The iconic youth fashion brand, 6ixty8ight, based in Hong Kong, has chosen South Korea as its first international market outside China. The company will open a flagship store in Myeongdong, Seoul. Another store will soon follow on the fashion street of Garosu-gil in Sinsa-dong of southern Seoul.
6ixty8ight sells reasonably priced, stylish lingerie and casual wear designed specifically for the Asian women. Since last 2 years, the retail brand has undergone a major revamp, which has resulted in its opening of over 130 stores throughout Hong Kong and China.
Anders Heikenfeldt, COO of 6ixty8ight COO said, “The secret to the brand’s new success has been a single-minded focus on who it is, what it stands for and who its customers are…,” adding, “We have a unique offer. Our value proposition is different from that of H&M, Zara or Forever 21. While they are more mass oriented and cover menswear, womenswear, kidswear, our strategy is to be unique and very true to our target. That’s our DNA. We are not going to shift to men or older customers.”
At present, Heikenfeldt averred, the company was in the final stage of planning to enter two international markets; while South Korea is the first, it has not yet revealed the second.
