Apparel Online India Magazine August 2nd Issue 2018 | Page 13

INTERNATIONAL RETAIL
Seoul's Aland unwraps its flagship store in Brooklyn
Aland is one the busiest high-
street Korean retailers known for
its quality products at cheaper
prices. Setting its foot in the
Western Hemisphere, the brand
has launched its flagship at
Williamsburg, Brooklyn. Offering
products for the age group of 35
and under, the brand exhibits
an exquisite assortment of
contemporary merchandises in the
categories of men’s and women’s
clothing, beauty, accessories, and
home furnishing items. Additionally,
an initial range of the firm’s
essential brands such as small
leather goods’ company Fennec,
kicky, quirky accessories’ brand
Chi Chi, and fashion company City
Breeze are also available. The
entrance of the store is marked by
the exhibition of Korean serums,
sheet masks and moisturizers.
The entrance extends into the
accessories department which
displays emblazoned socks, fanny
packs, and bucket hats. On the
upper floor are the womenswear
and menswear sections,
highlighting various designs on
the blurred lines of the gender
code norm. Thus, allowing the
consumers to shop from both men’s
and women’s collections.
The shelves of the Brooklyn store
are comparatively minimalistic
when compared to the disorderly
stores of Aland’s Seoul based
The shelves of the
Brooklyn store
are comparatively
minimalistic when
compared to the
disorderly stores of
Aland’s Seoul based
locations.
locations. Beating Zara’s in-stock
replenishment cycle, exclusive
Aland shops in the youth-centric
districts of Garosu-gil and Myeong-
dong restock their stores everyday
with designs that are in trend. A
large number of Aland’s products
are curated in South Korea where
they are produced by the native
manufacturing conveniences which
is a factor that permits the fashion
house to offer premium-quality
products at relatively lower cost; so
much so, that maximum articles are
valued at less than US $ 100. The
‘value-for-money’ characteristic has
helped Aland to create a market
name for itself as a prime provider
of K-fashion. Aland Brooklyn
opened its flagship store at 92
North 6th Street in the region’s
Williamsburg division. Although,
Aland has an existing network of
about 20 stores across Asia, this
flagship marks its initial locality in
the Western Hemisphere.
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