Men’s Total Brands Expand Distribution Networks

[ 12/25/2007 ]

Companies operating men’s total fashion brands will pursue aggressive sales strategies next year. After restructuring their distribution networks with a focus on efficiency this year, these companies plan to expand their market share through increased business volume next year. To achieve this, leading brands with more than 100 stores plan to open at least 20 new locations, while small and medium-sized brands plan to open 20–30 or more. This move is seen as an attempt to gain an early advantage in the market, based on expectations that menswear will account for a larger share of street retail districts next year. STO’s ‘STCO’ currently operates 160 stores and plans to increase the number to 190 next year, targeting sales of 80 billion won. Stores larger than 20 pyeong will also be renamed ‘The Cody Shop by STCO’ to refresh their image and provide styling-focused services. Mauve’s ‘The Shirt Studio’ currently operates 100 stores and has set a target of 40 billion won in sales from 130 stores next year. The company plans to expand its loyal customer base by offering high-quality products at reasonable prices and increase the number of regular customers to 500,000 through the POM Card launched by the portal site Daum. The Basic House’s ‘The Class’ plans to expand its current distribution network from 35 to 60 stores next year. Its stores have primarily featured accessories such as dress shirts, casual shirts, neckties, and bags. Beginning this spring/summer season, however, the brand will introduce new suit and women’s lines to significantly broaden its customer base. Valentine’s ‘Dot M’ plans to expand its distribution network from the current 40 stores to 80 next year as part of its volume-growth strategy. In addition, brands targeting hypermarkets—including ‘I-Fit,’ ‘FM Bacci,’ ‘Rochas,’ ‘Square de Collezione,’ ‘TSM,’ and ‘Michiko London’—are planning to double their growth. Retailer private brands such as Homeplus’s ‘Tie & Shirt,’ Lotte Mart’s ‘Basic Icon,’ E-Mart’s ‘E-Basic,’ and Homever’s ‘Shirts & Pants’ also plan to pursue aggressive sales strategies.