Galaxy Establishes New Brand Identity on 40th Anniversary
Samsung C&T Fashion Division's leading menswear brand, ‘GALAXY,’ is celebrating its 40th anniversary by redefining its brand identity (BI) as a premium brand embodying ‘men's elegance’ and plans to continue evolving as Korea's number one menswear brand.
On the 5th, Samsung C&T Fashion Division held a press conference at the Lansmere flagship store in Hannam-dong, Yongsan-gu, Seoul, to revisit the 40-year journey of GALAXY and explain the brand’s future direction based on menswear market analysis.
Launched in 1983, GALAXY marks its 40th anniversary this year by adopting ‘Tailored Elegance’ as its new BI. The brand announced plans to present modern menswear with a refined sensibility, elegantly crafted from formal to casual wear, based on premium materials and modern tailoring technology tailored to the Korean body shape.
Since early this year, GALAXY has showcased menswear infused with originality and creativity in collaboration with the global brand ‘Kanghyuk.’ It plans to break the conventional menswear framework by emphasizing genderless silhouettes and casualizing. Specifically, it will propose the future of menswear through oversized styles, structural silhouettes, designs with added volume, and diversification of casual products through variations in materials and colors.
Additionally, considering diverse customer demands, the brand has differentiated its products from premium to affordable lines. The premium product range includes the ‘Lansmere’ line, consisting of bespoke and in-house products; the ‘Prestige’ line, featuring proprietary materials such as Shulein and Shulein Mohair; and the reasonably priced ‘GALAXY’ line. Notably, GALAXY is running a 40th-anniversary campaign under the slogan ‘Find Your Elegance,’ communicating various content that interprets the brand’s concept of ‘elegance’ as the graceful attitude and lifestyle desired by men in their 40s.
Moreover, GALAXY has launched a 40th-anniversary special collection incorporating non-adhesive construction, patterns optimized for the Korean body shape, and cutting-edge lightweight technology. This special collection reinterprets the brand’s heritage and premium identity with jackets and coats featuring new patterns and materials in a modern sensibility.
Representative pieces include a premium jacket reinterpreted from the high-end heritage jacket worn by Richard Gere in a 1996 advertisement and the jacket Pierce Brosnan wore in a 2006 commercial, applying new silhouettes, patterns, and jersey materials. Additionally, the Sartorial coat, a modern reinterpretation of the cashmere Chairman coat that played a pivotal role in maintaining the number one position in the menswear market from 1998 to 2005, was introduced.
GALAXY also developed exclusive products in collaboration with traditional Italian brands. It presents detachable-style wool overcoats and wool quilted overshirts with ‘Balsta,’ a luxury menswear house established in Milan in 1911, and offers cashmere double overcoats and cashwool herringbone double overcoats with ‘Tagliatore,’ a young and trendy tailoring brand from southern Italy launched in 1999.
To deliver a premium customer experience, GALAXY plans to expand the ‘Atelier di GALAXY’ stores alongside the Lansmere flagship store, GALAXY’s top-tier line. Atelier di GALAXY applies the Lansmere concept, differentiating itself from existing GALAXY stores by offering bespoke tailoring services by professional tailors and selling global brand products such as ‘Jacob Cohen,’ ‘Balsta,’ ‘Cortigiani,’ ‘Cesare Attolini,’ and ‘Kiton.’ The stores opened in April at Lotte Department Store Main Branch and in May at Shinsegae Department Store Centum City Branch.
Lee Mooyoung, head of Samsung C&T’s menswear business division, stated, “GALAXY, which has firmly maintained its position in the menswear market for the past 40 years and evolved into a premium brand, is redefining its BI and launching the ‘Find Your Elegance’ campaign to sustain competitive advantage as a brand desired by men in an era of consumer fragmentation. As Korea’s representative menswear brand, we will take responsibility to propose the future of menswear and continuously transform GALAXY into a brand that is always fresh and desirable.”
Meanwhile, GALAXY has prepared an exhibition at the Lansmere Hannam flagship store to commemorate its 40th anniversary. The exhibition features an archive space showcasing iconic suits and coats from different eras over the past 40 years, as well as the 40th-anniversary special collection and collaboration products.
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