LF

Rosella Prism Bag, an iconic piece from the contemporary accessories brand, Jill Stuart Accessories, operating under LF (CEO Kyu Sik Oh), has shattered the 10,000 mark in cumulative sales in just 2 years after its launch. 

Initially released in three different styles, i.e. clutch bag, backpack and shopper bag, in May 2015, Rosella Prism Bag became completely sold out in around 50 days after its launch, and resulted in reorders, gaining the momentum to be a hit product. The product line has been gradually expanded, with a wallet line added last year and a shoulder bag (cross bag) line added earlier this year. 

Since the initial launch, Jill Stuart Accessories organized an aggressive marketing campaign with celebrity endorsers such as hip hop artist Jessi, Key of the popular idol group SHINee, and rising actress Kim Tae-ri to effectively promote Rosella Prism Bag, which helped raise consumer awareness of the product line. In this season, the company has signed Jung Chae-yeon, a member of a girl group called DIA, as an exclusive model, with the aim of emerging as an accessories brand that is coveted by even young consumers in their teens and 20s. 

Rosella Prism Bag has been steadily gaining popularity among young women in their 20s and 30s, as the modern design incorporated with the unique geometric patterns is easy to mix and match with diverse outfits. The wallet and clutch featuring a combination of gold and black colors, in particular, have become a must-buy item among Chinese tourists, who especially love gold. 

Of particular note, the shoulder bag (cross bag) line introduced this season has sold more than 2,000 units as of mid-April, with more than half of the season remaining, and it helped boost the total sales for the brand in the first quarter. 

In fact, Jill Stuart Accessories has recorded an enormous sales growth of around 20 to 30% every year since 2014. In the first quarter of this year, the strong sales of the bags such as the Rosella Prism Bag Shoulder Bag line and Shop-a-holic and the wallets such as Stella and Petit Diamond have led to a 50% year-over-year increase in quarterly sales, and Jill Stuart Accessories ranked No. 1 in terms of cumulative sales from January to March among the major contemporary accessories brand stores at department stores nationwide including Shinsegae Gangnam and Lotte Busan. 

Managing Director Jo Bo-yeong, who is also the Head of the Accessories Division at LF, said, “The fact that Rosella Prism Bag recorded more than 10,000 in sales, as a single product line of an accessories brand for which consumer preferences are very diverse, attests to the fact that it has become an iconic bag that represents practicality and individuality among young female consumers,” and added, “Jill Stuart Accessories will continue to identify the ever-changing preferences of consumers, and boldly reflect them in our product planning to firmly establish ourselves as a beloved brand by trendsetters.” 

.

Meanwhile, Jill Stuart Accessories launched in the fall of 2010 is a brand that has been strategically developed by LF, targeting the contemporary accessories market that has been growing at a rate of over 20% each year, which has resulted from the increased quality of life and the young Korean consumers seeking more high-class fashion items. The main target populations are men and women between the ages of 25 and 35 who pursue fashion styles similar to those of New Yorkers.