LF’s Hazzys to expand the global reach of K-fashion through e-commerce
Official brand store opened on ‘Shopee’, the largest e-commerce platform in Southeast Asia
- Establishment of an integrated fashion brand store that covers casual fashion, accessories, and golf wear for the first time in Korea
- Expansion beyond China and Vietnam towards Singapore's online market and making its mark in Southeast Asia
The traditional casual brand ‘Hazzys’ of LF, a lifestyle-focused company, announced on the 5th that it has launched an official brand store in Southeast Asia’s largest e-commerce platform, Shopee Singapore, in order to expand into the global market.
The Hazzys Store, which opened in Shopee Singapore, is the first domestic fashion brand to offer a complete fashion store featuring men's and women's casual clothing, accessories and golf wear. The brand store, operated in the form of a ‘shop-in-shop’, is an integrated store that showcases the best a fashion brand like Hazzys can offer.
Shopee, launched in 2015, is the largest e-commerce platform in the Southeast Asian market with a total of 600 million users spanning seven Asian countries including Singapore, Indonesia, Vietnam, Thailand, Malaysia, Taiwan and the Philippines. As of 2020, more than 10 million sellers have entered into contract with the platform, while the total transaction amount reached KRW 40 trillion and the total number of orders exceeded 2.8 billion.
Hazzys first turned its attention to Singapore's rapidly growing e-commerce market. According to the 'e-Conomy SEA 2020' report published by Google together with Singapore's sovereign fund 'Temasek' and the consulting firm 'Bain & Company', as a result of the impact of Covid-19, Singapore's e-commerce market grew by 87% from the previous year. About 30% of digital service users in Singapore started using the platform last year, and 91% of them said that they will continue to use it even after the end of the pandemic, solidifying e-commerce as a key shopping method.
Hazzys will provide mobile-based services that are optimized for each user by region, and will aggressively target the rapidly growing Singapore online market through Shopee. In particular, Shopee is expected to better understand local consumers and effectively access the market based on the vast amount of its data. In addition, based on Hazzys' successful know-how on both the domestic and overseas stage, it plans to lead local fashion trends and make its mark as a global fashion brand.
“During times when offline shopping is difficult, we plan to actively cooperate with Shopee, the largest e-commerce platform in Southeast Asia, so that we can show off Hazzys’ unique style and charm to more and more customers. Following Singapore, where online shopping is a rapidly growing industry, we will actively promote expansion into other major Southeast Asian countries, such as Indonesia, to elevate the Hazzys brand as a major K-fashion brand,” said Kim Sang-gyun, executive vice president of LF’s Fashion Division.
Prior to this, Hazzys has been steadily solidifying its position in the Asian market, starting with China in 2007 and advancing into the Asian fashion markets of Taiwan, Thailand and Vietnam one after another. It operates about 470 stores in China alone, and it is expanding the number of stores in major cities in Vietnam and increasing their contact points with customers. In addition, it is taking off as a global fashion brand by debuting in cities such as Paris, France and London, England.