▲ A foreign tourist shops at "Space H Seoul" in Myeongdong, Seoul, in this undated photo provided by LF. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Oct. 2 (Yonhap) -- Hazzys, a fashion brand under LF Corp., said Friday it will step up efforts to attract foreign customers, focusing on Seoul's Myeongdong area, as demand among foreign tourists for K-fashion shopping grows.

 

According to LF, foreign sales at Hazzys' "Space H Seoul," a flagship store in Myeongdong, central Seoul, rose 40 percent from a year earlier during Sept. 21-30, including the Chuseok holiday period.

 

Foreign customers accounted for 70 percent of the store's total sales during the period.

 

About 70 percent of foreign customers were from China and Taiwan, indicating a high proportion of Chinese-speaking customers. Southeast Asian and Japanese customers each accounted for about 10 percent, while customers from non-Asian countries made up another 10 percent, showing a diverse customer base.

 

LF said both male and female customers showed strong interest in "shackets," a hybrid garment combining the features of shirts and jackets, as the fall season began.

 

Hazzys also opened an exclusive store at Lotte Duty Free's Myeongdong Main Store last month, expanding its retail presence in Myeongdong, a major destination for foreign tourists.

 

Ahead of the peak tourism season in October, the brand is also stepping up experiential content targeting foreign visitors.

 

Hazzys will produce a "Myeongdong K-Shopping Curation Map" featuring fashion, beauty and lifestyle shopping destinations around Myeongdong selected by fashion editors and distribute it free of charge at Space H Seoul.

 

The brand is also preparing an event offering "Hazzys Harry Luggage Tags," which allow customers to enter their names in English, Chinese or Japanese on a store tablet and have them converted into Korean names that they can write and decorate themselves.

 

Hazzys will also expand online promotion using foreign creators.

 

The brand recently completed the second season of its foreign creator program, "Hazzys TikTok Crew," and is recruiting 50 participants for its third season.

 

Following the first season, the number of foreign visitors to Space H Seoul and its sales more than doubled from the previous three months, while the number of followers on Hazzys' official TikTok channel rose 56 percent over the same period.

 

The third season will feature content connecting travel, fashion and culture in Korea with Hazzys.

 

A Hazzys official said, "Shopping by foreign tourists in Korea is expanding beyond traditional popular items such as cosmetics and food to include experiencing the fashion and lifestyle of Korean brands firsthand," adding, "We will develop Space H Seoul into a leading K-fashion shopping hub in Myeongdong."

[ⓒ K-VIBE. 무단전재-재배포 금지]