CreatripTeam

Despite a stagnant domestic fashion market, South Korean brand HAZZYS, from LF corporation, is nearing the 1 trillion won revenue mark by succeeding in overseas markets. With around 560 international stores, twice the number of domestic outlets, HAZZYS has expanded to China, Vietnam, and now plans to enter India and the Middle East. Their premium strategy and localization approach, like tailoring shirts to fit Asian body types and adapting marketing campaigns to local cultures, have fueled their growth. The brand's British-inspired storytelling and collaborations, such as participating in London and Paris fashion weeks, are also enhancing its global presence. HAZZYS aims to become a leading Korean premium casual brand internationally.