Shinsegae Inter, 'Studio Tomboy' Joins Farfetch... Reaching Out to Overseas Markets

Studio Tomboy model shot. [Photo by Shinsegae International]

Shinsegae International announced on the 9th that the first-generation domestic fashion brand Studio Tomboy has officially opened a brand store on the global No.1 luxury fashion platform 'Farfetch' and is launching a full-scale overseas market expansion.

Farfetch was established in the UK in 2007. As a luxury platform introducing overseas luxury fashion, it sells products from brands, department stores, and select shops from around the world to over 190 countries. Last year, Farfetch's transaction volume reached $4.1 billion (approximately 5.3 trillion KRW).

Shinsegae International plans to actively promote Studio Tomboy, a representative brand of the highly notable 'K-Fashion', to the global market. On Farfetch, a total of about 50 products will be sold, ranging from Studio Tomboy's basic line, the ‘Studio Line’, to new collections collaborated with overseas designers. The Studio Line mainly features outerwear such as jackets and jumpers, which represent Tomboy. It is characterized by its unique oversized fit and stylish design.

In particular, this year, to target the global market, Studio Tomboy collaborated with the famous overseas designer SIKI IM to produce the ‘Studio Tomboy X (STUDIO TOMBOY X)’ collection. SIKI IM is a Korean-American fashion designer actively working mainly in New York, presenting trendy styles with minimal yet distinctive details.

Studio Tomboy is also considering additional entry into other famous overseas online platforms. Through this, they plan to gradually expand their global business. Instead of conducting overseas business targeting limited countries or regions, the plan is to target a wider range of consumers through online platforms that can cover the global market.

A Studio Tomboy representative said, “As interest in K-Fashion increases, many consumers have inquired about overseas sales through Tomboy’s official social media (SNS),” adding, “By entering Farfetch, we will analyze sales data such as overseas consumers’ purchasing patterns and preferred products to successfully expand our overseas business.”