[
THE INVESTOR] Retail giant
E-mart announced on Aug. 3 that its own apparel label DAIZ will be reborn as a fashion-oriented brand.
Although it has steadily grown to record the second-largest sales volume among SPA brands in the country next only to Uniqlo, it failed to outgrow the image of a private label offered by a big box retailer.
As the discount chain and its social media-savvy owner Chung Yong-jin posted online, DAIZ will further communicate with its clientele through social media and fashion will be the main theme.
It has not only changed its brand logo but also unveiled advertisements featuring celebrities including actor Yoon Si-yoon. For the upcoming season, DAIZ has collaborated with Italian menswear brand Rardini for a premium business wear line. For womenswear, it has joined hands with Hong Sung-wan, an established South Korean designer.
“To better compete as a fashion brand we will make more efforts to differentiate our sales including collaboration with international luxury brands and designers,” said Oh Se-woo, director of DAIZ.
By Hwang You-mee (
glamazon@heraldcorp.com)
