Targeting Women Aged 45 to 54... Relaunch After 10 Years
Directed by Han Hyeyeon, Embracing a Premium Feminine Concept
On August 11, GS Shop announced that it will relaunch its in-house fashion brand 'Lenecru' after a decade through a comprehensive rebranding.
Lenecru is a women's apparel brand first introduced by GS Shop in 2015 as an original in-house project. Starting from the upcoming fall and winter season, the brand will be relaunched under the concept of 'premium feminine,' with a complete overhaul of materials, designs, and product lineup tailored to the needs of GS Shop's core customer segment: women aged 45 to 54.
At the center of this rebranding is Han Hyeyeon, one of Korea's top stylists. As the brand director, Han Hyeyeon established 'delicate and warm femininity' as the brand's identity and led the rebranding process. Overseeing every aspect from fabric selection and design to styling and model casting, she has successfully embodied the global fashion trend of 'quiet luxury' with a high level of sophistication.
The reason GS Shop has chosen to strengthen its in-house brands rather than focusing on overseas licensed or designer brands is the growing trend of 'value consumption.' The company analyzed that as consumers' criteria for fashion choices shift from 'showing off' to 'value,' people now prioritize styling that matches their own aesthetic standards over simply choosing products based on brand recognition.
In fact, the in-house brand 'Core Authentic' has seen a significant increase in sales thanks to this value consumption trend. By reflecting the desire to look 10 to 20 years younger than one's actual age in its designs, Core Authentic achieved order sales of 47 billion won in the first half of this year alone. This represents approximately 250% growth compared to 13.4 billion won in the same period last year.
The first Lenecru products will be unveiled on broadcasts at 10:45 p.m. on August 22 and 9:45 p.m. on August 26. The August 22 broadcast will feature premium feminine items such as pleated wide pants, an Italian sheer pullover, and a bustier. The pleated wide pants emphasize elegance with deep pleat details and a graceful drape silhouette, while the Italian yarn sheer pullover and bustier are characterized by a soft texture and subtle sheen, maximizing sophisticated femininity when styled in layers.
The August 26 broadcast will showcase key items that best represent the Lenecru brand identity, including a 100% wool jacket and pants set and a cotton shirt. The jacket features a detachable frill detail and a cropped length for versatile styling, while the pants offer a classic wide straight fit for a comfortable yet refined silhouette. Director Han Hyeyeon will appear on both the August 22 and 26 broadcasts to provide in-depth explanations of the brand, individual item designs, and styling tips.
Choi Bora, MD of GS Shop's Fashion 1 Team, explained, "Lenecru is not just a piece of clothing, but a brand that allows customers to express their inherent beauty and tastes in a sophisticated way."
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