Hyungji I&C is continuing the growth of its women's clothing brand Carisnote by implementing an 'omni-fashion' strategy that combines online and offline sales.
According to Hyungji I&C, Carisnote's online sales in the first half of this year increased by 182% compared to the same period last year. As a result, Carisnote's total sales for the first half of the year also grew by more than 10%.
The company noted that Carisnote's online sales growth rate is higher than that of YEZAC, a shirt specialty brand, and BON, a men's clothing brand. This indicates that Carisnote is establishing itself as a core brand for Hyungji I&C.
Hyungji I&C attributed the rapid response of female customers to the omni-fashion strategy to the characteristics of their purchasing journey. Female consumers tend to compare products and styling information online before trying them on in-store or purchasing online after experiencing the products in-store.
In response, Hyungji I&C is expanding exclusive products aimed at online customers and differentiating its channels. The company is also operating pop-up stores in key department stores to facilitate the transition from offline experiences to online purchases, while enhancing styling services and personalized consultations for VIP customers.
To sustain Carisnote's growth, Hyungji I&C plans to further refine its omni-fashion strategy. This includes expanding online-exclusive product lines and strengthening digital content, live commerce, and customer-tailored marketing.
A Hyungji I&C representative stated, "We will continue to grow through our omni-fashion strategy, which enhances digital competitiveness, and by expanding into overseas markets."
Meanwhile, Hyungji I&C is also set to intensify Carisnote's entry into the Japanese market. Starting next month, orders will be placed through Japanese fashion company FashionNet, with locally tailored production expected to debut in the Japanese market by early November.
* This article has been translated by AI.
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