LF Maestro Opens First Store at Saigon Center in Ho Chi Minh, Vietnam

[Asia Economy Reporter Eunmo Koo] LF's menswear brand Maestro announced on the 1st that it has opened a new store in 'Saigon Center,' a representative shopping mall in Ho Chi Minh City, Vietnam.

Maestro's first store in Vietnam and its first overseas store offers a full range of men's fashion items, from men's suits and casual wear to accessories.

The store is divided into △'Suit Zone,' where customers can experience Maestro's traditional suit line △'Formal Zone,' featuring comfortable yet formal products △'Casual Zone,' showcasing casual lines.

Vietnam is regarded as a market with great potential that the global fashion industry is paying attention to, as national income and economic affluence increase. Accordingly, LF Maestro is targeting the premium men's fashion market growing among local men in their 20s to 40s, known as the 'grooming tribe,' who have high incomes and invest generously in fashion and beauty.

In particular, the Saigon Center shopping mall where Maestro is located is a representative shopping center in Ho Chi Minh City, situated in the city's core area. It houses various global fashion brands alongside local fashion brands and is mainly frequented by Vietnam's younger generation.

LF Maestro plans to actively target the Vietnamese market, which is approaching a population of 100 million, and expand its flagship stores in major shopping malls in Vietnam based on the successful establishment of the brand in Ho Chi Minh City.

Kim Sang-gyun, CEO of LF, said, "The traditional menswear and casual designs reflecting the latest trends that the Maestro brand possesses are judged to have sufficient competitiveness to attract consumers in their 20s to 40s who are currently driving Vietnam's economy," adding, "Starting with the store unveiled at Saigon Center, we will grow Maestro into a global men's fashion brand."

Meanwhile, LF officially entered the Vietnamese market in 2017 by opening a Hazzys store at Lotte Department Store in Hanoi, and currently operates a total of seven stores mainly in major cities such as Hanoi and Ho Chi Minh City. Maestro is LF's second fashion brand introduced in Vietnam.