The National Polo Shirt, Hazzys 'Iconic' Series
Annual Sales Up 90%... Popular in Vietnam and China as Well
LF's fashion brand ‘HAZZYS’ is gaining popularity across all age groups with its signature ‘Iconic’ line, featuring basic collar T-shirts and more. HAZZYS' Iconic line pursues the ‘British Traditional Look.’ It is a series that encompasses classic items anyone can easily wear, such as collar T-shirts, shirts, and cable knits, totaling about 30 items.
On the 2nd, LF conducted a cross-analysis of 24 years of online and offline sales data and customer purchase data for the Iconic line. The cumulative sales volume of Iconic items reached approximately 2.7 million units, with ‘collar T-shirts’ accounting for about 80% of the total.
Looking at the age distribution of Iconic line customers, the proportions are evenly spread among the 20s and 30s (33%), 40s (33%), and 50s (30%), showing a balanced distribution across the 30 to 50 age range without concentration in any specific age group.
The Iconic line has been HAZZYS' signature line since the brand's inception in 2000, continuing for 24 years. Popular products have become bestsellers, often selling out within two weeks of release and undergoing up to four restock orders.
In particular, the Iconic line has recorded an average annual sales growth rate of 90% from 2020 to the present, supported by a strong fan base. The share of the Iconic line in HAZZYS' total brand sales grew significantly from 6% in 2020 to about 30% last year.
The Iconic line is also driving HAZZYS' expansion overseas. In countries like China and Vietnam, the classic and bright-colored Iconic series is positioned as premium casual wear, receiving high acclaim among local customers.
A HAZZYS representative stated, "HAZZYS plans to firmly establish its position as a global casual brand beyond Korea through continuous lineup expansion and investment in the signature ‘Iconic’ line.”
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