HABSTORE(www.habstore.co.kr), a Korean fashion brand specialty mall, entered the global market in full scale after the launch of Harriot brand last August.
“We pursue fashion watches with reasonable prices by manufacturing internally. With this philosophy, Hallyu(Korean wave) marketing adds our competitiveness in the global market,” CEO Hong Seung-Jo said. He also added, “We as a K-fashion leader will create new trends in the global market.”
CEO Hong opened the English and Chinese versions of the website through cafe24(www.cafe24corp.com/en), the global e-commerce platform to target China and South Asia centering Asia.
CEO Hong is a well-known expert who produces brands not yet widely known. He has imported fashion watches and helped Korean rising designers go global. In fact, he launched a fashion watch brand, ‘Daniel Wellington’ in South Korea and exported clothing designed by unknown but skilled designers to the global market.
He used to be a visual merchandiser at Ralph Lauren after studying fashion marketing at Parsons School of Design in New York. He used his background to launch his online store and opened a showroom in Seoul.
In 2015, once again, he saw the visibility of Korean watch brands not only in Korea but also in the global market as Swedish watch brands had succeeded continuously in the global market.
“Switzerland and Japan brands have introduced their strong competitive edges, history and techniques in the global market, however Swedish brands have become top players with their branding strategies. I believe Korean watch brands can be top players as well if they have clear branding strategies,” said CEO Hong.
One day, he had a chance to talk with a watch manufacturer who has high level of techniques but does not any branding strategy. In the end, they decided to launch Harriot together by putting techniques and branding strategies together. This Korean brand can be now purchased through HABSTORE site.
Products of Harriot are made with simple designs. By eliminating unnecessary distribution, HABSTORE has provided products at reasonable prices. All of customers from 10s to 60s are its major customers. In order to capture customers regardless ages and gender, it has posted photos adding a feeling of warm.
CEO Hong went on to say, “We will continue to support and introduce outstanding Korean designers with our branding strategies, making them top players in the global market.”
Staff Reporter Yoon, Heeseok | pioneer@etnews.com