season, indicode plans to sequentially release a total of 10 items, while HELLEN KAREN will introduce 16 items. Both brands have expanded their product lineups compared to previous seasons, enhancing not only their scale but also their quality. The strategy aims to diversify the fashion portfolio and strengthen product competitiveness to expand the customer base.

Previously launched under the concept of "beauty that resonates with all generations," HELLEN KAREN has established itself as SK Stoa's representative women's clothing brand by consistently ranking first in repurchase customers and reviews in the women's apparel category, even amid reduced clothing consumption due to COVID-19. Compared to last year, the sales volume of spring and summer (S/S) season products increased by more than 20%.

Based on this recognition, SK Stoa plans to position HELLEN KAREN as a total brand. To this end, they recruited fashion model Park Ji-hye as the brand ambassador, focusing on a brand that respects women's dignified beauty and emphasizes a "TIMELESS LOOK" that does not lose style over time. The product range has expanded from core items like suits and pants to include denim, tweed vests, and cashmere knits.

Indicode, launched in February this year as total casual wear for both men and women, is entering its second season by strengthening popular items such as suits and knits and expanding into leather products. This season, the brand plans to focus more on reinforcing its male loyal customer base as a casual brand with actor Sung Hoon as its model. Since its debut in the last S/S season, indicode has successfully established itself by ranking first in sales volume and repurchase customers within SK Stoa's casual category.