First Launched in 2019... Strong Female Fan Base
Riding the Wave of K-Fashion to Challenge the Global Market
Kolon Industries FnC division's brand 'Archive Appk' has taken on the global market riding the wave of K-fashion.
Archive Appk is a brand that debuted in 2019. It is a compound word combining ‘archive,’ meaning 'record repository,' and ‘Appk (etudes for people with a keen sense),’ which means studying people with sharp sensibility.
Focusing mainly on bags and shoes, it has secured a strong female fan base. Collaborations with domestic outdoor brand CAYL and women's brand PVCS have created unique synergies, receiving great responses from customers. Since its launch, Archive Appk recorded about 2.5 times sales growth the following year and has since achieved 30-40% year-over-year sales growth annually.
The bestseller product ‘Pling Bag’ was the first item introduced at launch. It features a segmented design and can be styled in various ways as a crossbody, tote, or shoulder bag by adjusting the strap. The cumulative sales volume has reached 70,000 units.
Starting online, Archive Appk opened its first standalone showroom, ‘Archive Appk Atelier,’ in Seoul Forest, Seongsu-dong, Seoul, just one year after launch. In 2022, it opened its second showroom, ‘Archive Appk Home,’ on Dalmaji-gil in Busan. Last year, it entered its first large-scale retail by opening a store in Shinsegae Department Store Gangnam branch.
Since last year, it has expanded into overseas markets including Japan and Thailand. Through local partners, it officially launched its Japanese website last year. The official site offers Japanese language support, local currency shopping, and customer service functions. In the second half of last year, it signed an exclusive distribution contract with Central Department Store, Thailand’s largest retail company. It currently operates stores in three Central Department Store branches in Thailand (Lat Phrao, Silom, World).
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
