By Victoria Kim
The term "SPA" or "fast fashion" was discussed and surveyed in many ways after UNIQLO, H&M, and ZARA saw big success. SPA stands for specialty retailer of private label apparel.
Except for UNIQLO, other SPA or fast fashion brands were all from Western countries with their pattern, color, silhouette and size based on Western culture. Yet it was still popular among Asian consumers.
It seems that the SPA trend diminished among fashion retailers. However, it reappeared in a different way in the Asian region.
Korean actress Kang Sora, whose popularity catapulted since the recent cable TV series "Misaeng," became the youth generation's new icon not just because of the acting but more so with her firm fashion identity. She wore cheap clothes from fast fashion brands and viewers praised her for having a definite concept in style, not swayed by the brand name or value.
Most consumers of SPA and fast fashion brands are composed of the younger generation in their teens to early 20s.
Youth had until now meant physical age but now it means "differentiated taste." Consumers in their 20s have consumed brands since their birth. They consume rationally and practically. This consumption pattern naturally fosters artistry. We dubbed this "Youth Luxury" style and we predict it will lead the consumption market in 2015.
SPA and fast fashion brands are catching on to this trend. I would like to introduce one noticeable brand I encountered in Singapore.
When I visited Singapore on a business trip, the brand "HLS" had been praised by the media. As a trend forecaster, I've seen many rising and diminishing brands in the fashion retail market. Fast fashion starts from a country where the fashion industry receives a lot of support such as in Japan, Spain and the United States.
I asked HLS' co-founder Ann Kositchotitana for a spontaneous interview, spotting her at Raffle's Hotel store, an expensive local shopping mall. "HLS" stands for "Headline Seoul" and is inspired by the city of Seoul in South Korea. Kositchotitana who is a Thai-born, America-raised, permanent resident of Singapore, cofounded the brand with Korean partner Brandon Hong. HLS has established 15 stores in South East Asia in the past two years.
Following are Q&A:
- Can you briefly introduce "HLS"?
HLS is a Pan-Asia fashion brand that combines Seoul's esthetic and Singapore's practicality.
- What is HLS's characteristic?
People can show their identity through HLS' trendy design, reasonable mid-low price compared to its high-quality fabrication.
- What does "Korean style" mean to you?
Korean culture cannot be deeply understood simply by its traditional costume, antique palaces, K-pop, and K-dramas. Korea is a country with progressive acceptance of international culture. Polite etiquette and respect, dynamics, and love are key words that mean a lot to me when it comes to Korea. Those Korean values are sometimes distorted by Psy's "Gangnam Style" as a funny caricature. "Korean Style" is an important motif expressing Korea's value, perspective, and mood into HLS design. For example, it is not putting Korean words into apparel; it's more close to putting Korean words' creativity into HLS design. This will be a great pleasure and adventure for me in the future.
- Who is behind HLS design?
HLS design is made in the HLS Design Lab which is the design think tank. Now it is run by Jennifer Li and I. HLS Design Lab is composed of designers who have cultural basis in Seoul, Singapore, New York, and London.
- What's your vision of HLS?
Seoul has historical, cultural and philosophical values that share a lot of commonality with other Asian regions. As a Pan-Asia brand (or brand with high Asian affinity), HLS will add such values into the design which will be shared with other Asian consumers.
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Except for UNIQLO, other SPA or fast fashion brands were all from Western countries with their pattern, color, silhouette and size based on Western culture. Yet it was still popular among Asian consumers.
It seems that the SPA trend diminished among fashion retailers. However, it reappeared in a different way in the Asian region.
Korean actress Kang Sora, whose popularity catapulted since the recent cable TV series "Misaeng," became the youth generation's new icon not just because of the acting but more so with her firm fashion identity. She wore cheap clothes from fast fashion brands and viewers praised her for having a definite concept in style, not swayed by the brand name or value.
Most consumers of SPA and fast fashion brands are composed of the younger generation in their teens to early 20s.
Youth had until now meant physical age but now it means "differentiated taste." Consumers in their 20s have consumed brands since their birth. They consume rationally and practically. This consumption pattern naturally fosters artistry. We dubbed this "Youth Luxury" style and we predict it will lead the consumption market in 2015.
SPA and fast fashion brands are catching on to this trend. I would like to introduce one noticeable brand I encountered in Singapore.
When I visited Singapore on a business trip, the brand "HLS" had been praised by the media. As a trend forecaster, I've seen many rising and diminishing brands in the fashion retail market. Fast fashion starts from a country where the fashion industry receives a lot of support such as in Japan, Spain and the United States.
I asked HLS' co-founder Ann Kositchotitana for a spontaneous interview, spotting her at Raffle's Hotel store, an expensive local shopping mall. "HLS" stands for "Headline Seoul" and is inspired by the city of Seoul in South Korea. Kositchotitana who is a Thai-born, America-raised, permanent resident of Singapore, cofounded the brand with Korean partner Brandon Hong. HLS has established 15 stores in South East Asia in the past two years.
Following are Q&A:
- Can you briefly introduce "HLS"?
HLS is a Pan-Asia fashion brand that combines Seoul's esthetic and Singapore's practicality.
- What is HLS's characteristic?
People can show their identity through HLS' trendy design, reasonable mid-low price compared to its high-quality fabrication.
- What does "Korean style" mean to you?
Korean culture cannot be deeply understood simply by its traditional costume, antique palaces, K-pop, and K-dramas. Korea is a country with progressive acceptance of international culture. Polite etiquette and respect, dynamics, and love are key words that mean a lot to me when it comes to Korea. Those Korean values are sometimes distorted by Psy's "Gangnam Style" as a funny caricature. "Korean Style" is an important motif expressing Korea's value, perspective, and mood into HLS design. For example, it is not putting Korean words into apparel; it's more close to putting Korean words' creativity into HLS design. This will be a great pleasure and adventure for me in the future.
- Who is behind HLS design?
HLS design is made in the HLS Design Lab which is the design think tank. Now it is run by Jennifer Li and I. HLS Design Lab is composed of designers who have cultural basis in Seoul, Singapore, New York, and London.
- What's your vision of HLS?
Seoul has historical, cultural and philosophical values that share a lot of commonality with other Asian regions. As a Pan-Asia brand (or brand with high Asian affinity), HLS will add such values into the design which will be shared with other Asian consumers.
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