Hyungji I&C’s YEZAC Surpasses 8.5 Million in Cumulative Sales... Proving the Competitiveness of a Homegrown Shirt Brand

Hyungji I&C's shirt-focused brand 'YEZAC' is solidifying its position as a leading homegrown shirt brand in the South Korean men's shirt market, which is dominated by overseas brands, by consistently achieving strong results.

Since its launch in 1998, YEZAC has been the longest-running shirt brand in the Korean market, maintaining its presence for nearly 30 years. Alongside the growth of the industry, the brand has built its recognition in the daily lives of office workers. Since joining Fashion Group Hyungji in 2013, YEZAC has further strengthened its product competitiveness.

In particular, the brand has been recognized for maintaining its competitiveness for a long period in the department store shirt market, which is led by imported and licensed brands, thereby highlighting the presence of domestic brands.

According to Hyungji I&C, since joining Fashion Group Hyungji in 2013, YEZAC has surpassed an accumulated sales volume of 8.5 million shirts as of July 2. When calculated on a time basis, this equates to about 1.2 shirts sold every minute, which the company explains is an indicator of the brand's long-standing appeal to consumers.

This achievement is attributed to the company's strategy of focusing more on strengthening quality competitiveness rather than engaging in price competition. YEZAC has prioritized enhancing its fundamental strengths in materials, design, and comfort, systematically managing every step of production from material selection, pattern design, and sewing to quality inspection, under the brand philosophy of "making every shirt like a work of art."

The brand's focus on creating products that can be worn for a long time, rather than simply following fleeting trends, is also cited as a reason for earning steady consumer trust.

Hyungji I&C plans to further strengthen the expertise and product competitiveness it has accumulated in the domestic market, while accelerating the expansion into overseas markets, positioning YEZAC as a key growth brand.

The company is also working to enhance its material competitiveness. It has recently partnered with a premium functional materials company in Italy to pursue the development of eco-friendly and high-performance materials. Its strategy is to launch products using differentiated materials, responding to increasing market interest in climate change and sustainability.

The company is also accelerating its overseas strategy. In the second half of this year, brands under Hyungji I&C, including YEZAC, will open official brand accounts on Douyin, China's largest short-form video platform, and collaborate with local influencers known as "Wanghong" to target the local mobile commerce market. The plan is to strengthen online brand recognition before expanding to offline distribution channels.

In addition, as the first result of a business partnership (MOU) signed with the state-owned Shanghai Sehongqiao Enterprise Service Co., Ltd., the company is pursuing the operation of a local pop-up store.

A Hyungji I&C official stated, "Our brand philosophy, maintained and refined while competing with overseas brands throughout Korea’s industrial growth, has gained consumer recognition. Moving forward, we will continue to enhance our product competitiveness befitting the status of a national shirt brand and, through overseas expansion, strive to grow into a leading global premium K-fashion shirt brand."

This achievement demonstrates how YEZAC, based on nearly 30 years of accumulated brand competitiveness, is now seeking to evolve beyond the domestic market and become a global K-fashion brand.

This content was produced with the assistance of AI translation services.