Hyungji I&C Successfully Concludes YEZAC Pop-Up Store at Hyundai Department Store Pangyo with 100 Million Won in Sales

Hyungji I&C (CEO Choi Hyewon) announced on December 9 that it has successfully concluded an exclusive pop-up store for its men's shirt brand, YEZAC, at Hyundai Department Store Pangyo Branch.

Through the operation of the pop-up store, Hyungji I&C achieved a cumulative sales of 100 million won over two weeks and recorded a meaningful result of 108% year-on-year sales growth.

This pop-up store expanded its product lineup beyond the traditional shirt-focused offerings to include a variety of innerwear categories such as casual shirts, knits, and pants. The company analyzed that providing customers with new style experiences was a key factor behind the sales increase. In particular, with the arrival of winter, premium knitwear recorded high sales rates, once again proving the brand's competitiveness.

Additionally, the 'Life Shirt' campaign, conducted in collaboration with ambassador Kim Changok, effectively communicated the brand's philosophy and sensibility, garnering empathy and interest from customers. It also contributed to increased brand loyalty and revisit rates, especially among middle-aged male customers.

A representative from Hyungji I&C stated, "This pop-up store was not merely an expansion of distribution channels, but an important achievement that confirmed the validity of our brand direction and product strategy. YEZAC will continue to strengthen experiential marketing centered on premium commercial districts and further solidify its position as a total innerwear brand."

Based on these results, Hyungji I&C expects that strengthening its experiential marketing strategy will have a positive effect on fourth-quarter performance and overall growth. The company also plans to continue diversifying distribution channels and enhancing the brand through an integrated online and offline strategy.