2024-01-03 15:00:33
‘YOUHEE’, developed by About Blank & Co. (CEO Kim Ki-hwan), has gained great popularity among young generation female customers with its trendy products and successful star marketing, quickly emerging as an expected leader in K-fashion. Even though it was a new brand launched in the second half of last year, it had great results, with main items selling out early due to famous celebrities wearing them.
Yuhee is a brand launched by Director Park Seo-hyun, who is famous as Red Velvet’s Joy stylist, and has attracted attention as many celebrities, including Joy, Blackpink Jennie, Ive’s Jang Won-young, Espa Carina, and Kwon Eun-bi, wear the brand’s products. Yuhee leads contemporary trends and establishes a new brand identity every season, targeting everyone who seeks diversity. While pursuing a feminine and lovely style, we are developing items with a variety of designs using unexpected graphics.
Park Seo-hyun, director of Yuhee, said, “We launched Yuhee because we wanted to launch a brand that can express one’s confidence regardless of gender and age. “We are prioritizing whether it will be seen as a brand. In the future, we plan to develop the brand by reinterpreting products with new concepts that have not been attempted by other brands with Yuhee’s unique sensibility,” he said.
Securing even male customers…popularity of miscellaneous goods and overfit clothing
Although the focus is on women’s clothing, the needs of male customers were also identified. There are many feminine and lovely styles of clothing, so the female inflow rate is much higher, but in the case of miscellaneous goods such as hats and overfit clothing, the purchase rate among male consumers is also high. In order to meet the needs of more people, we plan to propose collection items that emphasize ‘playfulness’ through the development of lovely graphics such as clothing, ribbons, and flowers with the brand’s unique message.
We are pursuing a diversified business strategy in many areas, including product development, marketing, and distribution. In the case of distribution, the brand is currently being developed mainly online through its own mall and Musinsa, and in the offline case, it is being operated in a shop-in-shop format at the Musinsa store and the Particle Store on Hangang-daero, Yongsan-gu, Seoul.
We plan to expand our online and offline distribution network to show our brand identity in more diverse spaces and strengthen contact with consumers. In addition, as the inflow of global customers beyond Korea is increasing due to the star marketing effect, the company plans to strive to secure new customers by actively promoting promotional activities for domestic and foreign customers. [패션비즈=이지은 기자]
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