Fashion Group Hyungji is expanding its 'PICK' line, which encompasses three women's clothing brands: Crocodile Lady, Chatren, and Olivia Hassler. The strategy aims to strengthen integrated store operations by categorizing products from each brand in one space, targeting middle-aged and senior customers.
On September 26, Fashion Group Hyungji reported that the PICK line, launched this spring, has consistently recorded sales rates over 10% higher than general product lines. The PICK line features the slogan 'Everyday Standards' and is characterized by its pricing strategy, which avoids the 'UP-TAG' method of setting high initial prices followed by large discounts. Instead, prices are set lower from the planning stage.
Products designed for transitional weather, such as packable jumpers and string hooded jumpers, have sold out their entire stock prepared for the first half of the year.
Fashion Group Hyungji operates the PICK line as a strategic product group common to Crocodile Lady, Olivia Hassler, and Chatren. This approach moves away from individual brand-focused product arrangements, implementing 'integrated category curation' to broaden product choices for middle-aged customers.
This method has also been applied at the newly opened 'E-Mart Shin Jeju Senior SPA Complex Store,' where brand distinctions are minimized, and a dedicated 'PICK line zoning' is prominently featured to maximize shopping flow and accessibility for active senior customers.
A representative from Fashion Group Hyungji stated, "The PICK line removes unnecessary price inflation and reflects over 30 years of accumulated expertise in women's clothing in its pricing. We will continue to expand our integrated product offerings centered on highly usable everyday items."
Meanwhile, Fashion Group Hyungji is also expanding its business-to-business (B2B) operations in response to the aging population. The company plans to develop its senior wearable robot business as a new growth driver. In July, it signed a contract with Shanghai Zhongshuai Robot Co., Ltd. to pursue exclusive domestic supply of wearable robots.
* This article has been translated by AI.
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