6ixty8ight opens first SEA store at Singapore
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Hong Kong-headquartered lingerie label 6ixty8ight has opened its first store in Southeast Asia, at VivoCity.
The new 6ixty8ight Singapore store takes up more than 2000sqft on level 2 of the popular shopping centre.
The brand was founded in 2005 by Hop Lun Group which has manufactured lingerie for many international brands for more than 25 years. Its strategy was to use its manufacturing expertise to create underwear for Chinese women. Such a course did not cannibalise sales from its manufacturing customers, which primary target western markets. It was the first time the manufacturer had developed its own label.
Between 2014 and 2016, the company embarked on a rapid growth plan, expanding from 48 stores to 110, 20 of them in Hong Kong and the balance in Mainland China. Today it has 140 stores, having since expanded into South Korea, Taiwan and Macau. Its points of difference are carefully targeting women aged 15-30, focusing on lingerie, socks, nightwear and minimal casual wear to complement it (rather than trying to take on fast-fashion chains which offer broad ranges to both genders and children) and pricing. In Singapore the store will sell bras at S$13.90 and denim culottes for $39.90.
The 6ixty8ight Singapore store will feature the brand’s full range, including accessories.
To mark the opening, the store is giving away 6800 pairs of panties free to shoppers who can show instore that they follow the label on Instagram.
Questions & Answers
Q.What is 6ixty8ight's main strategy for its product range?
What is 6ixty8ight's main strategy for its product range?
The brand focuses on women aged 15-30, selling lingerie, socks, nightwear, and minimal casual wear. This approach avoids direct competition with fast-fashion chains offering broader ranges.
Q.How did 6ixty8ight manage to avoid competing with its manufacturing clients when it launched its own label?
How did 6ixty8ight manage to avoid competing with its manufacturing clients when it launched its own label?
Its initial strategy was to create underwear specifically for Chinese women. This did not cannibalise sales from its manufacturing customers, whose primary target markets were in the West.
Q.What kind of growth has 6ixty8ight experienced since it started expanding?
What kind of growth has 6ixty8ight experienced since it started expanding?
Between 2014 and 2016, the company rapidly grew from 48 stores to 110. It now has 140 stores, having expanded into South Korea, Taiwan, and Macau.
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