TBH Global Reassesses All Brand Strategies 30 Days Ahead of 'Time Out' Launch

Reviews detailed strategies by brand, channel, and region

Fashion company TBH Global has comprehensively reviewed its growth strategy for all its brands ahead of the pilot launch of its new brand, Time Out, next month.

On October 15, TBH Global said it had reviewed detailed strategies for each brand, channel, and region to target domestic and overseas markets, and established a mid- to long-term growth strategy.

The strategy consists of three main pillars: ▲brand-specific approaches ▲channel-specific distribution strategies ▲and market-entry strategies for each region and country. TBH Global plans to clearly define the roles of its four in-house brands and two licensed brands, and tailor its distribution channels and overseas market strategies to the characteristics of each brand.

The company currently operates four in-house brands, Basic House, Mind Bridge, Mark Brick, and Jucy Judy, as well as two licensed brands, Aquascutum and Time Out.

For each brand, TBH Global aims to develop Mind Bridge into a key online and offline brand based on its identity as “clothing for working people.” While continuing to grow as a leading workation lifestyle brand, it will focus its resources on its womenswear business, which is expanding its contribution to performance. Basic House is pursuing a transformation into an “e-commerce SPA brand.” It will focus on online sales while expanding its reach to consumers through partners such as Coupang and Daiso, without relying on its own offline distribution network.

Jucy Judy is a daily, unique, feminine casual brand targeting young women. It is shifting from a business model centered on offline sales to one focused on online sales. TBH Global plans to develop Jucy Judy into a key brand that will increase its contribution to womenswear revenue. Aquascutum and Time Out will foreground the categories of “British heritage” and “travel,” respectively. Aquascutum will target premium female customers, while Time Out will target the market as a brand for urban travelers.

Channel strategies will also be tailored to each brand. Because trying on products and experiencing the brand are important for Mind Bridge, its offline stores will serve as brand experience spaces alongside online channels. Basic House, by contrast, will focus on online and e-commerce sales, as its core essential products carry low sizing risks.

Jucy Judy will also strengthen its online-focused approach to keep pace with rapid trend changes in the womenswear market. Aquascutum will expand sales mainly through TV home-shopping channels, where it can provide the detailed explanations needed about its brand heritage and high-quality materials. As a new brand, Time Out plans to establish itself in the “travel” category through promotions and marketing across both online and offline channels. It will hold pilot online launches in South Korea, Japan, the United Kingdom, and the United States in November, followed by offline pop-up stores and a full-scale global online launch.

The regional strategies have also been clarified. In China, TBH Global will put Mark Brick at the forefront and conduct business with local partners that have strong offline distribution networks. Mind Bridge will target Southeast Asian markets, including Singapore, as well as Japan. Time Out will target multiple countries simultaneously, including the United Kingdom, the United States, Japan, and China.

“When we changed our company name to TBH Global in 2016, it was a declaration that we would expand our business beyond the South Korean market into global markets,” the company said. “We will clarify each brand’s identity and competitive strengths and build a portfolio unique to TBH Global in global markets.”

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