LF's casual brand Hazzys is leveraging its character 'Harry' to connect content, products, and stores. Hazzys has introduced AI videos featuring Harry dressed in actual seasonal outfits, showcasing these products on its online store and utilizing the character in domestic and international locations.
On October 15, LF announced that Hazzys is enhancing brand communication by integrating AI content, products, and spaces centered around Harry. Created in late 2022, Harry is an anthropomorphized character modeled after the English Pointer breed, symbolizing Hazzys. Through Harry, Hazzys conveys its brand identity and seasonal themes.
This fall/winter season, Hazzys released a video titled '26FW Golden Line,' featuring Harry as the main character in a 4-minute and 30-second narrative that explores the seasonal theme and styles. Released on September 16, the video has garnered 1.48 million views on YouTube, surpassing its initial goal of 1 million views.
The outfits worn by Harry in the video are based on Hazzys' seasonal collection. Hazzys collaborated with its style design team to reflect key seasonal styles in the character's wardrobe.
Hazzys operates a dedicated section called 'Harry's Room' on its online store, Hazzys.com. This space introduces videos and stories about Harry, showcasing selected styles worn by the character each month along with related products.
The Harry character is also featured in products sold overseas. In Russia, Harry-related items consistently rank among the top-selling products, while in China, locally developed products incorporate Harry to align with seasonal themes.
Hazzys has also introduced Harry content in its offline stores. At the global flagship store 'Space H Shanghai' in Shanghai's Xintiandi, a large Harry sculpture has been installed, and AI-based Harry videos are displayed inside the store. Some domestic stores have implemented a concept called 'A Trip to London with Harry,' featuring a 'HARRY BUS' and recreating London streets and subway signs.
A Hazzys representative stated, 'We plan to continue expanding Harry's worldview across various touchpoints where customers engage with the brand, including AI content, products, digital platforms, and spaces, nurturing it as a core asset and a unified brand language connecting global customers with Hazzys.'
Meanwhile, Hazzys is expanding its global business by introducing products tailored to the lifestyles and cultures of different countries, while also broadening its new lines, utilizing character intellectual property (IP), and implementing AI-based marketing strategies.
* This article has been translated by AI.
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