Hedge's Global Order Meeting Transforms with AI in Myeongdong

On July 23, at the LF Hedge flagship store 'Space H Seoul' in Myeongdong, Seoul, visitors passed through a mint-colored space inspired by London's Portobello Market to view the Spring/Summer 2027 collection, which featured vibrant pink, green, red, and orange displays. International buyers explored the exhibition using an AI digital lookbook instead of traditional Excel order forms. This innovative global order meeting by Hedge combines the story of Notting Hill in London with the essence of Seoul and an AI ordering system.
 
Hedge is hosting its global order meeting for the Spring/Summer 2027 season at this location until July 7. The entire building, covering approximately 1,200 square meters, showcases over 800 products that Hedge plans to sell in the first half of next year. The theme for the season is 'Notting Hill - The Color of London.' Hedge emphasizes a 'brand experience order meeting' that presents both the brand's narrative and its clothing. Kim Hoon, Hedge's Global Creative Director, stated, "When we create not just the clothes but also the atmosphere and story, people can more easily embrace the collection. We naturally connected the collection to Seoul, the city that excites the younger generation, and Notting Hill in London."
 
The exhibition begins with the vintage colors of the Portobello Market in the UK. As the season transitions from spring to summer, the materials become lighter and the colors more vivid. Prints created by the British fabric brand Liberty for Hedge incorporate the Hedge logo and the brand's symbol, the English Pointer. Korean elements are subtly integrated into the colors and materials rather than being overtly displayed. The iconic collection on the 1.5th floor features the traditional five colors of Korea. The denim line 'Hedge Blue,' showcased on the 2.5th floor, captures the transformation from undyed fabric to deep indigo. The curves of the traditional Korean moon jar are expressed in denim silhouettes, and patchwork pieces made from leftover fabric by master seamstress Park Young-ae are also featured.

Hedge's business division head, Choi Woo-il, identified Hedge Blue as the next global strategic collection. He noted, "We see denim not just as a single item but as a material that can create a variety of products. In the long term, we aim to grow Hedge Blue to the extent that it could furnish an entire overseas store by itself."

This order meeting marks the introduction of AI into Hedge's operations. Buyers can view complete outfits in the AI-generated digital lookbook, examine materials, prices, and sizes for each product, and input their order quantities. Once items are added to the cart, the orders are automatically totaled and sent through a B2B system. Choi emphasized, "We have ensured that the storytelling on-site translates directly into actual orders, simplifying product planning, evaluations, orders, and sales tasks."
 
Hedge is also expanding its international market. After achieving sales of 1 trillion won last year, Hedge operates 600 stores in China, 18 in Taiwan, 9 in Vietnam, and 2 in Russia. The company is preparing to open its first store in Hong Kong in September and plans to enter Thailand and India next year. It is also seeking local partners in France and the Middle East. Ahn Yong-seok, head of the overseas business division, stated, "Hedge prefers local entry through partnerships rather than direct expansion, but we can consider joint investments or joint ventures if necessary."