Number One Women’s Casual Brand in Korea
Fashion Group Hyungji has re-established its concept and image through brand identity (BI) rebranding in observance of the 70th anniversary of “Crocodile” which was established in Singapore in 1947 as an international fashion and lifestyle brand that delivers quality and functional wear.
Crocodile is now gaining popularity in 13 Asian countries including Korea, Taiwan and Malaysia.
Fashion Group Hyungji launched Crocodile Ladies in Korea, the first in the world, in 1996 after gaining a women’s wear manufacturing license from Singapore’s Crocodile.
Since its inception, Crocodile Ladies has been targeting middle-aged women, while maintaining the status of No. 1 women’s fashion brand in Korea, which created a blue ocean in the adult casual wear market.
With emphasis placed on practical casual clothing with high quality and reasonable prices, Crocodile Ladies recorded the highest sales in the single brand for women’s clothing in 2007. Crocodile Ladies has since maintained its No. 1 status in women’s casual wear market based on its innovative marketing and customer-oriented management, said Choi Byung-oh, chairman, President & CEO of Fashion Group Hyungji. After successfully exploring a casual apparel market targeting women aged 30-50, Hyungji has been a leading force in the domestic fashion industry
“With an exceptional high quality standard, modern-style designs and attractive prices, we have registered outstanding performances and recorded an annual average growth of over 30%. By recording the highest sales as a single brand for women’s clothing and having the largest distribution network, Hyungji has become a success story in the fashion industry,” said Chairman & CEO Choi.
Of note, Crocodile Ladies has received the “Brand of the Year” awards for 14 consecutive years from Korea Customers Council. “This proves that we have successfully enhanced consumers’ confidence that we recommitted to designing women’s happiness,” he said. “Also noteworthy was the fact that we have pursued “star marketing” with movie stars like Song Yoon-a and Ha Ji-won being hired as models ,” CEO Choi added.
Fashion Group Hyungji has announced a new BI in order to develop a turning point for creating a young brand identity while consolidating its dominant market role. Its new concept, “Urban Jungle,” was inspired by impressionist artist Henry Rousseau. The new concept added a young and dynamic image with the use of red colors, while also seeking to project a modern and sophisticated image with deep green colors. Crocodile Ladies, in recognition of its dynamic and sophisticated image, was honored with Bronze Winners of K-Design Awards recently.
In observance of the 70th anniversary Of Singapore’s Crocodile, Crocodile Ladies has progressed collaborations with leading illustrator Lee Yong-taek. He showed off the “Moon-dance” and “Alphabet” series, which applied distinctive pop art patterns.
Today, Fashion Group Hyungji Co., Ltd. is engaged in manufacturing and distribution of men and women apparels, shoes, bags and accessories. The company manages and operates more than 20 clothing brands including Crocodile Ladies, Chatelaine, Olivia Hassler, Ragello, Carries note, Stefanel, Yezac, Bon, BON g-floor, Wildroses, Castelbajac, Esquire, Gelflex, Youngage, and Portfolio. Fashion Group Hyungji Co., Ltd. also took over a premium shopping mall ‘Bauhaus’.
“Based on our strong management philosophy to deliver happiness, all staff members of Hyungji continue to expand our business portfolio into women and men’s apparel and outdoor clothing,” said Chairman & CEO Choi. Moreover, the company is actively engaged in social contribution activities in an effort to promote the women’s rights and welfare.