Louis Quatorze of Creation L (CEO Jeon Sang-woo and Shin Kyung-min) is embarking on a full-scale overseas market conquest with the goal of becoming a global premium. Louis Quatorze has received positive reviews in the global market by strengthening its fashion sense through its collection with Yudon Choi this year. Its performance, which had been stagnant for several years, has also reached a turning point. This year, sales reached approximately KRW 65 billion, up 5.3% from last year. Operating profit increased 126% to approximately KRW 2 billion. Louis Quatorze plans to actively advance into the global market next year by increasing its participation in European trade shows and entering the Japanese market. It is also preparing to launch a solo 'Yudon Choi' casual wear capsule collection early next year by running a pop-up store at Hyundai Department Store Pangyo until December 18.

Conquering the global market through collaboration with Yudon Choi

This year, Louis Quatorze recruited designer Choi Yoo-don of the global fashion brand 'Yoodon Choi' as its creative director and presented two shows at the London Collection. The 22FW collection received such high praise that 'The Impression' selected it as the best leather item of the season, and the 23SS collection was also selected as one of Vogue's 'London Fashion Week Best 10' amid favorable reviews. In addition, the brand achieved the desired results by participating in showrooms in Seoul and Shanghai, Seoul Preview, and White Milano Trade Show. As the collection attracted attention from the fashion world and was introduced to many domestic and foreign media, a virtuous cycle of secondary exposure and marketing effects was created. In addition, the brand marketed items targeting the MZ generation with actress Chae Soo-bin as its brand ambassador, and solidified its premium brand identity by renewing 14 existing stores.

Targeting MZ with Hyundai Department Store Pangyo branch pop-up store

In addition, Louis Quatorze will be holding a pop-up store at the Hyundai Department Store Pangyo branch until the 18th. It will showcase the 'Mont Collection' targeting the MZ generation, the '23SS Collection' by Louis Quatorze's creative director Don Choi, and the 'Find Your Light' project works with young artists. The plan is to exclusively launch 'Don Choi's' casual wear as a capsule collection around the end of January 2023 and gradually diversify the categories.

Louis Quatorze Strategy Planning Office Director Yoo Pil-jae commented, “This year, Louis Quatorze has had a year of breaking away from its existing image and transforming into a new and attractive global premium brand,” and added, “In 2023, we will expand our contact points with customers based on our strong product capabilities and launch a full-scale attack on the global market.”

Source: Korea Textile News ( http://www.ktnews.com )