E-Land to launch 'fast fashion' apparel brand

17 Jul '09

1 min read

E-Land Group, one of the biggest retailers in South Korea announced that it would launch Korea's first 'fast fashion' brand in the current year. 'Fast fashion' refers to low priced and mass produced apparels that respond to changing trends more quickly.

Mr Park Song-Kyung, Vice-President of E-Land Group said that the brand will be called 'SPAO' an acronym for 'specialty retailer of private-label apparel original' and said SPAO has been launched on basis of operational strengths of the group.

Over 1,000 designers working for different brands within the Group will be shifted to design department of SPAO and the first exclusive store is expected to open in Seoul in October covering an area of 333 sq. metres.

E-Land has targeted a sales turnover of US $12 million in the current year and will be competing against global fast fashion labels that already retail in Korea, like the Spain-based Zara, Sweden's H&M and Japan's Uniqlo.

Park said the group will open four more SPAO stores in Korea in the current year and will launch the outlets in overseas locations in China, the United States and Europe.

Fibre2fashion News Desk - India

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