Fashion Group Hyungji Pursues Transformation, Intensifies Focus on Three Core Brands with AI

Integration of Merchandise Planning, Design, and Sourcing Functions
Strengthening Competitiveness of Crocodile Lady, Chatelaine, and Olivia Hassler

Fashion Group Hyungji announced on September 11 that it will reinforce its operational capabilities around its three core brands—Crocodile Lady, Olivia Hassler, and Chatelaine—in response to the rapidly changing distribution environment and to accelerate future growth.

The company is streamlining its business operation system by consolidating key functions and specialized personnel, such as merchandise planning, design, sourcing, and purchasing, which were previously distributed across individual brands. It plans to closely connect all processes—from market analysis to merchandise planning, production, and distribution—and enhance the speed and accuracy of decision-making by utilizing AI and data-driven work systems.

Artificial intelligence (AI) will be actively leveraged for repetitive and data-centric tasks, allowing core personnel to focus on high-value-added work such as strengthening brand concepts, design, and product competitiveness.

Fashion Group Hyungji consolidates specialized expertise to strengthen the competitiveness of its three core brands. Fashion Group Hyungji

In addition, the company will clearly define the identity and growth direction of its three major brands and focus on nurturing each one.

“Crocodile Lady” will be developed into a “multi-mega brand.” Building on its existing strength in women’s apparel, the brand will expand product categories and lines, and plans to broaden its customer base by offering merchandise tailored to specific business areas and store types.

“Olivia Hassler” will redefine its unique “Hassler Identity” based on data-driven market analysis, applying this to products, stores, and overall brand communications. The strategy is to reinforce brand identity to increase customer loyalty and enhance profitability.

“Chatelaine” will be positioned as a global brand, founded on French contemporary sensibility and modern casual style. The company aims to bolster its design competitiveness and build product and visual systems suitable for global markets, laying the groundwork for expanding overseas distribution channels and pioneering new markets in the future.

Fashion Group Hyungji has applied this operational structure to its 2027 SS season product review meeting as well. The company explained that the integrated organization and data-driven process have further strengthened both brand identity and product completeness for each brand.

A company representative stated, “The specialty store distribution market is at a turning point due to consumer contraction and changes in the retail environment. We will proactively adapt to these changes by consolidating our specialized capabilities and establishing a work system powered by AI and data.” They added, “We will foster Crocodile Lady as a mega brand, Chatelaine as a global brand, and Olivia Hassler as a differentiated brand, setting a new growth model for the specialty store distribution sector.”

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