Korean fashion brand to invade China market
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South Korean fashion retailer Shinwon Corp has launched a joint menswear brand with China’s Golden Eagle Retail Group in a move to advance into China.
It is the first such move by a Korean fashion company.
Shinwon says the new brand, Mark M, is available in department stores owned by Golden Eagle Retail Group including its Nanjing Xianlin, Nanjing Xinjiekou and Shanghai stores. The group has 30 department stores in major cities.
Mark M is a casual brand targeting young men born between 1980 and 1989, known as “baling hou” or the “post 1980s” generation in China. Shinwon is responsible for the brand’s design and marketing, with Golden Eagle Retail Group handling distribution. The two companies are expected to seek an IPO in Hong Kong for the joint venture.
Meanwhile, the two companies plan to expand their partnership to include other industries such as F&B to become a comprehensive lifestyle service provider in the long term.
Questions & Answers
Q.Which company is responsible for designing and marketing the new fashion brand?
Which company is responsible for designing and marketing the new fashion brand?
South Korean fashion retailer Shinwon Corp will handle the design and marketing aspects of the Mark M brand. Its partner, Golden Eagle Retail Group, is responsible for distribution within China.
Q.What is the target demographic for the new Mark M brand?
What is the target demographic for the new Mark M brand?
The new casual menswear brand, Mark M, is specifically targeting young men born between 1980 and 1989. This generation is commonly referred to in China as the "baling hou" or "post 1980s" generation.
Q.Where will the new Mark M brand be available to customers?
Where will the new Mark M brand be available to customers?
Mark M is currently available in department stores owned by Golden Eagle Retail Group. These include its Nanjing Xianlin, Nanjing Xinjiekou, and Shanghai locations, among others within its 30 stores.
Q.Are there any plans for the joint venture beyond the fashion industry?
Are there any plans for the joint venture beyond the fashion industry?
Yes, the two companies plan to expand their partnership into other sectors, including Food & Beverage. Their long-term goal is to become a comprehensive lifestyle service provider in the Chinese market.
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