LF launches the women’s select retail brand, a.t. corner
a.t. corner, the select retail brand that combines only the best of the retail and manufacturing industry!
A new collaboration line with Hollywood top celebrity, Chloe Sevigny.
LF (Representative: Koo Bon Keul of www.lfcorp.com) will officially launch a.t. corner, the women’s select retail brand, this fall.
a.t. corner combines only the best of the retail and manufacturing industry by providing consumers with contemporary style options at a reasonable price. It took a market test in S/S at several stores before it is officially launching to the market this fall.
a.t. corner is a select retail brand that offers both the brand’s exclusive items, as well as selected ones from other shops. The private brand (PB) is created based on the latest trends and items of promising rookie designers. The potential of these burgeoning designers is recognized in the local and international fashion scene, and will thus be featured alongside the selected item offerings, at a 50:50 ratio.
This select retail brand, which consists of PB items and exclusive items, has evolved from similar shops that have emerged rapidly in the last few years. This is seen as a response to the consumers’ need of being able to purchase a variety of goods and items at a single location. Some examples include the Opening Ceremony in the US, and United Arrows in Japan.
Targeting women who are in their 20s and 30s, a.t. corner’s products will be priced at the midrange level, which should suit the targeted customer’s consumption needs. The price of t-shirts, skirts, and coats will be around KRW 59,000, KRW 99,000 and KRW 200,000. The price range of the MD makeup will depend on the commercial zones where the products will be sold.
a.t. corner will feature a collaboration collection with Hollywood top celebrity, Chloe Sevigny. The collection will be unveiled during the brand’s market launching. The collaboration line features coats, blouses, skirts, and other various fashion items that represents Chloe Sevigny’s chic and posh style.
The first a.t. corner store was opened at the World Trade Center branch of Hyundai Department Store on October 5. By the end of the year, around 15 stores are planned to be opened in various department stores and shopping malls. The company targets to have a sale of KRW 30 billion by 2015.
Subin Cho, the Vice President of the LF Retail Brand Business, said that a.t. corner is a preemptive strategy that responds to the rapidly changing domestic fashion retail environment. “Our ultimate goal is to position a.t. corner as the leading retail brand in the women’s fashion industry in Korea. With this, we will first establish a.t. corner’s brand identity through PB items, and organize a large number of domestic/international designer brands that are sensitive to the latest trend by the characteristics of different commercial zones,” said Cho.
Meanwhile, LF is going to run “Lucky Bag” promotion at the World Trade Center branch of Hyundai Department Store, and at the Jamsil branch of the Lotte Department Store during the brand launch. Customers will have chance to buy KRW 50,000–120,000 items at just KRW 30,000. Those who will spend more than KRW 100,000 will get a free a.t. corner pouch.