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Fast Fashion Wars Heat Up
As H&M, the world’s third largest fashion chain in terms of revenue, is preparing to enter the Korean market, expect fiercer competition among fast fashion brands here.
The market is already filled with global brands such as Japan’s Uniqlo, Spain’s Zara and U.S.-based brands Gap and Forever 21.
Recently, a Korean fast fashion brand SPAO was launched by leading fashion retail conglomerate E-Land. It hopes to challenge foreign brands by offering a Korean take on fast fashion. The name SPAO is an acronym for “specialty retailer of private label apparel original,” which means the company produces its own clothing line and sells it exclusively in its stores.
SPAO made a big splash when it opened its three-storey flagship store in Myeongdong, alongside Uniqlo, Mango, Gap and Bean Pole, last month.
While it offers the usual range of T-shirts, jeans and sweaters, SPAO has set itself apart by tapping Korean pop groups Girls’ Generation and Super Junior as image models. Girls’ Generation and Super Junior members have also collaborated with SPAO to design a special line of shirts, sweaters and jackets, which are quite popular among fans.
However, H&M is looking to be a strong competitor when it opens in spring next year. The Swedish fashion chain is known for its collaborations with world famous designers such as Comme des Garcons, Karl Lagerfeld, Matthew Williamson, Jimmy Choo and Sonia Rykiel.
cr:http://www.koreatimes.co.kr/www/news/art/2009/12/199_58048.html
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