South Korean fashion group Handsome stationed on the Bund 18

For South Korea's food, movies, pop music, celebrities, and tourist attractions, we must not be unfamiliar to everyone, because "Korean Wave" has long been popular in China. However, for Korean fashion, besides the traditional folk costumes in Dachangjinma, it is rarely understood, let alone Korea's modern high-end fashion. Recently, South Korea's top fashion group with nearly two years history, carrying its three first-tier brands MINE, SSTTEM and TIME, has released a series of exceptionally popular “show roasts” on the Bund on the 18th. It also marks the fashionable fashion. The Group formally entered the Chinese market, and in order to express its concern, Mr. Jae Bong Jung, president of the Handsome Group, personally attended the event and accepted an exclusive interview with the newspaper.

Reporter: Are you studying fashion design origin?

JaeBongJung: I haven't studied fashion design. I studied business management. But before I started my business, I used to have a foreign trade company in Korea for a long time and engaged in the export of clothing for customers in Europe and Japan. In 1987, I decided to be independent and start my own business as a fashion company.

Reporter: Does the group name "Handsome" have any special meaning?

JaeBongJung: The name in Korean means "Korean fiber," in short, "Korean fiber." Fiber is the most important and fundamental element of a fashion, and what I want to do is the best fashion in Korea. The reason why the English name was decided to use "Handsome", first because the pronunciation is similar, the second is "Handsome" in English means handsome, which is very close to the style of our fashion, so I chose such a name.

Reporter: You said that doing South Korea's best fashion is the pursuit of Handsome, specifically, what is the best?

JaeBongJung: Handsome does not pursue the largest quantity. We are pursuing quality first. Top Spirit, Top Personal, and Top Company is our aim, and this “Top” represents the top and the first. . Although Handsome is not South Korea's largest fashion company, it is certainly one of the best fashion companies in Korea. For example, in South Korea, our total sales are not the first, but each of our brands' sales in their respective single stores is the first in South Korea.

Reporter: There are a total of four self-created brands. What do you expect from the designers of the brand?

JaeBongJung: As a designer of Handsome, we must have creative ideas and unique ideas. We must understand the lines of clothing. This is easy to say, but to understand the line design of each piece of clothing, it is actually not simple, you need to devote yourself into it.

Reporter: Why did only three of our own brands enter Shanghai?

JaeBongJung: The three brands for the catwalk show were MINE, SYSTEM and TIME, and one of their own brands was SJSJ. The brand's agency rights in mainland China and Hong Kong were handed over to Joyce, a fashion group in Hong Kong last year. SJSJ now has its own store in Hong Kong. Compared to the younger SJSJ, the other three brands belong to the "Kaishan Elder" of the Handsome, so we want to do it ourselves.

Reporter: In addition to his own brand, Handsome also opened a multi-shop called MUE in South Korea.

JaeBongJung: In my opinion, bringing together multiple first-tier designer brands and their designs in one store is a high-end form of the fashion industry. You can imagine the extravagant thing that can bring together the classic designs of so many outstanding designers. As the leader of South Korea's fashion industry, Handsome should naturally open such a high-end boutique in South Korea. Among them are Rochas, Lanvin, Balenciaga, Chloe, HelmutLang, CommedesGarcons, and AlexanderMcQueen.

Reporter: Compared with European and American top brands, what do you think of the advantages of Korean brands in the Chinese luxury goods market?

JaeBongJung: I think that luxury goods are representative of tradition and nobleness. They are often owned by only a few high-spending consumers. Most of the top brands in Europe and America are based on the concept of Old Luxury, which is a long history of luxury goods. However, the position of Handsome is NewLuxury. We have a more fashionable and avant-garde image. We are not conservative. At the same time, we also combine the noble features of Old Luxury. This allows Handsome's audience to also include a number of upstarts that have developed from emerging industries such as the Internet and travel.

Reporter: What are the next plans for the Chinese luxury market?

JaeBongJung: I have been to many luxury shopping malls in China. From the layout of these shopping malls, I think that China's luxury goods market is not yet mature. Chinese consumers go shopping not to buy brands but to buy clothes. But I believe the space for the Chinese luxury goods market is unlimited, especially after the 2008 Beijing Olympic Games, there should be a big leap forward. South Korea's luxury goods market was tiny and immature before the 1988 Seoul Olympic Games, but after the Olympics, the crowd of consumers of luxury goods suddenly turned several times. According to South Korea's example, I personally think that similar situations will occur in China, so Handsome spotted this opportunity and chose to enter China now in order to familiarize Chinese consumers with our brand. For the future development, the short-term goal of opening several stores this year and opening several stores next year is not significant to Handsome. We also hope that Chinese consumers will be impressed by the quality of Handsome, not the quantity. Actually, I did not regard the Chinese market as a new market, because for Asia, Asia is a market for Handsome, and the Chinese market has a very important position in it. So if the time is ripe, I would be willing to use 100 million U.S. dollars. Go to China.